Methodology Articles
AI-Moderated vs. Human-Moderated Interviews: When to Use Each
An honest comparison of AI and human interview moderation across depth, consistency, scale, cost, speed, and bias, with clear guidance on when each approach wins.
What Are AI-Moderated Interviews? The Complete Guide
Everything you need to know about AI-moderated interviews: how they work, the three modalities, laddering methodology, data quality, and when to use them.
How Our AI Thinks Like a World-Class Researcher
World-class researchers don't just ask questions they employ proven frameworks of social science, psychology, and behavioral econ
AI That Reveals Hidden Customer Motivations
Hidden motivations drive customer decisions. Learn which AI research methods actually reveal unconscious drivers.
Deep Laddering Platforms for 5-Why Research
Compare research platforms for deep laddering and 5-why insights that uncover true customer motivations.
Turn Customer Interviews Into Reusable Insights
Research conducted for one purpose often proves valuable for unanticipated questions. Infrastructure makes insights reusable.
Evaluating AI Research Platforms: What Matters
Fast and deep. Easy and rigorous. User Intuition is built to give modern research teams everything that actually matters.
Circus Mindset for Research Operations
Why circus principles precision, ensemble performance, and spectacle transform research operations from functional to exceptional
Foresight as Activism: Beyond Trend Decks
Trend decks document what's coming. Strategic foresight decides which futures your brand will actively help create.
Moment-First AI: Are Personas Overfitting Customers?
AI personas promise instant customer insight—but without rigorous validation, they risk amplifying bias at scale.
Synthetic vs Human: When to Trust AI in Research
Clear decision rules for when synthetic data works, when AI moderation excels, and when you still need real humans.
Building Journey Strategies on Layered Listening
Listening is a system, not a single project. This article outlines what a “layered listening” system looks like.
The Death of the Likert Scale
Your 4.2 satisfaction score is hiding why customers actually buy, why they leave, and what they really need.
The New Qual-Quant Blend: Open Signals on Big Data
Why leading research teams layer qualitative context on quantitative patterns instead of running parallel workstreams.
Thriving in Turbulent Times: Crises Birth Research
When market conditions change every 60-90 days and research takes 6-8 weeks, organizations need to rethink their strategy.
Unscripted Insights: Stop Over-Choreographing Research
The most revealing moment at TMRE 2025: 'We stopped learning when we perfected our research process.' What comes next?
Beyond Surveys: AI-Powered Buyer Intelligence
There's a fundamental problem at the heart of most market research: the gap between what customers say and what they mean.