Our thoughts on AI


Be more human

What will it mean to be human in a future world of AI?

With so much talk about the potential of AI to automate many aspects of our lives and take people out of the loop of decision making, it’s only natural for us to question who we are, and our future role in the world.

Be more human, explores some of the fundamental principles around what it means to be human in a technological world and presents a vision for the future of AI that is not driven by fear of lost jobs and loss of control, but instead imagines a world where machines enhance the very best of what it means to be human, and shapes the future of an enhanced society.



Find the gap - Using AI to explore the DNA of opportunity

"Where are the growth opportunities?". It's the one question that lies at the heart of any insight, strategy, innovation or communications brief.

Growth opportunities are hard to come by and finding them is as much an art as a science. We don’t believe that machines or the patterns they uncover have the answers, but AI can accelerate human expertise, making it quicker and easier to explore diverse data sources and make the connections and creative leaps needed to uncover opportunities for growth.

This paper aims to help you find the gap using AI to explore the DNA of opportunity:

  • 5 key questions you should be asking about how you are exploring opportunities
  • An overview of our Accelerate model of the human drivers of opportunities


Why the insight industry needs TaPaS to get the best out of AI?

Much of the focus in the MR-Tech space to date has been on software that automates the processes of market research as we know it today, or translates them into alternative technology-based solutions.

There is a lot of value to be gained from these advancements, but we believe the future opportunities for AI within the Insight industry go way beyond automation.

The true benefits the Insight industry provides, come from high-value thinking, and the ability to make evidence-based analytical, strategic and creative judgements that even the smartest AI technologies finding patterns in big data cannot replicate.

In this paper we reveal how our TaPaS model helps create a future where a customer-centric and insight-driven approach doesn’t come at the price of speed and agility, by combining the best of technology with the best of what it is to be human.


AI for Humans: A simple guide to help navigate the use of AI in the insight Industry

We believe there’s a gap between what people in the Insight industry need and want to know about AI and what’s out there and easily accessible - it's hard to find the kind of simple and practical help that you need to navigate the choice of AI innovations, and how they might help your business.

AI for Humans is designed to fill this gap. Delivered with a human touch, it's a simple guide to help you navigate the use of AI in the Insight industry and how those innovations might help your business.

  • The basic definition of AI and Machine Learning
  • How it is being applied
  • The potential benefits and drawbacks
  • What to look out for to find the most relevant technologies