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

Like futurists, many insights professionals seek to have clients not only understand the results of their research, but also to act. One of the challenges and reasons for resistance is the risk involved in change.

A simple purchase became a 45-minute review deep dive, with skepticism toward perfect ratings and a focus on uncovering hidden flaws, quality issues, and possible cost-cutting by the manufacturer.