Articles
Our Articles share new thinking and emerging insights from our work in research, strategy, and technology. Each piece explores trends we see shaping organizations today — from advances in research methodology, to lessons learned in the field, to forward-looking perspectives on workforce and technology readiness. This is where we publish ideas in progress and frameworks for the future, offering clients and peers a window into how we think.
October 20, 2026
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Trust may help bring shoppers back, but it does not necessarily make them more open to buying. In the final article of our series, we explore the emotions most closely associated with an offensive shopping mindset and what they may suggest for brands trying to inspire action.
October 7, 2026
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Costco is one of the most trusted retailers in our study - yet its shoppers are among the most likely to look for reasons to pass on an unplanned purchase. We explore why trust alone may not be enough to shift the shopping mindset, and what retailers may need to consider next.
September 17, 2026
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Some shoppers look for reasons to buy. Others look for a reason to pass. Based on a pulse-check survey of roughly 230 grocery shoppers, this first article in our series explores how both the person and the retailer can shape the shopping mindset.
August 12, 2026
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AI productivity gains rarely happen overnight. This article explores why implementation - not model capability - is becoming the biggest barrier to AI value, and what organizations can do to move through the productivity J-curve faster.
March 6, 2026
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Growth-stage B2B tech companies often face inconsistent deal momentum and messaging challenges. This article explains why understanding how buyers think and make decisions is critical to scaling successfully.
February 16, 2026
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Trust in AI is rising, even for complex reasoning and personal advice. Based on a survey of 200 enterprise users, this study examines how platform perception, reliability, and confidence are shaping real-world adoption decisions.
December 8, 2025
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Dec 2025 - Our study of everyday AI users found proficiency grows through hands-on practice and curiosity, using familiar workflow tools. Skills center on clear prompting, applying AI, understanding capabilities, and evaluating outputs
September 10, 2025
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Overly nuanced survey questions risk confusing respondents and lowering data quality. This article shows how to spot when detail becomes noise and offers simple strategies to streamline surveys while preserving meaningful insights.
September 10, 2025
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Loyal customers are the backbone of any business—but how do you know which ones are truly secure? In our latest article, we explore a 2025-ready approach to loyalty measurement using the Secure Customer Index (SCI®)
August 23, 2025
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Gen Z may be fluent in tech, but are they digitally literate in the ways education still expects?
In this post, we reflect on how Gen Z’s mobile-first habits, AI access, and app-driven experiences are reshaping what digital fluency actually looks like, and why that matters when we talk about learning, assignments, and classroom expectations.
August 10, 2025
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AI dominates innovation conversations, but most product leaders know the real challenge isn’t generating use cases—it’s deciding which ones to pursue. Traditional vetting struggles with AI’s hype, complexity, and risk.
February 5, 2025
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Card sorting is often thought of as a UX technique, but its value goes far beyond navigation. We explore how to use card sorting more strategically when building systems and structures that need to reflect human understanding - not just backend organization.
Case Studies
We are a decision and mind sciences company focused on providing clients with forward-thinking solutions, insights and consulting when facing their biggest research and behavioral analytics challenges.
March 31, 2025
October 3, 2025
March 17, 2025
March 28, 2025
March 31, 2025
March 31, 2025
