From our insights engine room

Almost every company on the planet has run surveys at some point. As insights specialists, we have all experienced that moment when we discover an unexpected correlation between distant variables, and we have a wealth of data to prove it. However, survey findings need to be taken with a grain of salt.

This is because survey data can be skewed by bad actors. From bots filling out surveys to human participants filling it more than once for incentive, several factors can compromise survey data. Who knows what else participants get up to while filling out a survey, and how that affects the validity of the collected data. 

Our long-form, Hardwired interviews mitigate most of these risks. They give our researchers focused, one-on-one time with an actual human being voluntarily sharing their thoughts and emotions about a specific topic. The value of one-on-one interviews has only increased since the Covid-19 pandemic, which saw many people miss genuine human connection. 

Hardwired interviews minimise distractions, provide a comfortable environment to focus on a specific topic, and bring out the core emotions that underlie human decisions. We have tailored our methodology through the years to maximise its efficiency and we continue to do so to capture the zeitgeist as it unfolds.