Understanding Cognitive Bias

“Cognitive biases” are those ways of thinking that aren’t completely rational, but that we do for convenience.  (For example, the “confirmation bias,” where people recall information that supports their existing beliefs.  You may have seen it in focus groups, where an observer seemed to only remember participant statements that agreed with their own opinions!) There […]

Conducting Global Research

I find conducting qualitative research in multiple countries to be fascinating, but international projects also present some unique challenges.  Here are some tips for the next time you need to conduct global research: Involve your local research partners.  Don’t assume you can simply copy the research you’re doing in the US and do the exact […]

Getting Answers Fast

Nowadays, clients frequently need answers to their research questions fast.  I mean, really fast.  As in within days.  That’s challenging, but not impossible.  A few days ago, my colleagues and I at ThinkGlobal Qualitative decided we wanted to learn about the current Pokemon Go craze while it’s still new, and we were able to complete […]