Market research is not just a series of ad hoc projects. Good market research for a brand or product begins with a plan to conduct a sequence of research projects. The most effective way to do that is for qualitative and quantitative to work together so that the questions raised by quantitative research point toward […]
Confirmation bias is when we look for things to confirm our preconceived ideas. It is human nature and we are all susceptible to this cognitive bias. If you are aware of this mindset you can avoid “selective listening”. It is easy for us to hear and remember the things that consumers say that confirm our […]