Respondent Personas

Consumer insights are the most critical building blocks of effective advertising—and the key people behind those insights are often qualitative researchers. Kathleen Kindle, Group Strategy Director at Saatchi & Saatchi, delves into why advertising agencies rely heavily on qualitative insights and what advertising strategists and creatives need from qualitative researchers. […]

By Michael Carlon, Founder, Vertigo Partners, LLC, Stamford, Connecticut, michael.carlon@vertigopartners.com […]

Invisible Women: Data Bias in a World Designed for Men helps us understand the ways research and design built around the needs of men shapes all our everyday lives […]