Kantar Futures Blog

Category: methods

gender, methods, research

Did the LGBTQ population just double?

When researching orientations, lives matter more than labels Rob Callender writes: For years, most research studies have inferred that lesbians, gays and bisexuals make up about 5% of the total… Read More »

Eight tips about segmentations

insight, marketing, methods

Eight tips about segmentations

Sarah King writes: At The Futures Company we do a lot of segmentation work, for organisations trying to get really new insight into their audiences – who they are, how… Read More »