AI market research is useful only when it is grounded in humans.
Synthetic research has promise, but calibration and validation decide whether it becomes insight or theatre.
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Notes on human-anchored synthetic research.
GLP-1, obesity, and the global cost curve.
A human-anchored view of how weight-loss drugs may reshape health systems, employers, insurers, and consumer behaviour.
Read insightThe say-do gap is the real enemy.
Research improves when it starts from decisions people actually made, not predictions about what they might do.
Read insightWhy stated preference research can misread launch demand.
Concept testing needs realistic alternatives, trade-offs, and behavioural context to avoid false confidence.
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