Journal.
On people, choices, and the
evidence in between.
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176 articles
Qualtrics pricing: what the annual commitment buys
A $5,040 annual license becomes an $11,240 illustrative study budget when recruitment, specialist work and internal effort are included. See which costs are cash and which are allocated.
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Name testing: choose the name buyers can understand and remember
A meal-planning service compares three names for spoken referrals and encounters with supporting copy. The useful shortlist pairs each name with the explanation buyers will actually receive.
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Consumer behavior: find the gap that changes the buying decision
Separate stated, observed, transactional and modeled evidence to find the gap between offer interest, checkout, use and repeat behavior.
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Market entry research: choose the first market you can test
A meal-planning service shows how local buyers, payment routes and unit economics shape the choice of a first market.
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Types of research bias: spot the distortion before choosing the action
Eight of ten active users prefer a feature as shown. See why that doesn't establish customer demand, and which audience, question or headline repair the next decision needs.
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AI focus groups: choose the conversation your research needs
Distinguish AI-assisted human groups, AI-moderated interviews and simulated conversations, then trace the evidence behind a specific recommendation.
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Synthetic vs human respondents: choose the source for the decision
Choose human accounts, modeled comparisons or observed use for the claim you need, with a complete meal-planner instrument and task-specific validation.
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Concept testing examples: what to test after the first result
A modeled protein-drink study and four fictional examples show how audience fit, misunderstood terms and buying occasion change the next test.
Read article7 Pricing Research Methods: Van Westendorp, Gabor-Granger & Conjoint
Choose between price perceptions, independent price cells, repeated ladders and conjoint by the decision they can resolve. Follow a grocery six-pack from the offer brief to a market pilot.
Read articleMaxDiff vs conjoint: choose priorities or priced configurations
Choose MaxDiff for item priorities or conjoint for complete offers. Work through a meal-planner decision involving features, subscriptions and price.
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Message testing examples: from buyer misunderstanding to better copy
Three fictional copy repairs distinguish meal planning from delivery, bottle design from smart technology, and an $8 refill from its delivered price.
Read articleMaxDiff vs ranking: test the task before adding complexity
Compare ranking and best-worst tasks on the same benefits. Use a pilot to inspect ties, burden and ambiguity before choosing a prioritization design.
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