Social listening and consumer research are often treated as interchangeable. They answer different questions, use different data, and produce different kinds of findings. Here's how to tell them apart and when to use each.
Desk research takes too long, but the problem isn't the analysis. It's everything that happens before it. Here's where the time actually goes, and what you can do about it without cutting corners.
AI tools promise to transform market research. But there's a gap between impressive-looking outputs and findings you can actually defend in front of a client. Here's what to watch out for.
There's a tempting shortcut when building AI-powered tools - just pipe everything through an LLM and call it done. Here's why we didn't, and what we learned building a hybrid pipeline for professional market research.