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
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