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.

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.

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.

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

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.

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®)

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.

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.

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.