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Notes

Short pieces on sampling, fieldwork, and what a readout is allowed to claim. Written for people who have to decide.

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.

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.

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.

16 January 2026

A product brief is still a hypothesis

Teams write briefs as if the customer has already agreed. Research is there to find out where that sentence breaks, before the launch budget does.

3 December 2025

A screen and a phone call are not the same sample

Online questionnaires reach people who will click. Phone interviews reach people who will talk. Mixing the files without saying so mixes two audiences.