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Bias 4: Confirmation Bias
Welcome back to our series on data biases. We’re breaking down the different ways data skews in traditional market research; specifically, how they can corrupt the data you base your biggest decisions on. So far, we’ve discussed social desirability bias, acquiescence bias, and recency bias. Today we’re unpacking confirmation bias, which stands out among the…
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Bias 3: Recency
Welcome back to our series on data biases. We’re breaking down the different ways data skews in traditional market research; specifically, how they can corrupt the data you base your biggest decisions on. We’ve discussed the ways consumers subconsciously want to control how they’re perceived with social desirability bias and the ways acquiescence bias can…
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Bias 2: Acquiescence
You ran the survey, and eighty percent of respondents said they loved the idea for a new feature to streamline services. You develop it, and six weeks in, barely anyone is using it, and all that time spent creating it feels like a waste. Sound familiar? The problem might not be your product – but…
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Deeper insights, smarter decisions: Our Quirk’s Dallas takeaways
As usual, insights are at a crossroads. You are a decision-making engine for the business, not pure knowledge-making. Go-to-market decisions can be expensive. The new formula for success is being able to say: we worked with X to develop Y idea and our results were Z. The industry knows it; results and insights have been…
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Bias 1: Social Desirability
How it affects your bottom line, without anyone ever seeing it.
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Outdated strategy holding you back? 4 signs it’s time to test in the wild
There are lots of ways to conduct market research, especially in today’s world.
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Why market research keeps missing the mark (and what works instead)
Survey data told you one story. The market told you another. Here’s where that disconnect starts and why it keeps happening: Question 1-47:
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CRC 2025 Apple Bites: The Orchard Team’s Major Takeaways
CRC 2025 gave us three full days of content, conversation, and challenge. The sessions underscored that insights today aren’t just about data collection, they’re about helping brands navigate an ever-changing landscape while acting with empathy and growing with purpose.
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AI is not enough: where and when a human-first approach adds value to your marketing
Despite widespread adoption, most companies aren’t yet seeing bottom-line lift from gen-AI. In a recent New York Times article, McKinsey reports that nearly eight in ten companies now use gen-AI—yet just as many report no significant, enterprise-level EBITDA impact. At the same time, many pilots are stalling out: by late 2024, 42% of companies had…
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Beyond the basics: Key themes from Quirk’s NYC on what’s next for consumer insights
This year’s Quirk’s NYC conference offered more than just product updates and platform demos – it delivered a blueprint for how the insights function must evolve to meet a faster, more fragmented, and emotionally complex consumer landscape. As brands push to innovate, differentiate, and connect more deeply with audiences (especially Gen Z), the role of…
