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 browsing a shelf
Brand & Innovation

Testing Article that is Gated

Shelf tests answer one question. Two Indeemo customer studies show why the other two moments matter just as much for whether a pack gets picked up again.
Aoife Looney
September 23, 2026
Woman browsing a shelf
Brand & Innovation

Your packaging gets judged three times: is your research only watching one?

Shelf tests answer one question. Two Indeemo customer studies show why the other two moments matter just as much for whether a pack gets picked up again.
Aoife Looney
September 23, 2026
Patient and healthcare worker holding.
Healthcare Research

World Patient Safety Day: the safety gap between appointments

WHO's 2026 theme is safe care for noncommunicable diseases. Here's what patient research shows about where the risk actually sits.
Aoife Looney
September 15, 2026
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

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