By Dulce Alonso, PhD Culture continues to be one of the most powerful — and often underestimated — drivers of consumer behavior. Beyond age, income, or […]

By Dulce Alonso, PhD Usability testing is one of the most important parts of UX research — the process of understanding how people experience and interact […]

By Dulce Alonso, PhD Learn how to choose the right market research methodology. Explore when to use qualitative or quantitative approaches, and why cultural context matters […]

By Dulce Alonso, PhD As the U.S. and global populations age, seniors—adults 65 and older—are becoming one of the most influential groups for brands, healthcare providers, […]

By Dulce Alonso, PhD In multicultural market research, two key methods—focus groups and in-depth interviews (IDIs)—are essential tools for uncovering consumer insights, particularly when researching diverse […]