Playbook and Guides
Learn how to run sharper consumer research
with hands-on playbooks and guides that walk you through every step,
from your first question to your final decision.
September 2026
What is MaxDiff? Understanding Maximum Difference Scaling, or Best-Worst Scaling
The complete guide on MaxDiff analysis
August 2026
What is consumer research?
How consumer research differs from market research and consumer insights, the five types of data it produces, the methods used to gather it, and the mistakes that make a study hard to act on.
August 2026
What is quantitative market research?
What makes a study quantitative, how it differs from qualitative research, the methods teams actually use, why sample size decides whether the number can be trusted, and when to reach for it.
August 2026
What is incidence rate? Examples of high and low incidence
The formula, worked tiers from general population down to niche B2B, and why incidence rate drives cost, timeline and sample size planning all at once.
August 2026
What is a good survey design, and what does bad design cost you?
The structural decisions behind a quantitative study: section order, screener placement, question types, length, where bias enters, and how to set quality rules against your own design.
August 2026
What is a good questionnaire, and how should you frame questions and answer options?
How to write questions respondents can answer accurately, and option lists that let them tell the truth: exclusivity, balance, scale points, neutral versus don't know, and option order.
August 2026
How many questions should a survey have, and what actually sets the limit?
Why question count is the wrong measure, how to set a length budget in minutes, what each question type costs in respondent time, and how to shorten a questionnaire without losing coverage.
August 2026
What is LOI, and how does length of interview shape a quantitative study?
Length of interview sets cost per complete, fielding speed and the speeder threshold. Typical LOI by study type, how to estimate it from question types, and why the estimate matters.
August 2026
What is a target audience, and how do you define yours in three steps?
The four layers of an audience profile, why psychographics explain a purchase where demographics cannot, and a three-step method that ends in 5W profiles you can act on.
August 2026
What is a quantitative concept test? Best practices
How to write a concept statement, keep concepts comparable, choose between monadic and sequential monadic, and set a benchmark and decision rule before the data arrives.
August 2026
How do you randomise concept order in a sequential monadic test?
Why position changes scores through primacy, fatigue and contrast, what balanced rotation actually fixes, and the two checks that confirm order did not decide your winner.
July 2026
How to really understand the Indian appliance buyer
A step-by-step research guide for brand managers in the home appliances category covering buyer mapping, purchase triggers, and decision drivers in India's ₹1.15L Cr market.
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