Our Expertise

Read on for some of our insights into people, industry, and methods.

May 14, 2025
Research
Human
đź’ˇ Why Participant Experience Really Matters
Explore why participant experience matters beyond incentives—how it shapes data quality, trust, and insight in online research interviews.
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May 12, 2025
Methodology
Research
AI Interviews and Human Interviews Aren’t at Odds. They’re in Conversation.
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May 7, 2025
Research
Methodology
Why “Audience Fit” Matters
who whii is for
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November 25, 2024
AI
Human
Insights
Research
The Future of Qualitative Research: Balancing Human + AI
In today's rapidly evolving landscape, technology and artificial intelligence (AI) are redefining qualitative research. From enhancing transcription accuracy to automating data analysis
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October 31, 2024
Insights
Learning
Methodology
Research
The Download on Customer Discovery Interviews
Are you ready to unlock the secrets to your customer's mind? For start-ups and small businesses, mastering the art of customer discovery interviews is crucial.
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September 24, 2024
Insights
Learning
Methodology
Tips and Methods for Analyzing Qualitative Data
Qualitative data analysis is both an art and a science. For anyone gathering insights, it’s about uncovering the underlying themes and stories hidden within your data.
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September 7, 2023
Growth
Learning
Research
The problem with empathy.
here is no problem, unless you're doing it wrong. What? How can I "empathy" wrong, you ask? Empathy has been a steadily rising topic over the last decade+ (Google Trends). And, Fun Fact: empathy searches spike every September
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August 8, 2023
Human
The Unexpected Validation from Barbie
There's been a lot said about the new, record-breaking Barbie movie, and I will add one more take on it. Spoiler alerts all the way through.
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November 15, 2022
Budgets
Learning
Research
5 ways to stretch your research budget
This elder millennial graduated university into a weak job market and tight client budgets during the peak (the bottom?!) of the late 2000s recession.
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