Journal.
On people, choices, and the
evidence in between.
Latest articles
42 articles
Packaging design testing: choose, improve and validate your pack
Choose the right study, understand what buyers see, and turn their response into a specific packaging decision.
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Marketing to Parents: Strategies, Channels and Brand Examples
Help families choose your product or service by connecting child appeal, credible evidence and a practical offer.
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Marketing to Gen Z: Channels, Strategies and Brand Examples
Build a strategy that earns attention, makes the product worth choosing and gives people a reason to come back.
Read articleQualitative vs quantitative research: choose what your decision needs
Imagine you run a meal subscription and want to reduce the number of customers who stop after their first order. Should you change recipes, quantity, storage guidance or commitment timing?
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Mixed methods research: combine the explanation with the measure
Mixed methods research combines an explanation of what happens with a measure of how often it happens. Consider a home-storage seller deciding whether to change assembly instructions.
Read articleQualitative market research: understand the experience that changes the decision
Qualitative market research helps you understand an experience before choosing what to change. Consider a refillable household-products seller investigating why some buyers fail to refill.
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Primary vs secondary research: answer the gaps that matter
Use secondary research to inspect evidence that already exists, and primary research to collect new evidence for your question. Neither route is automatically stronger.
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Focus group research: use discussion to improve the concept
Commission a focus group when the discussion can teach you something an independent answer would miss. Consider a refill seller deciding what its proposed cleaning-concentrate offer must explain. In the illustrative discussion below, P03 begins with an equipment question, then adopts P02’s spill concern.
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Open vs closed research questions: discover the obstacle, then measure it
Imagine you run a delivery service and want to reduce missed collections. Do buyers need better directions or more usable opening hours? In the illustrative responses below, a recipient could not reach the collection desk before it shut.
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Quantitative market research: measure what the business needs to decide
Imagine you run grocery delivery and need to decide whether buyers understand your delivery-window terms before progressing to a usability test. The six illustrative records below separate deadline understanding from usefulness.
Read articleConsumer insights: turn a customer account into a better offer
A consumer insight should help you choose what to change in your offer. Imagine you run a meal subscription for customers whose work schedules vary and want to improve first-order renewal. A customer says their shifts changed after ordering and two meals went unused.
Read articleConsumer insight examples: four findings that change the offer
A useful consumer insight tells you what to change and who should own it. The four illustrative cases below concern a refill seller, a meal service, an online furniture store and an appliance brand. Each shows how the explanation behind a finding changes a concrete offer or deliverable.
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