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Blog
From the team
Practical guides and field-tested methods for getting more out of qualitative data.
Qualitative Research Examples: Four Studies That Show The Work
Five real qualitative research examples (from diary studies to AI-moderated IDIs) showing how teams get to the 'why' behind consumer behavior.
High Frequency Panelists: The 4% Problem in Survey Research
The New Shopper Geography: Quick Commerce, Live Commerce, Social Commerce
Procter & Gamble's First Moment of Truth: The Three-to-Seven-Second Window That Reorganized a $70B Company
Editorial Series
The Insight Standard
A long-form series on rigor, judgment, and the future of research in the age of AI.
From the Lab Bench to the Living Room
How 1940s military ration research and Rose Marie Pangborn built modern product testing.
5 min read
How Nielsen BASES Turned Forecasting into a Science
How Nielsen BASES transformed product testing from gut-feel to volumetric forecasting, and what the…
6 min read
The CLT vs HUT Split
Central location testing vs home-use testing, how two product research traditions diverged, why it…
6 min readCase Studies
Proof in the field
How research teams use Enumerate to move faster without giving up credibility.
Exploratory research to understand family dinner experience
How AI-moderated interviews can uncover family dinner dynamics, meal planning challenges, and how technology shapes the table.
Understanding mental health
How a mental health organization used qualitative interviews and surveys to uncover barriers to care, stigma, and resource overwhelm among adults 19–45.
Customer experience with various contact lens brands
How Enumerate AI analyzed consumer experiences across Acuvue, Bausch + Lomb, CooperVision, and Alcon to surface comfort, durability, and preference insights.
Understanding perceptions of top laundry detergents
How do consumers really choose laundry detergents? AI-powered analysis of Tide, Persil, Gain, and Arm & Hammer reveals what drives brand loyalty and switching.