Guides and articles on modern market research.

How consumer research works when it's built on what people actually do, not what they say. The methods, the definitions, and where the field is heading.

Guides

Start with the fundamentals.

Definitions, methods and examples: the concepts every study is built on.

Concept Testing: Methods, Questions and Examples

What is concept testing? Methods, example questions and how to run it, plus how to test concepts against what people actually buy instead of what they say.

Customer Journey: Phases, Touchpoints and Map

What is the customer journey? Phases, touchpoints, a journey map with template and example, plus how to reconstruct the real journey from behavior.

First-Party Data: What It Is, Types and Why It Wins

What is first-party data? How it differs from second-, third- and zero-party data, its types and examples, and why it wins after cookies.

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Articles

Perspectives from the panel.

Arguments and findings, drawn from what people actually do.

Every Cultural Relevance Score in 2026 Is Built on the Loudest 1%

New Datapods panel data: 96.6% of cultural engagement is silent. The top 1% of users generate 62.5% of all public actions across TikTok and YouTube.

May 19, 2026

Why Traditional Surveys and Market Research Polls Are Becoming Obsolete

Survey response rates have collapsed. Why behavioral data is replacing the survey as the default tool for understanding what customers actually do.

Jan 12, 2026

B2B Analytics: Why First-Party Data Trumps Aggregated Analytics Every Time

Aggregated analytics looks great in dashboards but barely tells you who's actually visiting. Why B2B teams are quietly switching to first-party data.

Dec 31, 2025

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