On 'bothism', managing collective associative networks, and jazz improvisation in qualitative research

A month of collaborative project work: a solid foundation for rising talent or an opportunity for seasoned leaders to slow down, ground themselves, and see their brand through the eyes of the customer

On qualitative research that restores strategic 'foresight' and helps build 'grown-up' brand strategy

We have cars, but we know we must also walk. We have AI, but we must understand that there are things that should not be delegated

'Pillow shields' in Morocco, Italian risotto without bouillon cubes, and a little unforgettable creature wrapping chocolate - sharing my reflections on the true value of live qual abroad

Or how to find your own 'cat' and turn it into brand equity for years to come

But making marketing decisions without research significantly increases the business's risk

Why should marketing "go out among people" when it has an increasing arsenal of remote and artificial research tools?

Let's keep qual alive and human...

Isn't marketing currently losing its essence, namely - the ability to be the voice of the real consumer within the company?..

Can a qualitative ad pre-test be enough?

About the value of presence and interaction between researchers, clients, and respondents

Challenges in the industry and the ways to overcome them

About the key qual reporting docs - moderator's notes, top-line and full report

What should both a researcher and a Client understand, preparing and fine-tuning a DG

Why do I prepare screening questionnaires for all projects myself

A researcher who doesn't understand Client’s marketing objectives is like a blind kitten that will never provide you with a valuable result

Before I thought that it's pointless to talk about qualitative research basics. Now I see that I was wrong...