Why The Traitors Shows Us That Customers Aren’t Always Right
The Traitors offers a surprisingly good lesson in customer behaviour: people don’t always believe the evidence in front of them. Olivia Higson explores what this means for customer research, from confirmation bias to the gap between what people say and what they actually do.
The Value of Getting a Little Bit Lost for a While
What can getting lost teach us about qualitative research? Richard Walker explores why the best insight can come from leaving enough room to discover what you weren’t expecting.
Activation Starts Before The Brief
A final debrief is not activation. Andrew Wiseman explores why turning research into action starts before the brief, with decisions, stakeholders and implementation considered from the outset.
Synthetic Data: Useful Shortcut, or a Shortcut Too Far?
Synthetic data could make research faster, cheaper and easier to scale. But can synthetic respondents really replace real people? Anthony Shephard-Williams explores where synthetic data may help research, where caution is needed and why #Real still matters.
The Best New Ideas Sometimes Aren’t That New
What makes people willing to try something new? Andrew Wiseman returns to Greggs to explore how innovation can build on familiarity, reduce perceived risk and make new products easier to choose.
What happens when Primark stops being a day out?
Primark is going online. But could making it easier to shop also make it less of a destination? Rebecca Harris explores what Primark’s move into home delivery could mean for shopping behaviour, impulse purchases and the physical retail experience.
Your Segmentation is on the Shared Drive. Now what?
Andrew Wiseman explores why even statistically robust customer segmentations can fail to create impact, and why successful segmentation depends on purpose, stakeholder engagement, activation and turning insight into action.
No driver, no problem? What my first driverless taxi taught me about technology adoption
What happens when people actually experience a technology they’ve only imagined before? Anthony Shephard-Williams discovers that his perceptions of driverless taxis changed remarkably quickly after his first ride, and explores what this means for researching genuinely unfamiliar innovations.
Where Did the Bank Holiday Go? A Blog about Misremembering and Recall Bias
How much can we really trust people to remember an experience? Richard Walker reflects on the fleeting nature of memory, and what it means for research when we ask people to recall experiences weeks or months later.
Are Researchers a Bunch of Snobs?
Andrew Wiseman asks whether market researchers have become too obsessed with the latest shiny methodology. From AI and gamification to focus groups and telephone interviews, he explores why the best research method is the one that answers the question, not necessarily the one that looks most innovative