Journal.
On people, choices, and the
evidence in between.
Latest articles
174 articles
Customer needs analysis: find the problem worth solving next
Turn customer needs into product choices using a hierarchy and evidence register. Keep confidence, severity and occurrence separate in solution comparison.
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Brand perception map: choose the positioning test it suggests
A tea brand looks convenient but less premium than one alternative. Its map suggests a cue to test, while the ratings, audience bases and product facts determine what that test can tell you.
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Sample size worksheet: plan a human share or a two-group test
Plan a human survey share or two independent groups with copyable spreadsheet formulas, worked sample sizes and a record of confidence and power assumptions.
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Research sampling: recruit the people your decision depends on
Several people can explain one renewal. A B2B example shows how to define the audience, find gaps in the contact list and keep role perspectives separate from account outcomes.
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Maze alternatives: preserve the meaning of your task results
The same ten attempts produce 87.5% or 50% depending on how help and stopped tasks are counted. Use the delivery-address example to test a Maze replacement.
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Dscout alternatives: choose a diary or a session
Choose a dscout alternative by what the study must recover: a household's sequence of use, explicit non-use and missing entries, or a narrower account from one session.
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UserTesting alternatives: Lookback, Maze and Userlytics compared
Compare three usability-research routes, then test whether the new workflow preserves what happened during a task, including help and incomplete attempts.
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SurveyMonkey alternatives: Google Forms, Typeform or Qualtrics?
Compare three survey alternatives through a concrete migration task: a monthly delivery pulse sent to customers you already know.
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Concept testing companies: choose the research support you need
A breakfast-pot and family-kit example shows how to compare providers on design, audience, interpretation and follow-up responsibility.
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Consumer insights tools: buy the answer your team is missing
Compare consumer insights tools by evidence source, from audience profiles and public conversation to captured interactions and an inspectable offer study.
Read articleQualtrics 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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