Disclaimer: this article isn’t directly about AI — even though we’re huge advocates of it as a powerful enabler. This is about something more fundamental:
Take this guy: 62 years old, lives in middle England, mortgage paid off on a four-bed detached, three kids flown the nest, drives a VW,
For as long as I’ve worked in customer insight, there’s been a familiar tension. Businesses want research that’s high quality, fast, and cost-effective – but
For decades, marketing and consumer research have been built on the promise of the persona. A tidy, fictional archetype that captures the average customer in
For decades, qualitative research has been framed around respondents, discussion guides, and moderators. The language itself betrays the mindset – research is something we do
Walk into any brand’s HQ today and you’ll find dashboards glowing with numbers. Conversion rates. ATV. Footfall. NPS. CSAT. KPI reporting is instant, accessible and
Much of the research industry is stuck debating bad data, fraudulent respondents, and synthetic fixes. Important issues, yes—but they’re symptoms of a bigger problem: the
Combining my lifelong obsession with Everton and my profession in consumer insight has been fascinating. At conversationpartners.ai, we do exactly what our name suggests — have
