Explore our thinking
Selected articles and perspectives on business strategy, market research, and human-centred innovation.
Consumer research
Consumer segmentation is a strategic exercise
We have conducted +25 consumer segmentation projects across everything from financial services to retail to NGOs. This is our approach.
AI literacy
Resisting the mediocrity machine: in defence of expertise
We have been training AI models long before LLMs. This is how we learned that fancy algorithms are no substitute for careful research design.