What is Data Profiling? Definition, Types, and Roles

In the era of big data, collecting high-quality data is crucial to making actionable decisions that drive business growth. However, ensuring the accuracy, completeness, ...
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How Today’s AI Trends are Reshaping Consumer Insights

Artificial intelligence (AI) is rapidly transforming the face of the market research industry. With the abundance of AI software available nowadays, this is no surprise. ...
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10 Proven Strategies to Improve Data Quality in Your Organization

Data is an invaluable asset to any organization. As various industries undergo digital transformation, businesses have relied heavily on data to drive decision-making. ...
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How Can You Clean Data? Tips and Techniques for Effective Data Cleaning

In today's big data era, enterprises are acquiring large amounts of data from various sources to build their data lake, with the global data lake market expected to reach ...
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In-Home Ethnography: Observing Consumer Behaviors in Their Natural Habitat

As market researchers, understanding your consumers is critical to driving business impact. But how do you go beyond self-reported data to uncover authentic insights into your ...
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Mixed-Methods: A Winning Approach to Qualitative Research in Marketing

In today’s consumer-centric landscape, more and more businesses are putting their customer’s needs at the heart of their strategies. As such, companies must leverage every tool ...
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Understanding the Basics of Eye Tracking Research

When going window shopping or skimming through a magazine, you may come across something you could describe as “eye-catching.” But why is that? Maybe it’s because the design ...
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Get Started with Conversational Research: A Step-by-Step Guide

Understanding customers’ motivations and communication patterns is key to increasing brand loyalty, building better products and services, or uncovering untapped potential ...
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Quant Qual Research: Combining Data and Verbatims

In market research, quantitative and qualitative methods are used to gather data on two very different perspectives of an audience – the “What” and the “Why.” Alone, each ...
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