The real power of NPS

Yesterday I was running a workshop with the leadership team of a major retailer. We were working through the learnings from a series of customer immersion which they had conducted the day before. This is an ongoing program where the members of the leadership team conduct a qualitative instore interview with a customer every 3[…]Read more

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Insight vs A-B Test

When I first began my career as a researcher in 1993, I was mentored by another qualitative researcher Alison Fraser. I was 22 and she was ancient at 39 and introduced me to everyone as her ‘protegee’. As a part of that role, it was my job to watch, listen, carry bags, take notes, transcribe groups,[…]Read more

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Man Vs Machine. Highlights from the MRSM Conference

Earlier this week, I had the privilege of presenting a paper – AI in Qualitative Research – to the Market Research Society of Malaysia. The theme of the conference was “Man vs Machine – is it a race?” I was invited to present after winning the ESOMAR Global Award for Innovation and Technology, following the[…]Read more

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