Tag Archives: sensory test

Conducting research is easy… if you understand hundreds of cognitive biases!

If you’re equipped with excellent written or interpersonal communication skills, conducting research is easy. You identify hypotheses, develop questions or discussion guides to address them, and you’re done! Except you’re not done.People come prewired with literally hundreds of cognitive biases … Continue reading

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Correlation vs Causation and the Battle for Relevant Brand Research Conclusions

The difference between correlation and causation seems fairly straightforward. Correlation means there is some kind of relationship between the variables but it’s impossible to determine if one is the root cause of the other. Causation means there is a predictable … Continue reading

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When to use a probability versus a nonprobability sample

There are two main types of samples and researchers are regularly at odds with each other over which one is better. In reality, neither is better. Each one is better suited for some needs and less so for other needs. … Continue reading

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Thank you, Teachers, for getting kids interested in the marketing research industry

Look at any list of what kids want to be when they grow up and you’ll find teachers, athletes, firefighters, police officers, pilots, veterinarians, and doctors. This makes sense, of course, because these are the professions that kids are most … Continue reading

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When is a mall-intercept the best market research methodology?

As the name suggests, mall-intercept studies entail intercepting people at a mall in order to engage in a dialogue and gather their opinions about a pre-determined topic using either qualitative or quantitative techniques. As with any research methodology, there are … Continue reading

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Mall intercept research: A quick guide to pros, cons, and the safety of your intellectual property

Some people say that mall-intercept research is a study in the art of interrupting people. I prefer to think of it as the study of people in a neutral, natural setting.If you’ve ever visited a mall (and there are people … Continue reading

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What products work well for the IHUT research methodology?

By Kim StorerYour imagination is the limit! While IHUTs are not recommended for very expensive or confidential products, consumers can test nearly anything in the comfort of their own home.Consumables: It doesn’t matter if a product needs to stay frozen … Continue reading

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What are the disadvantages of the IHUT research methodology?

By Kim StorerIt’s a bit difficult to list out the disadvantages of IHUTs as the advantages are so abundant. But, even the best of products aren’t always best for IHUT testing. Let’s consider some reasons why you might choose a … Continue reading

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What are the advantages of the IHUT research methodology?

By Kim StorerMarket researchers and brand managers have many tools available to them, from focus groups, to interviews, questionnaires, communities, facial coding, and more. So why would they choose an IHUT? Well, IHUTS offer numerous benefits.Touchy feely products: It’s always … Continue reading

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What exactly is the IHUT research methodology?

By Kim StorerIf you tuned into this post because of an interest in football, I’ll let you down easy by sharing this little-known fact. The pithy cry ‘Hut!’ evolved over the last 100 years as a quick, snappy sound to … Continue reading

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