METHODOLOGY6 min read
Why Synthetic Panels Don’t Work for Market Research
AI can imitate a customer. It cannot be one. Here is why simulated respondents keep failing the one job research exists to do.
September 2, 2026Read →
Notes from the field
THE SPILLBILL BLOG
READ THE
SIGNAL.
Plain writing on market research, consumer insight, and building products people actually want. No jargon, no fluff, just what we have learned asking real people real questions.
PRODUCT7 min read
Why Research Matters at Every Stage of a Product
Most teams do research once, at the start, then never again. That is the mistake that quietly kills good products.
August 20, 2026Read →
FOUNDER GUIDE6 min read
Primary vs Secondary Research: A Founder’s Guide
One is free and fast. The other actually answers your question. Knowing when to reach for each will save you a lot of money and a few bad decisions.
August 6, 2026Read →
INDIA7 min read
Reading the Indian Consumer: Why Regional Nuance Beats Averages
“The Indian consumer” is not a person. It is a headline that hides about a dozen different markets, and the average is where good insight goes to die.
July 22, 2026Read →