Guides
Practical how-to guides for commissioning and using market research — from brief-writing to acting on the final report.
Question ordering, scale choice, bias avoidance, and the small design decisions that make or break your data.
Building rapport, managing dominant voices, reading the room, and extracting insight from disagreement.
Which trade-off method fits which decision — a decision tree with worked examples from pricing, range, and message selection.
When a convenience panel is fine, when you need probability sampling, and how to be transparent about what your results represent.
Interview guide design, rapport-building with C-suite respondents, and how to probe without leading.
Structure, narrative, data visualisation, and the one-slide rule — making insight land with business audiences.
Consumer ResearchA step-by-step playbook for designing consumer research in South Africa: sampling, translation, moderation, and fieldwork.