12 March 2026
A segment is a decision, not a demographic
Age and city are easy to tabulate. They are a weak reason to change a product. A useful segment is a group that would hear a different recommendation.
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Careful with the sample.Close to the people.Honest about the data.
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Perceptrum stays with three things that do not get split apart: who is asked, what comes back, and which completes are allowed to count. The sample is people who agreed to take part. The questionnaire is built for one decision. The readout names what the evidence can hold, and what it cannot.
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27 February 2026
What to ask before fieldwork leaves the building
Handing a study to a field partner does not hand away the method. The brief should say who counts, what gets thrown out, and who you can call while the study is open.
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4 February 2026
A room or a screen for a group discussion
Both formats can work. The choice is about what you need to watch: how people handle an object, or how a scattered audience talks when they do not have to travel.
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