An insight has little value if no one acts on it. James Wycherley explains why insight teams need to become activists, with the communication skills and commercial awareness to influence decisions.

What happens when research gets the language right, but the culture wrong? As surveys and AI-moderated interviews become more conversational, cultural nuance starts to shape not just how people respond, but whether the research works at all.

Synthetic data does not need to be perfect to be useful. Dyna Boen explains why persona bots are already finding a place in market research, while digital twins still have work to do.

Cint finds 73% of UK respondents and 76% in the US are open to AI-moderated interviews. Their views on trust, comfort and format reveal what matters when AI asks the questions.

What if you could place a real consumer inside the future you are designing for? Thomas Troch explores how digital twins can help innovation teams test ideas across plausible futures, rooted in human insight, consent and validation.