Methodology
Qualitative or quantitative research: how to choose
A simple guide to choosing a method based on your business question.
Articles
Insights for people who make data-driven decisions
Research methods explained without jargon, a look behind the scenes of fieldwork and practical advice on commissioning, reading and using research.
All articles
Explore by topic
20 articles
Commissioning
Commissioning research and the fears that come with it
Some time ago, a large company hired us to evaluate and improve the usability of its portal, based on…
Qualitative
Online focus groups: doing more with less
Focus groups have always been an important qualitative research technique, given their ability to generate insights, whether for product pretesting…
Management
Metrics to manage and improve your business
Peter Drucker, still regarded as the father of modern management, was a writer, professor and consultant. Born in Vienna in 1909…
Commissioning
New times, new ways to commission research
The pandemic (or, more specifically, social distancing) had a profound impact on how people and companies work. That much is not news…
Neuromarketing
The future of facial expression analysis
The human face is a vast, ever-changing window into our innermost state of mind, with a wide range…
Qualitative
Campaign pretesting
Over Checon’s 25 years in the market, one of the qualitative studies we have run most often is the advertising campaign pretest, whether…
Neuromarketing
Brand loyalty and neuromarketing
Like most of the ideas and assumptions we were used to, the meaning of “loyalty” has changed considerably…
Neuromarketing
Likability in advertising
I have always found it a bit of a stretch to expect ad campaigns to make people fall in love with brands, products…
Neuromarketing
Neuroscience vs. neuromarketing: what’s the difference?
Even people who work in the field aren’t always clear on how neuroscience and neuromarketing differ in breadth, scope and meaning.
Management
Who are your customers, and how well do you know them?
The basic requirement for the success of any venture is knowing and monitoring its market and, more specifically, the expectations and needs of…
Commissioning
How to choose a research company
There are many things to weigh when hiring a market research company. The starting point is accepting that no one (including the research companies themselves…
Commissioning
Is market research expensive? Should I invest in it?
Before deciding whether to invest in market research, consider this: in Brazil, more than 71% of new companies close…
Neuromarketing
Eye tracking: what it is and when to use it in market research
What eye tracking reveals about packaging, ads and websites, and what it doesn’t.
UX
Usability testing with five users: myth or fact?
When a handful of participants is enough and when you need a larger sample.
Quantitative
NPS: how to go beyond the score
How to turn NPS into action priorities with driver analysis.
Secondary data
Desk research: where to find reliable official data
Brazilian public data sources for market sizing, and how to evaluate each one.
Public sector
How to evaluate public policy with research
Baselines, indicators and public input to measure results.
Commissioning
ISO 20252: what certification means for clients
What changes in practice when a research firm follows an international quality standard with external audits.
Commissioning
How to write a good research brief
What to include to get a faster proposal and a study that answers the right question.
“Suggested topic”: topics planned for upcoming articles.
New articles by email
Get the next article
One email when a new article comes out. No spam, and you can unsubscribe anytime.
Frequently asked questions
Questions about the articles
Question 01
How often does Checon publish articles?
We publish articles throughout the year on methodology, commissioning research, neuromarketing, UX and using data. Sign up with your email to get new articles.
Talk to a specialist
Question 02
Can I suggest a topic?
Yes. Send us your idea through the contact form. Questions clients ask often turn into articles.
Talk to a specialist
Question 03
Can I republish a Checon article?
You’re welcome to quote excerpts with credit to Checon Pesquisa and a link to the original. To republish a full article, please contact our team.
Talk to a specialist
Contact
Let’s design your next study
Tell us what decision you need to make. A specialist will get back to you within 1 business day with an initial approach.
- +55 61 3542-2876
- checonpesquisa@checonpesquisa.com.br
- SEPN 513, Bloco A, Sala 206, Parte 20, nº 22, Asa Norte
CEP 70760-521 · Brasília, DF, Brazil