Introducing the Ditto Consumer Sentiment Tracker
We're excited to launch something we've been quietly building: a live consumer sentiment tracker that updates weekly with real insights from synthetic research....
Articles & Insights
Tag: Best Practices
Research Best Practices
Great research requires more than good tools. These articles share best practices for designing effective studies, asking the right questions, and translating insights into action.
Whether you're new to synthetic research or looking to sharpen your approach, these guides offer practical tips for maximising the value of your consumer insights work.
What You'll Discover
- Study design principles for synthetic research
- Question formulation techniques for richer responses
- Interpreting and acting on consumer insights
- Common pitfalls and how to avoid them
Browse our best practices guides to level up your research game.
Best AI Market Research Tools: The 2026 Buyer's Guide
The market research industry is experiencing its biggest transformation in 70 years. In 2026, AI tools can do in hours what traditional research took months to accomplish—and at a fraction o...
Research Without Respondents: The Complete Guide
Every market researcher knows the tension: you need consumer insights tomorrow, but recruiting qualified respondents takes weeks. You need honest answers about sensitive topics, but social d...
The Definitive Guide to Synthetic Research
Market research has always faced the same fundamental constraint: to understand human behavior, you need humans. Recruiting them takes time. Getting honest answers is difficult. Reaching cer...
The Framing Effect: How You Ask Changes What People Choose
In the early 1980s, psychologists Amos Tversky and Daniel Kahneman presented people with a scenario:...
Question Order Effects: How Survey Structure Changes Your Data
In 1948, researchers asked Americans two questions:...
Regression to the Mean: Why That Big Win Wasn't What You Think
Your top-performing store manager just increased sales 35% quarter-over-quarter. You promote them to regional manager and roll out their "best practices" company-wide....
Survivorship Bias: Why Your Data Only Shows the Winners
Survivorship bias is the logical error of focusing on things that made it past some selection process while ignoring the things that didn't. It makes success look simple and failure invisibl...
Social Desirability Bias: Why Your Research Data Might Be Lying to You
Social desirability bias is one of the most stubborn problems in market research, social science, and consumer insights. It's the tendency for people to answer questions in ways that make th...
Synthetic Market Research 101
Synthetic market research is a rapidly growing field that makes it very easy for individuals to perform accurate market research, at scale, in minutes....
What Is Synthetic Market Research?
Synthetic market research is a new way to answer an old question: ...
Synthetic Research Can Help You Win the Battle For Consumer Attention
The attention economy has a problem: the pie isn't getting bigger, but everyone's trying to serve more slices....
The importance of being messy in Synthetic Research
When we first started work on Ditto, it was clear to us from the very beginning that while we were building a software product based on solid scientific principles, we needed to make sure to...
Why you might not read this post
Every second, our digital ecosystem processes an extraordinary volume of content. 6,000 tweets, 272 TikTok videos, and thousands of Instagram posts flood the networks. Daily, we’re talking a...
The Physical Fallacy in Market Research
There's a pattern that shows up across business: when faced with a problem, we default to physical or engineering solutions when psychological ones would work better. Call it the physical fa...
The Focus Group Lie: Why the Say-Do Gap Is Your Best Data
Your product team analyzed feedback from your latest user interviews. Everyone said the new feature was exactly what they needed. Priority number one. Can't live without it....
Why Your Synthetic Consumers Built Simply with ChatGPT Keep Lying to You
There's a dirty secret in cheap synthetic research: when you ask an LLM to rate purchase intent on a 1-5 scale, it lies....
Testing Trend Reports Against Our Digital Twins
Each fall and winter, many retailers and analysts publish smart forecasts about what we will eat and why, in the coming year....