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Square Holes How To Guides

All things human centred, market research, changing consumer behaviour, building better products, selling more of anything, product-market fit, design thinking and loads more.

The marshmallow test, and the crisis of replicability’

‘Good things come to those who wait” has been said. As has been “the early bird catches the worm!” Maintain self control...

Internet research to build better websites

It would seem increasingly easy for websites to engage users. However, too often the user experience is fundamentally flawed. This is typically from replicating...

Research, Development and innovation

Innovation is all the rage, and some say 'innovate or die.' Much discussion around 'innovation' actually skews towards ... Cost reduction, process efficiencies and more...

Rules of collaborative research

Robust evidence based insights are critical in the ever evolving ideas economy, yet the thinking is changing. Rather than the traditional market research process...

Navigating the path to purchase

It is more critical than ever to understand the path to purchase. In a world where word of mouth, 'virtual' and otherwise,...

How to measure marketing effectiveness

The best way to measure marketing effectiveness is to assess the corresponding change. Be this change through increasing sales to movement in attitudes and...

How to create evidence based stories about people

In the search for the next world changing idea human nature is to think BIG, as the world is a big place. Yet, the...

How to segment a market (beyond assumption)

Likely the biggest driver to strategic success is the ability to accurately assess the size of a market, its needs and the optimal path...

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