Bridging the Say-Do Gap: Why Brands Need to See It, Not Just Hear It

The Say-Do Gap refers to the disconnect between what people say they do and what they actually do. It's a challenge that has long undermined the reliability of traditional qualitative research methods. People often describe their behaviours through memory and perception, which are naturally shaped by bias, selective recall, and social desirability. As a result, what they tell researchers during interviews or surveys can diverge significantly from their real-world actions.

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Ian Twohig
Tools and Tips for conducting multi country Online Qualitative Research, remotely

Hybrid working and increased travel restrictions have made it harder to do qualitative research across multiple countries and markets has become more challenging. Digital Ethnography however allows you to run multiple market research projects concurrently and remotely and gives you context rich insights at a fraction of the cost of traditional research methodologies.

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Top Five Research Tools to Identify Customers Unmet Needs

Understanding the unmet needs of consumers is essential for any business looking to innovate and succeed in today's ever changing market. Capturing unmet needs is critical to developing products and services that meet customers' expectations, build loyalty, and drive revenue. This blog outlines five tools you can use for unmet needs research.

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Synthetic Personas: The role of real insights in the age of AI

There’s plenty of chat about synthetic AI personas right now - fast, cheap, and always on. Sounds great, right? But can computers really replace talking to real people? In marketing, product, UX, and research, instant answers are tempting. Yet synthetic personas won’t surprise you with an unexpected insight or a heartfelt anecdote. Real customer conversations uncover deeper stories and authentic reactions that drive meaningful change.

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What is Iterative Prompting? A quick guide for Researchers using Generative AI

Generative AI is transforming Qualitative Research. To fully harness the power of Generative AI, it is imperative that anyone in the business of understanding needs to understand Prompting and, more importantly how to evolve and iterate your prompts to get the answers you need. This blog delves into iterative prompting and offers researchers a comprehensive guide on how to get the answers they need, fast.

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