Extras · 1 of 4

A typical day

Morning is a call with a client who wants to know whether a new product idea will sell. You turn that into a study: who to ask, how many, what questions and in what order. Midday you are cleaning a data file, throwing out people who answered in 40 seconds, and running the crosstabs. Afternoon you build the chart deck and argue with yourself about whether a six point gap is real or noise. Some weeks you sit behind one-way glass watching strangers discuss yogurt for two hours and write down what they hesitate over.