Empathy is Bullshit

Why we need more understanding and perspective taking — in all directions — and less so-called “empathy”.

As a qualitative researcher, I’ve often invoked the word “empathy” as part of what I do. At…

Research shouldn’t be faster & lighter — it should be slower & thicker

Why don’t companies do more research? When I left consultancies about eight years ago, I thought I had a good sense of the reasons for skipping a round of research or cutting budgets for it, or foregoing it…

Before the Brief: How to do desk research

With a brief explanation of why you absolutely should

Personas That Govern

Chuck Schumer has imaginary friends

The “New Normal” of Qualitative Research

What we found in our competitive review of the market…

Getting Briefed in the Ladies’ Room

And other ways bad process broke the creative brief

If you’ve worked in advertising long enough, you’ve been through the process before — the one where everyone agrees there’s something wanting in the…

Before the brief: Observation

The first in a limited series about what brand & communications…

Politics & College

Do politics play a role in how students evaluate their college choices? We looked…

Inclusive & Accessible Research — Why are we having this conversation?