After years of conducting consumer research, I’ve learned that the best insights rarely emerge in a single session. They often unfold gradually, revealing themselves through patterns, contradictions, and the stories people tell when they feel comfortable and...
In today’s digital age, it’s become very easy to rely on online surveys, dashboards and quantitative data analysis to understand customers. I get it, everyone is busy and, in many cases, understaffed for all the work that needs to get done. I also believe...
