Recent Articles

The limits of extraction in qualitative research

Explore the evolving dynamics of the global full truckload (FTL) industry, and learn how digital transformation, automation, sustainability initiatives, and shifting supply chain priorities are reshaping the sector.

Insight is arguably having a beige moment. We all feel it.

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.

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

Brand and customer experience research must be integrated because true business performance is driven not by strong brand perceptions or high satisfaction scores alone, but by how well customer experiences deliver on the promises a brand makes.

The Strategic Value of Not Knowing

The global transition toward sustainable energy is accelerating at an unprecedented pace, and solar energy storage has emerged as one of the most critical components of this transformation.

The Qualitative Researcher’s Authority in the Age of Simulated Futures

The Energy as a Service (EaaS) market is growing rapidly as businesses seek more efficient, flexible, and sustainable ways to manage energy consumption.

We traded skilled judgment for algorithmic shortcuts. The industry calls it efficiency. I call it a slow-motion crisis.

Organizations can uncover hidden opportunities through structured innovation. Sustainable growth comes not from incremental improvements alone, but from actively exploring new business models and possibilities.

As AI shifts the customer journey from search to conversation, consumers are increasingly relying on intelligent systems to evaluate options, recommend brands, and support purchasing decisions.

The research industry is active on AI. The people closest to the work remain bystanders in the conversation.

Examining how AI is reshaping the meaning of good work, arguing that human skills such as judgment, creativity, and critical thinking are becoming even more valuable alongside AI-driven efficiency.

Manuel explores how AI often struggles with human context, emotion, and trust, even when its answers are technically correct, arguing that the best use of AI is to support — not replace — human judgment and decision-making.

The global economy is hurting consumers, and as a direct result, brands are suffering. If we look at the macroeconomic trajectory across North America, Europe, and Asia for the next 3 to 12 months, this is something that will intensify.

The final instalment of the Working Well Together series looking into the newly launched initiative WWT Charter

How more data can sabotage synthetic consumer accuracy and why AI research needs domain-aware design.

The responsibility behind every qualitative decision