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Tag: Methodology
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 w...
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Research Without Respondents: The Complete Guide
Every market researcher knows the tension: you need consumer insights tomorrow, but recruiting qualified respondents tak...
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The Definitive Guide to Synthetic Research
Market research has always faced the same fundamental constraint: to understand human behavior, you need humans. Recruit...
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Question Order Effects: How Survey Structure Changes Your Data
In 1948, researchers asked Americans two questions:...
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12 Ways in Which AI Will Change Market Research in 2026
Market research has always had an awkward job. It is expected to be fast, cheap, statistically pristine, globally repres...
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What 100 Americans Actually Want in 2026 (And What It Reveals About Consumer Research)
We asked 500 synthetic Americans—calibrated synthetic personas spanning ages 21 to 88, from Erie to San Diego, from stud...
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Selection Bias: Why Your Survey Respondents Don't Represent Your Market
Your survey says 85% of customers love your new feature. Your sales data says nobody's using it. What went wrong? ...
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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...
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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....
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The Ten Levels of Synthetic Personas
A practical classification system for synthetic personas, from prompt-only profiles to interactive multi-agent societies...
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Definitions of Common Terms in Synthetic Market Research
Synthetic market research is full of confident-sounding phrases that are often used imprecisely. Some are borrowed from ...
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Synthetic Market Research 101
Synthetic market research is a rapidly growing field that makes it very easy for individuals to perform accurate market ...
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What Is Synthetic Market Research?
Synthetic market research is a new way to answer an old question: ...
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Simulating the Human Mind
The technical blueprint for cognitively grounded synthetic personas...
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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 p...
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