Uncategorized

Why Choose IDIs Over Focus Groups? A Case Study

In qualitative research, choosing the right methodology is key. Although focus groups have their merits, there are cases where in-depth interviews (IDIs) are an objectively better choice. Still, when a

Data Analysis

Avoiding Analysis Bias in Global Research Studies

Global market research is susceptible to many types of analysis bias, and three of the big ones are confirmation bias, inattentional blindness, and cultural bias. While many forms of bias