Research is hard work, but you don’t always need dozens of users to find what matters. Sometimes, you just need a couple of thoughtful conversations. To have those conversations, you can use…
Ever been curious about the ‘why’ behind consumer actions? Qualitative research offers a unique lens for uncovering the feelings and opinions that drive the market behavior of customers. This blog explores the…
Qualitative data, whether from interview transcripts, social media, online reviews, or surveys, contains much more than basic information. When analyzed accurately using AI tools, thematic analysis can reveal patterns and insights that…
For decades, product teams and researchers have faced a fundamental dilemma while collecting qualitative feedback. You could dive deep with a few customers through time-consuming, resource-intensive user interviews. Or, you could reach…
Everywhere you look, if you pay close attention, you’ll spot themes. They show up in the stories customers tell, the choices they make, and the product features they love. Patterns are hiding…
Every great insight starts with asking the right people the right questions. Whether your research is in discovery, refinement, or validation mode, purposive sampling aims to identify those people. Consequently, it helps…
Ever felt overwhelmed by transcripts, unsure how to label feedback or group themes that don’t quite fit? This guide on qualitative research coding will help you prevent such situations. You’ll discover how…
Are you ready to elevate your understanding of market research and product development? Market research leader Lauren Nitta shares her tips.…
Your product has features, pages, and flows. But how should they be organized? That depends on who’s using them and how they expect to find things. From menus to dashboards to help…
Your product might be great, but the journey around it? That’s what shapes how people feel and decide to become loyal customers. The digital customer journey includes every online moment that builds…