Developed by social psychologist Rensis Likert in 1932, the Likert scale was designed to capture subtle nuances and simplify data collection and allowed for easier statistical analysis of attitudes.

Are you the person you say you are? Do you really shop the way you think you do? Or snack?

Picture this: You’re on the couch after work, aimlessly scrolling, when a 15-second video stops you mid-scroll—suddenly you’re watching a skincare routine you never knew you needed. A few taps later, that $47 serum is in your cart.

Despite widespread adoption, most companies aren’t yet seeing bottom-line lift from gen-AI. In a recent New York Times article, McKinsey reports that nearly eight in ten companies now use gen-AI—yet just as many report no significant, enterprise-level EBITDA impact. At the same time, many pilots are stalling out: by late 2024, 42% of companies had…

Dating apps are the perfect Petri dish for observing the ways in which users operate online. With a wide array of variables like height preferences, political affiliations, and desired level of commitment as filterable criteria, the ability to customize respondents should make it a breeze to find the perfect partner. But even so, the success…

In market research, understanding purchase intent is crucial for predicting consumer behavior, optimizing marketing strategies, and making informed business decisions. Traditionally, researchers have relied on direct questioning, surveys, and focus groups to gauge consumer intent. However, these conventional approaches come with significant challenges that often lead to misleading insights and misallocated resources, both in your…

Retailers have spent years trying to connect the dots between what consumers do online and what they buy in stores. Today, we know the answer: Digital behaviors don’t just influence in-store purchases, they predict them. Search history, app usage, and social media engagement leave digital breadcrumbs offering sharp insight into what consumers will do once…

Market researchers are facing a persistent challenge: traditional research methods struggle to capture quality data that can accurately predict how consumers will actually behave. Yet, the solution is right in front of us. In a new article for Greenbook, Client Strategy and Insights Manager, Jordan Neve explores how to unlock real-time consumer insights by using…

Most marketing messaging is invisible. Consumers scroll past, tune out, and forget faster than you can say “brand awareness.” But current message testing methods are like trying to gauge how popular a movie will be by only showing the trailer.

You’re gambling with your marketing budget right now.   That new product launch you spent months perfecting? There’s an 80% chance it’ll fail. Those campaign strategies your team debated for weeks? They’re missing the mark with your audience.