8 MIN READ

The Power of Empathy in the Pursuit of Customer Salience

Dr Matthew Farmer

How to Use Synthetic Data in Market Research

In recent years, the rapid advancement of technology and data analytics has revolutionised working p...

9 MIN READ

Dr Katharine Johnson

    The Power of Empathy in the Pursuit of Customer Sali...

    In today’s competitive marketplace, having a holistic understanding of customers’ desires, motivations, and experiences is key for informing more impactful business decisions. Empathy, the ability to ...

    8 MIN READ

    Dr Matthew Farmer

    Insights on Brand Building in a Cost of Living Crisi...

    While the cost-of-living crisis shows no sign of abating in the short-term, both consumers and businesses alike continue to face ongoing challenges of higher prices. A common issue that both face is t...

    7 MIN READ

    Dr Matthew Farmer

    The Impact of Diverse Backgrounds When Humanising Re...

    Two years ago, I was a PhD graduate working as a key worker in a supermarket during the pandemic. At the time, I struggled with the dissonance of feeling like I didn’t fit people’s expectations of who...

    7 MIN READ

    Dr Matthew Farmer

    Evaluating New Models of Value - Treating Customers ...

    It’s not uncommon within the insights industry to see good arguments for recognising customers as stakeholders when it comes to actioning insights and driving change for businesses. Stakeholders want ...

    7 MIN READ

    Dr Matthew Farmer

    Redefining Qualitative Fieldwork in the Online Era

    Quantitative research has continued to make the most of online technologies for fieldwork for a while now, whereas fieldwork in qualitative research has been slower to adopt digital methodologies. Nev...

    8 MIN READ

    Dr Matthew Farmer