If you’re new to the Market Research and Insights profession you may be surprised to learn that we have specific ethical and legal guidelines to which we must adhere. While
Have you ever conducted market research in support of Thought Leadership (TL) programs? TL programs are used by companies in many industries, especially in B2B, and can be used to
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High-quality market research data requires a high-quality sample. But diving into sampling can be trickier than it looks, partially because the jargon around sampling methods does get a bit geeky.
Experienced market researchers know that asking about future behaviors in surveys is tricky. For many reasons, there is a big difference between what people say they will do and what they actually do. Anyone with a teenager will back me up on this; statements such as “I’ll clean my room tomorrow” or “I’ll walk the dog after dinner” may be well-intentioned, but are no guarantee of task completion.
When conducting in-depth interviews (IDIs), it’s not uncommon to encounter participants who provide over-rationalized or contradictory responses. As the interviewer, we want to recognize and remedy these situations quickly to
