The latest thinking on market research, consumer behavior, and business strategy.
Showing 9 of 15 articles
|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
How emotional availability, not better questions, shapes the difference between data and insight in qualitative research.
|Justin Sutton
Why System 1 insights are reshaping market research. Learn how intuitive, emotional decision making creates a competitive advantage for brands.
|Justin Sutton
Go inside in‑aisle retail research, where real shopper behavior is revealed through observation, shop‑alongs, and guided interviews inside a mock store.
|Justin Sutton
Learn how blending System 1 emotional insights with System 2 rational feedback leads to smarter, lower risk restaurant design decisions—especially when renovating at scale.
|Justin Sutton
Explore the power of slow, deliberate, and analytical System 2 thinking in refining ideas, validating assumptions, and making data-driven decisions in design thinking. Structure meets strategy here.
|Justin Sutton
Discover how intuitive, fast-thinking processes, known as System 1, fuel creativity, empathy, and rapid ideation in design thinking. Learn why trusting your gut can lead to breakthrough innovation.
|Justin Sutton
Discover how market researchers can harness the power of System 1 and System 2 thinking to design more effective consumer research. We explore the psychology behind fast and slow thinking, offer practical strategies for engaging each system in study design, and provide a dual-lens framework for analyzing instinctive vs. reflective responses.
|Justin Sutton
Discover how to conduct effective intercept interviews in high-traffic, high-pressure environments like airports. This blog shares real-world lessons and practical tips for qualitative researchers navigating time-constrained, distraction-heavy settings. Learn how to engage respondents, gather meaningful insights quickly, and adapt your methodology for dynamic public spaces.
Case StudyPartnering with a leading global foodservice brand to understand how merchandising and product display influence shoppers’ quality perceptions and purchase behavior.
Case StudyPartnering with a leading manufacturer in a complex purchase category to better understand how in-store experiences influence decision-making.
Case StudyHelping a fast casual brand confidently evolve their restaurant design by understanding customer emotion and behavior.
Case StudyHelping a retailer navigate shifting shopper needs via human-centered insights that informed design, aligned teams, and unlocked new growth opportunities.
Case StudyHelping a retailer identify purchase conversion gaps in the customer journey through real-time intercepts, turning behavioral insights into successful strategies.
Case StudyHelping a retailer understand the impact of retail site selection on the customer experience.