Signal & Noise

Market research is the systematic collection and analysis of information about markets, customers and competitors. This guide covers the main types, real-world examples, and how AI is opening new poss...

How to generate user or customer personas from real interview and survey data with AI, the persona types that exist, and how to avoid baking in bias from skewed input.

The Critical Incident Technique (CIT) asks for specific remembered events, not general opinions. What it is, how to run it, and how to analyse incidents at scale.

How to analyse patient and member free-text feedback at scale with AI, while handling health data anonymisation and care-touchpoint mapping properly.

How engineering leaders use AI to find recurring root-cause themes across dozens of incident postmortems, with traceability back to source.

How IR teams and analysts use AI for earnings call transcript analysis: management language, analyst Q&A themes, quarter-over-quarter shifts.

How Monitoring, Evaluation, and Learning (MEL) teams can analyse beneficiary interviews, FGDs, and MSC stories at scale, with donor traceability and native multi-language support.

How to analyse large FOIA releases and leaked documents with AI: find recurring themes and contradictions, and trace every claim to its source page.

How to synthesise customer advisory board feedback into recurring themes with full traceability, instead of relying on a manual spreadsheet nobody keeps updated.

How to analyse skip-level meeting notes at scale and tell a systemic problem from one person's complaint, with full traceability back to source.

AI for public comment analysis helps agencies in the US, EU, and elsewhere triage and code thousands of regulatory submissions with full traceability.

Customer discovery interviews reveal whether the problem you're solving is real and who it matters to most. Learn how to find participants, run interviews, and turn findings into confident product dec...

Analysing hundreds of written consultation responses requires systematic coding, metadata by respondent type, and clear audit trails. This guide covers the full workflow for public and regulatory cons...

A practical guide to consulting primary research: scoping the right questions, designing the interview guide, managing fieldwork, and synthesising 20+ interviews into a clear recommendation.

Step-by-step guide to doing thematic analysis in Excel — spreadsheet setup, colour coding, and pivot tables for qualitative data. Plus when Excel stops working and what to use instead.

JTBD research reveals why customers hire or fire products by exploring the progress they're trying to make. Learn the Switch interview structure, how to code JTBD data, and how to act on the findings.

Voice of the customer (VoC) research explained: what it is, the main methods and metrics, a 6-step programme, and how to analyse qualitative VoC feedback at scale.

How to plan, conduct, and analyse qualitative consumer insights research — from depth interviews and focus groups to synthesis and stakeholder presentation. Includes tool recommendations for 2026.

How to analyse focus group data — from transcribing sessions to coding group dynamics, comparing across groups, and writing up. Includes a worked example.

A step-by-step guide to analysing customer interviews — from coding themes to synthesising insights — with practical examples for market researchers.

A step-by-step guide to analysing employee survey open-ended responses: from preparing and anonymising data to coding themes, segmenting findings, and presenting results.

Qualitative research for consultants operates under constraints that academic methods were never designed for. This guide covers tools, workflow, and best practices for consulting timelines.

How to pracrically anonymise interview transcripts in a business setting: replace identifiers, pseudonymise roles, and meet compliance requirements with Skimle Anonymise.

Practical ChatGPT prompts for qualitative data analysis — plus a clear-eyed account of where general-purpose AI falls short for rigorous qualitative work.