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.

Nectar Social found that four of the World Cup’s top-performing brands were non-sponsors. The Mix Global explores how comedy helped outsider brands challenge football’s establishment and win fan attention.