Methodology Notes

AI in Market Research

While AI is an incredible tool for high-speed drafting and data processing, relying on it for end-to-end research only gives you "general directions," not the ground truth.

Researchers can use LLMs to enhance proposals and discussion guides, but they know these machines are "word-matchers," not "concept-pinpointers."

Tracking Surveys

This video explains how longitudinal tracking surveys provide links between brand activities and customer perception changes.

Research metrics are vital, although they are snapshots. To understand cause and effect, you don't need a snapshot, you need a movie. You need Quantitative Tracking Surveys.

Quality Assurance

The Cost of Bad Data: Flawed sampling can turn strategic insights into "expensive guesses" that can derail a brand’s vision.

Representative sampling and rigorous, unbiased screening are the key steps for finding your true audience. From statistical reliability to thematic saturation, learn how to calculate the perfect audience size for every subgroup.

Video Open Ends

Captured video open-ends reveal what text can't - emotional human behavior testimonials, such as how a product actually feels on the skin, or if it leaves a residue on belongings. 

By leveraging this powerful capability, you can obtain raw, in-home usage insights that are ready-made for stakeholder presentations.