Market research
Articles from the Konfidant team. Published weekly. Free to read.
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What is an omnibus survey, and when should you use one?
29 Apr 2026
What is an omnibus survey, and when should you use one? The cheapest way to answer a small question – and an expensive way to get a big one wrong.
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How to brief a consumer research agency
29 Apr 2026
How to brief a consumer research agency: start with the decision the business must make, not the methodology. What a brief needs to get sharp work.
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What are the biggest mistakes in market research?
29 Apr 2026
The biggest mistakes in market research don't look like mistakes – they look like tidy reports answering the wrong question. Six budget-wasting traps
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What is consumer tracking research, and is it worth it?
29 Apr 2026
What is consumer tracking research, and is it worth it? It only pays back if you keep going – how the data compounds, and what kills tracker value.
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How often should you run consumer research?
29 Apr 2026
How often should you run consumer research? Most ask the wrong question – it's the speed of the decision, not the calendar, that sets the cadence.
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How to choose the right consumer research methodology
29 Apr 2026
How to choose the right consumer research methodology: start with the decision, not the method – match the approach to what the evidence must change.
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What are the limitations of survey-based research?
29 Apr 2026
What are the limitations of survey-based research? Surveys earn their place, yet memory, honesty and the snapshot problem cap what they can tell you.
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What is the difference between market research and consumer insight?
29 Apr 2026
Market research vs consumer insight: research gives the evidence, insight the meaning. Why they're different jobs – and why strong brands need both.