In the first part of this two part article we cover the core skills insight professionals should be showcasing to demonstrate that they are at the forefront of amplifying the quality of human thinking now needed to thrive in the AI era.

In B2B software, forecasting adoption is one of the hardest jobs in product strategy. We compared the results of a human conjoint with five synthetic conjoint results. One of the tests came within a percentage point of real buyers’ choices.

An insight without a chain of custody is not an asset; it is an allegation

The Insight250 spotlights and celebrates, annually, 250 of the world’s premier leaders and innovators in market research, consumer insights, and data-driven marketing.

When companies prioritises profits over genuinely improving people's lives, they often promote unnecessary consumption, ultimately undermining consumer trust, product quality, meaningful progress, and long-term societal well-being