Our articles

Your insights team in 3 years

Data quality is holding insights back

When everyone uses AI, customer insight becomes the advantage

Three recent U-turns I’ve made about AI and the future of healthcare insight

From guesswork to confidence: How AI personas can improve pharma communications development

The always-on agency: How to survive the shift to intelligence-native organisations

AI in market research is meaningless unless it changes commercial outcomes

AI only matters in market research when it improves decisions, shapes investment, and increases the odds of market success.

Remove the friction to unlock the true potential of AI: Precision Intelligence

Most insight leaders can now see the strategic potential of AI. They understand where it could help them with faster sense-making, broader exploration, and decisions made with greater confidence when time is short.

Why the future of agencies lies in decision enablement

For years, the agency model has worked in the same linear way. A client has a question. They issue a brief. The agency runs a project. Weeks later, the client receives a report outlining the insights and some recommendations. The real work then begins, as teams take time to interpret the findings, align internally and decide what to do.