The latest thinking on market research, consumer behavior, and business strategy.
Showing 9 of 78 articles
|Justin Sutton
A follow-up to The Practice of Empathy. If empathy depends on space, time, and patience, how do organizations protect it once the pressure to move faster inevitably returns?
|Justin Sutton
Most insights don't fail because the research was flawed. They fail because organizations struggle to absorb what they've learned. Understanding people is hard, but changing decisions may be even harder.
|Justin Sutton
Qualitative fieldwork rarely goes exactly as planned. From tornadoes to house fires, Justin Sutton shares lessons on staying calm when real life interrupts research.
|Justin Sutton
Insight abundance is the insights industry's emerging problem. As research gets more efficient, the bottleneck moves from discovery to judgment.
|Andre Barroso
We caught up with the team at Dog Aide one year after we helped them understand their volunteer experience to find out how they’ve used the insights from that research to make changes and impact their organization.
|Justin Sutton
How emotional availability, not better questions, shapes the difference between data and insight in qualitative research.
|Justin Sutton
As decision-making and information summarization accelerate, empathy is becoming harder to practice. Discover why the path from listening to understanding to empathy remains essential for innovation, qualitative research, and creating solutions people truly value.
|Jill Miller
A recap of three themes from Quirks NYC 2026 that researchers should be watching: human-led qual, data quality, and the push to turn insights into action.
|Justin Sutton
Generative AI is accelerating the misuse of qualitative research, stripping away context, rigor, and humanity in favor of false confidence and speed.