|Justin Sutton
The Coming Insights Surplus
Insight abundance is the insights industry's emerging problem. As research gets more efficient, the bottleneck moves from discovery to judgment.
Research Industry Insights
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Thought Leadership
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The latest thinking on market research, consumer behavior, and business strategy.
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|Andre Barroso
A New Leash on Life: How Dog Aide Transformed Their Volunteer Program Through Research
We caught up with the team at Dog Aide one year after we helped them understand their volunteer experience to find out how they’ve used the insights from that research to make changes and impact their organization.
Research Industry InsightsBrandTarget Market
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|Justin Sutton
Emotional Availability: The Overlooked Variable in Qualitative Research
How emotional availability, not better questions, shapes the difference between data and insight in qualitative research.
Research Industry InsightsProductBrandJourney
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|Justin Sutton
The Practice of Empathy
As decision-making and information summarization accelerate, empathy is becoming harder to practice. Discover why the path from listening to understanding to empathy remains essential for innovation, qualitative research, and creating solutions people truly value.
Research Industry InsightsInnovationProductTarget Market
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|Jill Miller
What I Learned at Quirks NYC 2026: Three Themes Every Brand-Side Researcher Should Be Tracking
A recap of three themes from Quirks NYC 2026 that researchers should be watching: human-led qual, data quality, and the push to turn insights into action.
Research Industry Insights
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|Justin Sutton
Falling into the AI + Qual Trap
Generative AI is accelerating the misuse of qualitative research, stripping away context, rigor, and humanity in favor of false confidence and speed.
Research Industry Insights
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|Justin Sutton
From Truth to Trust: How Research Professionals Earn (and Lose) Their Seat at the Table
When job security feels fragile, research integrity is tested. Why truth, boundaries, and credibility—not compliance—earn trust at the table.
Research Industry Insights
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|Justin Sutton
The Uncomfortable Responsibility of Research Professionals: Being the Voice of Truth
Research professionals have an uncomfortable responsibility: to tell stakeholders not just what the data say, but what they cannot responsibly support.
Research Industry Insights
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|Justin Sutton
Adding a Little, Losing a Lot
In research design, adding “just one more question” can dilute insight quality and bias outcomes. Learn when complexity strengthens insights and when it creates costly misdirection.
Research Industry Insights
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