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.
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 […]
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 […]
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.