Jeff Hecker

How to avoid bias in research

One of the most important concerns we have as market researchers is how to minimize the influence researchers have on participants. We want to uncover participants’ real thoughts, feelings and motivations, but what if the researcher’s presence, or even the mere act of asking the question, has an impact on participants’ responses? Click here to read the

Germany in times of Corona

After weeks of “light” lockdown, Germany went into a full lockdown again on December 16th 2020- Advent, Christmas and even New Year’s Eve – hard to imagine how people would comply and deal with the limitations. That day, IKM started a long-term online community to observe changes in behavior, compliance, emotions, and observations of consumers