The Blog

Every other Friday we post a thoughtful essay on an industry topic.

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Reasons for Keeping Quantitative Research Out of Qualitative Research

October 24, 2025

In the world of market research, there sometimes seems to be a tendency to try to blend Quant research with Qual research. The reasons for maintaining a clear distinction between the two highlights the key strengths of each methodology. Simply...

Respondents Are More Capable Than We Think: Empowering Thinking in Qualitative Market Research

September 26, 2025

In Qualitative Market Research (QLMR), we sometimes underestimate Respondents. This often happens because we use methods that don’t help them think deeply. But when people are given the right tools and support, they can provide much richer insights than expected....