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.
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
Is 40 Enough? Why There’s No Magic Number for Sample Size
Anthony Shephard-Williams explores one of the most common questions in research: how many people do we need to speak to? He explains why there is no magic sample size, why bigger is not always better, and how the right approach depends on the decision you need the research to support. One of the questions we […]