Synthetic AI personas are fast and cheap, but they won't surprise you with a heartfelt anecdote or an uncomfortable truth. Here's where synthetic works, where it doesn't, and how to combine it with real human research.

What the say-do gap is, what causes it, and how to get closer to what people actually do — not just what they say they do.

A practical guide to capturing the real-world context behind consumer product choices – through in-home usage testing, video diaries, and in-the-moment research methods.

Routines; the small, repeated acts of daily life – are becoming the most valuable lens in modern research. A look at Q3 2025 activity on Indeemo and what it reveals about where qualitative insight is heading.

A doctoral researcher's account of using Indeemo to follow early career teachers through their first full year in the classroom capturing the lived experience that traditional snapshot methods miss.

What unmoderated research means, when to use it instead of moderated methods, and how to run it well — with a practical comparison of the two approaches.