Blog

Notes on running better research: methods, sample sizes, and where AI moderation changes the trade-offs.

• Method / 12 Jul 2026 / 6 min read

  How many participants does qualitative research need?

  Saturation, the five-user rule used correctly, working bands per segment, and how async interviewing changes the arithmetic of sample size.

• Strategy / 10 Jul 2026 / 5 min read

  Async AI-moderated vs live interviews: when each wins

  Live interviews and async AI moderation fail in different ways. An honest comparison, plus a two-question decision rule for choosing between them.