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I don’t always write discussion guides. But when I do, they’re supposed to take 30 minutes, but they actually take 45. In-depth interviews are fun experience for experiential marketing researchers....

Market researchers need to be critical of survey design, because we’re knee-deep in it every day. DIY survey solutions have emerged as a cost-effective solution for companies to obtain...

Defining language can be surprisingly difficult. We all have our own vocabulary and can clearly communicate with one another, but if you look deeper, you might realize that sometimes...

Summary: Regardless of the type of interview, the interviewer can, wittingly or unwittingly, create a situation in which the respondent replies in a manner that reflects what he or...