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The Power and Art of Cognitive Interviews: A Personal Perspective

Cognitive interviews are an essential yet massively underused tool in the research world and I am genuinely passionate about their ability to help generate accurate and meaningful data. Here’s a flavour as to why I’m such a champion/advocate for cognitive interviews!

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The Story So Far: Customer Salience Summit and Insights

Have you heard of the ‘customer gap’? It’s a variation of the well-known ‘say-do’ dilemma that describes a consistently significant difference between intention and action; working on that same principle, the customer gap also implies that achieving customer centricity or salience is a harder task than we first thought.