For those of us who have spent years in market research, we all know that your primary “product” isn’t just a slide deck. It is your ability to defend your

As an experienced researcher, you know that your value lies in your ability to explain the data. When a stakeholder asks how you reached a conclusion, you need a clear

When you are vetting research vendors, you will often see them flaunt massive sample sizes. They promise thousands of synthetic respondents delivered in minutes. It is tempting to think that

Let’s be blunt: when you use synthetic respondents, you are flirting with statistical malpractice. Most vendors won’t tell you this, but while these panels look and act like data, they

Just because a technology is new doesn’t mean it belongs anywhere near scientific or insights research. We’ve all watched the cycle: shiny tools appear, executives get excited, and suddenly everyone

Just because a technology is new doesn’t mean it belongs anywhere near scientific or insights research. We’ve all watched the cycle: shiny tools appear, executives get excited, and suddenly everyone