Blog
Notes on in-the-moment research
Practical guides for research agencies: how to plan, run and analyse diary, ethnography and live studies, with what we learn building Zolensa.
What is mobile ethnography? A practical guide for research agencies
Mobile ethnography lets participants record their own lives on their phone. Here is what it is, when it beats other methods, how to plan a study, and what to watch out for.
How to design a diary study that people finish
Most diary studies lose people in the middle. Practical advice on length, task design, timing, reminders and follow-ups that keeps participants going to the last day.
How to plan a video in-home usage test, day by day
A practical plan for an in-home usage test (IHUT) with video: what to ask at unboxing, first use, repeat use and the end, how to compare products, and how to bring real use into the debrief.
Online focus groups with an observation room: a moderator's checklist
How to run a good online group discussion: group size, invitations, the observation room, chat and mute controls, recording, and what to do before, during and after the session.
AI in qualitative analysis: faster themes without losing the evidence
Where AI really helps in qualitative research, from transcripts to themes, where it can mislead, and five rules for using it so every finding still leads back to what a participant said.
Journey mapping in qualitative research: shopper, patient and digital journeys
How to capture a customer, shopper or patient journey from the people living it: setting the steps, rating how each one felt, finding the pain point, and adding the video that explains it.
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