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.
Read MoreWe’ve rolled out a set of powerful updates to help you get even more out of your research on Indeemo - whether you’re crafting compelling Highlight Reels, scaling insights globally, or running projects at speed.
Read MoreThis year’s Social Research Association (SRA) Annual Conference was a celebration of the richness and diversity that defines our field. From long-term ethnographic studies to cutting-edge AI tools, it was clear that social research is not just evolving; it’s expanding in meaningful and multidimensional ways.
Read MoreHybrid 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.
Read MoreUnderstanding 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.
Read MorePhotovoice research is a powerful Qualitative Research Methodology that enables you to remotely capture rich, contextual insights and get a deeper understanding of your Research Participants.
Read MoreThere’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.
Read MoreGenerative 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.
Read MoreIndeemo offers a modern, mobile-based solution that empowers you to gather deeper qualitative insights—transforming how you design products, tailor marketing strategies, and build stronger customer relationships.
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