Standardization: The Good and the Bad

Standardization. In theory, it’s a good idea as it relates to consumer research.  It certainly helps with efficiency (we’ll talk about that one another time ?).  Researchers are happy when they can compare the results of several studies because things are done the...

Defining Your “Who”

Many clients come to us with a rough understanding of who their target consumer is. Oftentimes, we are tasked with finding respondents who meet set criteria, such as earning within a certain range of income, having obtained a level of education, etc. For companies who...