Articles on consumer research, AI-moderated interviews, and faster ways to get insight.
How a global home appliance major read two finished films with real buyers before the media buy: 30 in-depth interviews per film, five fixed dimensions, both studies fielded in parallel and closed in under a week.
Read the case studyHow one of India's largest FMCG companies tested 10 actresses with 118 women across 4 cities: ranked scores, voice explanations, and a costly blind spot caught in under 48 hours.
Read the case studyHow to protect spontaneous reactions, ladder consumer benefits, and avoid leading questions when testing concepts in qualitative interviews.
Read the guideA beginner-friendly guide to writing consumer-first concepts, testing what matters, and using feedback before you invest in product or launch.
Read the guideKantar's launch of Converser validates AI-moderated qualitative research. See when Kantar is the right fit and when an India-first workflow like InquiSight is better.
Read the guideAn India-focused comparison across AI-moderated qualitative research, panel operations, surveys, social intelligence, and creative testing tools.
Read the guideAn honest comparison of what Poocho does well, where teams start looking for alternatives, and when InquiSight is the better fit.
Read the guideA practical guide to running consumer research yourself, including the four steps, where AI helps, common mistakes, and a timeline comparison against agency and AI-assisted workflows.
Read the guideThe three questions every D2C brand should answer before increasing ad spend, plus what qualitative research should actually look like at early stage.
Read the guideA practical comparison of method fit, India-specific focus group challenges, and how AI-moderated interviews change the choice.
Read the guideAn editorial ranking of InquiSight, Poocho, Entropik, Kantar Converser, Outset, and Knit, with official URLs and the trade-offs that matter for India-based qualitative research.
Read the guideA practical guide to AI-moderated interviews, where they fit, where human moderation still matters, and what a decision-ready output should include.
Read the guideA clear look at speed, evidence, flexibility, and when an agency still makes more sense than an AI-led workflow.
Read the guideHow to use qualitative research to uncover price anchors, resistance, and buying logic before you commit to a number.
Read the guideWhen founders should use interviews, when they need numbers, and how to sequence both without wasting time or money.
Read the guide