What are the five most overrated marketing and research techniques?

Filtering, moderating, controlling: three consumer research habits it’s time to break

Qual says one thing, quant says another. What can marketers learn from that?

The total inaccuracy of the pre-election polls serves as a cautionary tale about the need for a more rigorous academic approach to research

Some industry research studies are nonsense. This is one of them

Apple is a proponent of ‘hybrid research’: the belief that a brand’s own employees can be as fruitful in cultivating its future as its consumers

Should we blind participants to our true intentions, or can collaborative research work?