When people answer survey questions, their responses are influenced by many factors: social desirability, rationalisation, or simply the difficulty of articulating instinctive reactions. As a

There’s a gap in most markets that doesn’t show up in product specs or competitive audits. It lives in the consumer’s mind, and it is the space between what people are looking for from a brand and what they actually perceive the brands around them to deliver.
That gap is called a brand gap, and finding it is

We are pleased to announce a strategic partnership between Split Second Research (UK) and On-Target Marketing Solutions for Asia-Pacific.
Dr. Salim Khubchandani, who leads On-Target Marketing Solutions

We talk a lot about the consumer truth gap, which is the gap between what people say they are going to do and how

Many of our clients have built up a rich body of research over time. A common question we hear is how to get more value

If you’re a brand manager, you may plan carefully, but a lot of how you work day to day probably comes down to habit and

Well yes, as a matter of fact, everyone is There’s no shame in it. We’re all biased in some way or another, although understandably we’d

The idea of synthetic respondents in market research arises from a desire to simulate human responses using artificial intelligence. Instead of collecting data from real