Why a 7 in One Market Is Not Always a 7 in Another
Rating scales feel simple. Ask a question, collect a score, compare the results. But as Colin Auton explains, the numbers are not always as straightforward as they appear. From choosing between 5, 7 and 10-point scales to comparing results across international markets, small decisions in research design can have a big impact on how research […]
Why the First 20 Minutes Matter
Andrew Wiseman reflects on how the opening minutes of a survey, like the first 20 minutes of a football match, can reveal friction points, early signals, and opportunities to optimise quantitative research before it’s too late.
Low-ken-uinely: What My Kids Are Teaching Me About Language, Culture and Better Insight
Richard Walker explores how evolving language is shaping market research and customer insight. As new phrases move from everyday life into qualitative research, they reveal emotion, intent and cultural nuance that add meaning to insight.