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The Sapien journalPeople. Choices. Context.

Journal.

On people, choices, and the
evidence in between.

Latest articles

181 articles
Solid and outlined people considering two ivory multipacks with tea-leaf and sun reliefs on connected sculptural terrain.
Journal8 min read

Van Westendorp Pricing: Questions and Worked Example

Use Van Westendorp’s four questions to find a plausible price range. Learn how the records, curve directions and repeated equalities shape the next price test.

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Solid and outlined figures beside a blank weekly calendar, grocery list, basket and meal ingredients on ivory terrain.
Journal10 min read

MaxDiff Analysis: How It Works and Worked Example

Learn how MaxDiff compares priorities within a list. Follow a balanced task design, check count scores and use the findings to choose focused prototype work.

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Solid and outlined people considering two ivory multipacks with tea-leaf and sun reliefs on connected sculptural terrain.
Journal9 min read

Gabor-Granger Pricing: Method and Worked Example

Learn how Gabor-Granger uses a price ladder. Follow answer paths, check missing information and compare revenue and contribution before a market pilot.

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A charcoal interviewer and outlined counterpart beside one double-circle question card and two separate single-circle cards.
Journal12 min read

Likert Scale: Definition, Examples and 5- and 7-Point Scales

A Likert scale combines related agreement items. Compare five- and seven-point formats, write clearer questions and calculate results using the right total.

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A charcoal interviewer and outlined counterpart beside one double-circle question card and two separate single-circle cards.
Journal8 min read

Leading and Double-Barreled Questions: 12 Examples

Twelve before-and-after repairs, two clear definitions and a refill-order task for checking questions, answer labels and price understanding.

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Solid and outlined figures examining an open lunchbox with a removable divider and a separate compact closed container.
Journal14 min read

How to Do Market Research: Steps and Worked Example

Seven steps from a business question to action, with a complete lunchbox concept test: cards, survey questions, twelve teaching records and the prototype brief.

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Solid and outlined figures considering separate refill pouches, a bottle, home storage and shared replenishment.
Journal8 min read

Customer Segmentation Analysis: Methods and Example

Learn how to group customers, check the assignment rules and choose different offers. A twelve-record example shows summaries, later outcomes and cutoff changes.

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Solid and outlined people considering a commuter backpack and laptop separately from travel luggage and clothing.
Journal8 min read

Customer Needs Analysis: Methods and Examples

Find the customer outcome behind a feature request. Learn how to record evidence, judge the problem and compare solutions before choosing a prototype.

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A charcoal shopper and graphite-outline counterpart inspect an ivory sparkling-tea pack at shelf level.
Journal7 min read

Brand Perception Map: Examples, Data & Positioning

A brand perception map compares buyer ratings across attributes. Use a worked example, source data and plotting code to choose a credible positioning test.

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A selected group within a broader outlined audience beside two comparison groups, with a blank tablet and booklet on ivory platforms.
Journal9 min read

Sample Size Worksheet: Formulas & Worked Examples

A copyable one-share formula, four precision examples and a separate two-group power worksheet. See how valid responses translate into recruitment.

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A buying group discusses a pair of ivory connector blocks around a sculptural meeting table.
Journal6 min read

Research Sampling: Methods, Audiences & Examples

Research sampling defines who supplies the evidence. Compare methods, contact-list gaps and counting units before choosing a sample size for the decision.

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A charcoal buyer accepting groceries from an outlined courier beside an unnumbered clock at an ivory doorway.
Journal5 min read

Maze Alternatives: Task Review, Recordings & Scoring

Compare Maze alternatives for recordings, live observation and prototype tasks. Reproduce outcome rules and exports before crediting design with better scores.

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