When conducting research, we often ask about gender without much thought. Like other demographic questions, it is often slotted into a study because it is seen as something all studies should include. Like all survey questions in research, we should only ask what is...
Women’s personal health is a complex category where functional, emotional, and cultural needs intersect with personal identity. When in comes to family planning, these competing dynamics are intrinsic to a brands success. We gave our client the deep insights that they...
Great qualitative market research is critical to uncovering insights. Doing this research face-to-face often provides the best results. But how will a global pandemic like COVID-19 affect your ability to get the insights you need? In any high flu season,...
When you know the cost drivers of any business you put yourself in a position where you can get the best by investing where you will get the best outcome. The same is also true when you commission market research or undertake it internally. Understanding your market...
Imagine you are on holiday and you need to buy milk. Nothing fancy; just milk. After entering a store, you find your way to where the milk is kept. There are three brands and none of them is familiar to you. They also all have the same price for the size that you...
