Research best practices

How AI is powering DIY Research: TMRE 2024

This December, Highlight’s Carly Shira, Head of Customer Development, had the pleasure of moderating TMRE 2024’s panel: Harnessing the Power of DIY Research Tools with AI . The panel featured market research experts…

How to Conduct Product Testing Research

A whopping 90% of new products fail each year. The culprit? Failing to conduct adequate product testing research before launching.

MaxDiff Analysis (A.K.A. “Best Worst” Scaling)

It’s understandable to want to offer your customers everything — a million flavors of ice cream, a completely silent vacuum cleaner with insane suction, and all the stars in the sky as an add-on.

How to create marketing claims that people actually trust in 2025

Creating trustworthy marketing claims in 2025 isn't just about writing better copy — it's about discovering what your customers already love about your product and proving it with data.

Sensory Evaluation: The Key to Winning Consumer Loyalty in CPG

What’s your favorite sensory experience of food? If you live in America, you might not know how to answer that.

Product Testing Methods to Prevent Costly Launch Errors

95% of 30,000 products launched each year fail brutally in the market. So what sets apart the 5% of products that fly off the shelves? Two words: Product. Testing.

How to Use Product Benchmarking to Your Advantage

“Mirror, mirror, on the wall, who’s selling the best microwave bacon of all?”

How to Choose a Consumer Product Testing Company

You know you need data to build the best possible product. But there’s still so much more to decide.

Customer Insights Analysis for Cost Savings

Who are your customers, and why would they buy a product like yours? Or — if you’re having trouble staying on grocery store shelves — why might they NOT be buying it, and how can you change that?

What is a Screener for a Survey?

Screeners for surveys are your first line of defense against people looking for freebies, or participants messing up your data. But the goal of survey screeners isn't just to filter out unqualified respondents — it's to…

Spotlight: Tierney Wilson of Sakara

Tierney Wilson is a marketing leader with a long track record of scaling and transforming diverse businesses within the retail, fashion, beauty and CPG sectors. Now as Chief Marketing and Digital Officer at Sakara, she…

5 Things You Might Have Missed at Showcase 2024