ARTICLES

Articles and perspectives from our team

Articles on methods, fieldwork and the craft of understanding people in the context of their everyday lives - from the people behind Indeemo.
Woman reaching for her inhaler.
Healthcare Research

What a week of patient journaling gives you that an interview cannot

A week-long patient diary study with nine asthma patients. The most interesting thing that happened was not in the data. It was what the journaling did to the patients.
Dr Ian Twohig
August 27, 2026
Close up of AI apps on phone.
Generative AI

Why nobody can tell you how they use AI, and what to measure instead

The 2026 research record can't agree on how many consumers use AI to shop. The disagreement isn't a rounding error. It's a sign that the instrument is broken.
Aoife Looney
August 18, 2026
Young adult man smiling while holding and interacting with a smartphone display model, comparing features and considering a purchase in a modern electronics retail store.
Consumer Purchase Journey

The buying journey that doesn't end at the register

Path-to-purchase research is quietly becoming path-to-ownership research. A look at recent activity on Indeemo and why the moments after the money changes hands are where the next purchase is decided.
Aoife Looney
August 11, 2026
Image of a woman holding her phone while out and about, with an overlay of screenshots of the indeemo platform's survey tasks.
Consumer Research

Introducing survey tasks: structured questions, answered in context

What survey tasks are, why structured questions answered in context are different from a standalone survey, and how closed answers become a way to navigate your video evidence.
Aoife Looney
July 8, 2026
Young woman in front of her digital twin, reaching out to make contact
Synthetic Personas

Synthetic users and digital twins: what they can't tell you about real customers

The research teams most often cited in the synthetic users pitch stepped back from their biggest claims. Here's what that means for anyone deciding whether to research with digital twins or with real people.
Will Plummer
July 6, 2026

Latest articles

Filter
3
Thank you! Your submission has been received!
Oops! Something went wrong while submitting the form.
participant recording a video on their smartphone while examining a product label in a supermarket aisle
Consumer Research
Mobile Ethnography
Understanding consumer attitudes to sustainability: why in-the-moment research gets closer to the truth
Sustainability is now a priority across every sector of consumer research. Here's why diary studies and mobile ethnography give brands the contextual understanding that surveys and reports can't.
Eugene Murphy
December 6, 2023
Research team at laptop during a design thinking workshop.
Brand & Innovation
UX Research
Generative research for design thinking: methods, frameworks, and how to get started
What generative research is, how it fits into design thinking and the double diamond, and the qualitative methods that help teams build real empathy before they build anything else.
Dr Ian Twohig
May 16, 2022
woman taking photo of product in store
UX Research
Mobile Ethnography
Ethnographic research: a practical guide for UX teams
What ethnographic research is, why it works for UX, and how mobile ethnography has made it faster, more accessible, and easier to scale.
Dr Ian Twohig
August 25, 2021
Researcher sitting at laptop
Generative AI
What generative AI actually does for qualitative researchers (and how to use it)
What generative AI is, why it matters for qualitative research, and how to write prompts that give you genuinely useful outputs – not frustrating ones.
Dr Ian Twohig
February 20, 2024
group of friends taking photo
Diary Studies
Mobile Ethnography
How to plan and run a diary study: a definitive guide
What a diary study is, why researchers use them, when they work best, and how to plan your first project. From defining objectives to analysing results, this is everything you need to know.
Dr Ian Twohig
May 13, 2024
Research participant recording a video diary on their smartphone at movies
Mobile Ethnography
The definitive guide to digital ethnography
What digital ethnography is, how it works, and how to run your first project. The name might sound academic, but the method is mobile-first, AI-powered, and as easy to use as social media.
Dr Ian Twohig
January 24, 2024
friends getting on a train
Consumer Research
Brand & Innovation
Understanding consumer occasions: how to research the moments that drive brand growth
What consumer occasions are, why they matter for brands, how to research them with in-the-moment methods, and how to turn occasion-based insights into product innovation and marketing strategy.
Dr Ian Twohig
April 19, 2024
Consumer Research
Customer closeness research: what it is and how to build it into your organisation
What customer closeness research is, why it matters more than ever, and how to run continuous research programmes that keep you connected to the people behind the data.
Dr Ian Twohig
November 8, 2022
Participant recording a video response on their smartphone on the street as part of an asynchronous qualitative research study.
Mobile Ethnography
Diary Studies
The complete guide to asynchronous qualitative research
What asynchronous qualitative research is, how it compares to traditional methods, why it produces richer data, and how to run your first async study.
Eugene Murphy
November 5, 2020
Young woman unboxing eco-friendly bottle during live stream
Market Research
Consumer Research
Consumer feedback in market research: a practical guide to understanding your customers
What consumer feedback is, why it matters, the best methods for collecting it, and how video and AI are changing the way researchers and brands listen to people.
Dr Ian Twohig
January 31, 2024
Shopper browsing products on their smartphone while standing in a retail store aisle
Consumer Purchase Journey
Consumer Research
The consumer purchase journey: how to research it and why it matters
The purchase journey is omnichannel, non-linear, and harder to track than ever. Here's what it looks like, why traditional research misses most of it, and how to map the real journey your customers take.
Eugene Murphy
March 1, 2024

No articles found

We couldn't find any matches for "quantum physics". Try checking your spelling, using different keywords, or exploring our primary research categories below.
Clear search & browse all

Have a story to share?

We’d love to hear how your team uses Indeemo. Get in touch to discuss featuring your research story.

Book a demo
Get in touch