Research approaches

The Impact of ChatGPT on Market Research
Market research has come a long way since its inception. The rise of technology has made it...

Storytelling is not just for reporting: How to ‘storify’ your survey
A few months ago, I enrolled in several online panels and started taking surveys to better understand...

Applying the Swiss Cheese Model to Survey Fraud
This will not come as a surprise: An article published in GreenBook about how to improve...

Five key principles to improve data quality
Given contemporary growing concerns about the topic in the market research industry, it’s no surprise that data...

Segmentation – the good, the bad and the ugly.
Segmentation is having a bit of a moment in the limelight right now, and quite...

2CV Webinar: Everything you ever needed to know about digital research
When it comes to digital research, you're probably as sick of hearing the words "pivot...

Range optimisation and consumer choice: the pros and cons of TURF analysis
Today the choice for consumers in any category is big and getting bigger. Choice drives...

Bre-xistential crises in segment marketing
Segment marketing has failed in the post Brexit landscape, so why should we bother with...

The dark side of digital: forging meaningful connections in a cluttered world
Travelling on the Tube this morning, I scan my surroundings and see every passenger glued...