Imagining a sunset on Pluto is difficult due to our incomplete knowledge. Why do we ask respondents questions we know they can’t answer? Here are seven tips to avoid doing that. Continue reading »

What does this year’s PGA Tour and IIR’s The Market Research “Technology” Event have in common? Instead of the diversity of new golfers, our industry is seeing a wide breadth of new technologies, techniques and companies that are challenging the status quo. Continue reading »

We now have increasing evidence from behavioral economics that people are often irrational in their decision making. This has major implications for how we conduct and analyze market research. But what else can we learn from behavioral economics? Here are few key observations that have implications for focus groups and market research in general. Continue reading »

Behavioral economics, and the cognitive theories that underpin it, gives us insight into how people interpret the world, what people want, and the actions people take in response. It invalidates traditional methods of market research and marketing cliches – but only once it is taken seriously. Continue reading »