In the world of insights we tend to think about biases and heuristics and System 1 and System 2 thinking in the same light of how we interact with respondents, and how we collect information from them. It is less common, but no less important, to think about how biases and heuristics influence our analysis and the insights we generate.

Halloween is a time of campy spookiness and fun frights. But this year, for many Canadians, COVID-19 has added a very real layer of fear that’s putting a damper on the season. Rising COVID-19 cases and physical distancing requirements are causing widespread concern about participating in many of the classic Halloween traditions, including door to door trick-or-treating and having Halloween parties.

If the past seven months have taught us anything, it’s that health is our most valuable asset. Particularly for individuals living with chronic health conditions at higher risk for having COVID-19 complications, such as asthma, cardiomyopathy, vasculitis, and Crohn’s, 2020 has both amplified health and safety precautions, and intensified the relationships these individuals have with healthcare professionals, pharmacy staff, and brands.

A recent discovery of an enormous underground monument surrounding Stonehenge underscores the power of technology, teamwork, and a relentless pursuit of deep understanding. This discovery is a reminder to insights professionals of the value of embracing new insights tools that provide fresh perspectives.

In the world of market research, we really have one fundamental job: generating insights that help our organizations thrive. It sounds simple, but it is not. We, however, are not the only professionals who must generate insights. The intelligence community have much the same task—only the stakes are much higher. We have much to learn from their approach to generating insights, while grappling with innate biases and limitations.

Maru recently facilitated a conversation with a group of hospitality professionals, to provide a forum for the exchange of ideas and to better understand the revolution currently underway. This group represents a fascinating cross section of the hospitality sector—hotels, food and beverage, resorts, and destination marketing. They are not just facing a challenge; they are grappling with the necessity to revolutionize their business models and their approach to insights.

“I knew it, right from the beginning” Ever said that? I have, and I regret it now. When we jump to a conclusion early on in a research exercise it can feel so right that we can end up ignoring other evidence—information that might lead us to a different conclusion. We’re not the only professionals that face this challenge. In this article we dive into tunnel vision and look at some example of how it bedevils detectives and lawyers—too often leading to wrongful convictions. By better understanding tunnel vision and similar biases, we can be on guard for them in our own insight process.

In this final installment of the Maru/Matchbox Pet Care Pod, Erica Ruyle, SVP of Qualitative Insights, once again joined me to talk through the last of a two part episode on areas of growing spend in pet care. Specifically, the behavioral science behind where pet owners are splurging.

On episode 4 of our Pet Care Podcast, Erica Ruyle and I explore the world of emerging sectors and spending opportunities in pet care, as well as the emotions and drivers around splurging on treats, toys, and other pet items beyond daily food.

As we continue to explore the pet care space through our Pet Care Pod, this week in Episode 3 we focus on labeling fatigue and confusion in pet food. Clean, natural, organic? How do consumers make sense of these terms and what helps them determine if a brand or variety is the right choice for their pet?

I was fortunate to recently lead a discussion with insight leaders from a wide range of fields including retail grocery, not-for-profit, media, durables, utilities, and financial services. The discussion was free-flowing and thoughtful and gives us a unique window into some of the challenges businesses and insights leaders are facing. The article captures some of the key thoughts and feelings expressed in this discussion.

Following up on Maru/Matchbox’s introductory Pet Care Podcast, Episode 2 digs into more detail about the first trend and behavioral science for pet owners in this short series. In this conversation with Erica Ruyle, Sr. Vice President of Qualitative Insights, we explored the range of experiences pet owners have, particularly pertaining to education and purchase choices.

We are hard-wired to have cognitive biases. It’s the way our brains function. Cognitive biases help us make quick decisions about almost everything we do. Chief among them is confirmation bias: “the tendency to search for, interpret, favor, and recall information in a way that affirms one’s prior beliefs or hypotheses.”