Unlike traditional synthetic personas, dynamic personas are continuously updated to match the changes in consumers.

Before building anything, we need to truly understand customers and determine if a product will address a genuine need of theirs.

Building AI tools simply because the tech is impressive won’t get you very far, the focus should always be on the people and their needs.

In the AI era, Insight Advocates bring what tech cannot replicate: a deep understanding of your business, its stakeholders, and the decision-making process.

Researchers excel at strategy and creative connections. Let AI systems handle the coding and transcript analysis.

Researchers today are incredibly overworked, and by implementing AI, you can scale your team’s capabilities without scaling your headcount.

AI capabilities are advancing and client expectations follow. The agencies that adapt will have a significant competitive advantage.

AI-moderated research provides a unique combination of comfort, engagement, and quality, especially when guided by human expertise.

The death of qual vs. quant isn’t about losing rigour, it’s about gaining methodological flexibility and freeing researchers to think big.

Explore how AI-powered tools are balancing speed with depth and are becoming essential despite skepticism in today’s research landscape.

Knit explains why narrative insights crafting will become a key strength for researchers even as automation reshapes the industry.

AI is here to redefine the potential of researchers, requiring an individual and organisational adaptation.