“Measure what matters.”   It’s one of those phrases that’s become so widely accepted in business that it no longer gets questioned. A...

In fast-moving product organizations, timely decision-making is often the difference between momentum and missed opportunity. Too...

Many product managers and their research colleagues have a love-hate relationship with concept testing. When done well, it can flag weak...

Market research is in crisis. Response rates are plummeting. Fraud is rampant. AI-generated survey responses are muddying data. Consumers...

For seasoned insights professionals, segmentation and persona development are foundational tools—part of the baseline repertoire we draw...

The ability to identify and engage Catalytic Customers can profoundly shape an organization’s approach to innovation and market...

In our digital-first world, user experience (UX) research has become a cornerstone of product development. Companies obsess over testing...

Achieving product-market fit is often hailed as the Holy Grail of innovation. It’s the moment where your product’s value proposition...

When product teams embark on jobs-to-be-done (JTBD) investigations, they aim to uncover the underlying motivations driving customer...

In a world where AI-enabled insights tools are emerging at lightning speed and rapidly moving into the mainstream, the opportunities for...

Buyer journey mapping has rapidly grown in importance and popularity as a cornerstone of modern customer experience strategy. Companies...

As artificial intelligence continues to revolutionize how businesses glean insights, it’s tempting to rely on algorithms to tell us...

In the fast-paced world of product-led growth (PLG), where the product is the primary driver of acquisition, retention, and expansion,...

Harnessing Digital Ethnography to Capture Catalytic Customer Insights   We've written a lot about the importance of understanding the...

Relying on internal data and artificial intelligence to understand customer behavior is great for creating a picture of what’s already...

Recently, we were challenged by a business-to-business client to articulate what it means to be a specialist in B2B market research. How...