Methodologies & Techniques

Despite the rise of Big Data, a good researcher has so much to offer for an in-depth understanding of consumers and the emotional homo sapiens....

After a busy morning, you deserve a break. You log into the Guardian Soulmates dating site to check your messages. Just the two. Neither seems eye-catching so you don’t reply. You’re not getting as many...

A clear definition of the research objectives immediately engages the clients and makes them keen to start with a research project....

The biggest threat to neuromarketing is the secrecy of its methods – the black box within which the “magic” occurs. Over the past decade the field of psychology has been jolted by a reproducibility crisis...

Although marketeers can endeavor to reach generalisable samples using careful screening and quotas, there are three reasons to suspect that repeat respondents are not answering in a generalisable way....

We have a common tendency to adopt the opinions and follow the behaviours of the majority. We might do this for two different reasons:...