As researchers, we pride ourselves on getting to know our client’s worlds and immersing ourselves in their business … having a nosey personality certainly helps! It is when moderating that us researchers are truly in our element. However, participants often regard moderators as ‘the expert’, no matter how much we tell them we are not, [...]
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The chasm between humans and machines is rapidly growing closer at a speed that most in the insight industry don’t appreciate. Indeed, with more and more of our lives lived online, and data capture, analysis and reporting becoming more automated and ‘intelligent’, machines will get increasingly better at analysing our digital selves, what this means [...]
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