Insights on researching consumers, including what motivates them, how to measure them accurately, and how their behaviour is changing.
For years, marketers braced for a “cookieless future.” Apple’s Safari and Mozilla’s Firefox already block third-party cookies by default, and Google spent years planning to phase them out of Chrome. Then, in 2024, Google changed course and decided to keep third-party cookies, with more user choice instead. But the shift toward first-party data, and the
Cookie Myths: The Proven Way to Win With First-Party Data Read More »
The pandemic changed how workers think about their careers, what they want from their jobs, and the job search trends that shape how they find them. You can see it in the hiring challenges across the North American labour market. As a result, many industries have struggled to balance labour supply and demand, with ripple
Job Seekers Are Changing: The Surprising, Proven Way to Hire Read More »
If you’ve worked in customer insights for long, you’ve probably run into a common point of confusion. Many stakeholders think market research vs. user research is a distinction without a difference. They’re not the same, but it’s easy to see why the confusion persists. Market research and UX research often use the same methods and
Market vs. User Research: The Surprising Way to Love Both Read More »
“The most dangerous phrase in our language is ‘we’ve always done it this way.’” Rear Admiral Grace Hopper’s warning applies perfectly to how we measure household income in market research. Household income (HHI) is used almost everywhere in consumer segmentation research, as well as screening and profiling. In fact, can you remember an online survey
HHI Is Out: The Surprising, Proven Way to Profile Consumers Read More »
Remember attending a wedding over Zoom from your couch? Did you wear a dress, a suit, or maybe your pajamas? Chances are, you didn’t buy formal wear for the occasion. It’s a perfect example of why continuous market research matters. The pandemic shifted shopping habits almost overnight, and companies had to adjust. Some spotted the
Fearless Pivots: The Proven Way to Stay Ahead of Disruption Read More »
What do panelists feel when they spot a survey that interests them and decide to take part? And what do they hope to gain? Understanding survey respondent motivation helps researchers design better studies and collect better data. For most consumer respondents, the incentive comes first. Cash, points, gift cards, and merchandise are satisfying rewards for
Beyond Cash: The Truth of Why Consumers Love Surveys Read More »
