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Learn about Sentient through the insights we are uncovering across the globe.
ESOMAR Congress in Athens: Odyssey
The theme of this year’s Congress in Athens was “Odyssey – The Changing Face of Market Research,” and the conference didn’t disappoint. Numerous speakers discussed the ways that technology and emerging methodologies have...
Hybrid Methodology Research: Integration Strategies That Work
As anyone that has ever worked on a multi-phased research study knows, integration of people, learning and insights is critical to success, and missing an integration point along the way can potentially thwart an entire...
Ultimatum, coins of emotional fortune, and a brief refutation of game theory
Let’s play a game: There are ten coins on the table. The rules of the game are simple. I propose a way we should split the coins; you can either accept or reject my proposal. If you accept my terms, we get the coins according...
Research on Stereotypes: The Consumer Subconscious at its Best
Researchers in the field of social psychology have long been interested in one of the most significant malaises of society in developed countries: stereotyping. One study in particular stands out as a foundational...
We're All Einsteins
Do you remember the pop science trivia factoids about Einstien’s brain that used to travel freely through social parlance? “His brain was so much bigger than the average human’s!” “It’s science, man, he used sixty percent...
Give me the "real reason": Emotion as the reason behind Lebron's Decision
I've been waiting a while to write this post. Not about LeBron per se, but about this phrase "the real reason" used in describing the motivation behind a decision. It just so happens that LeBron's "Decision" serves as a...
Multi-touch qualitative research
Many research studies are designed to have single touches with consumers. Ex: in focus group situations, the moderator typically meets the research participants for the first - and last time - when they enter the focus group...
MISSING: The Sources of our Feelings.
What do you do when you get sad and find yourself in a bad mood? I for one try and reflect on what has happened in that day, that week, that month, and find the root of the issue in the hopes of eradicating it forcibly and...
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