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Our thinking
Insights, strategy, and perspectives from the Day One team
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.
Our AI in Pharma State of Play research shows insights professionals moving from producing the work to directing teams of AI agents.
Data quality now holds pharma insights back more than access to AI and the fix starts with how we structure research today.
As AI tools become universal, competitive advantage will come from rich, fresh human insight that grounds and challenges synthetic customers.
Abigail Stuart reflects on how her views on AI have changed, and why she now sees primary research as one of pharma's most valuable assets.
AI personas can help pharma teams sharpen messages and concepts before committing budget to research, if the intelligence behind them is right.
Intelligence-native organisations never sleep, so insight agencies must evolve into always-on partners embedded in their clients' decisions.
AI only matters in market research when it improves decisions, shapes investment, and increases the odds of market success.
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.
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.
