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Latest from the ICG
Qual at scale: optimisation…or oxymoron?
Article by ICG member Simon Shaw We've all been there: the qual findings being questioned by client stakeholders on the basis of sample size. "But you only spoke to thirty people!" is a sadly familiar refrain for many qualitative researchers. It's well-intentioned,...
The Value of Human-Led Research
ICG member Mark Hadfield recently wrote a couple of newsletters about a project that he conducted with the account planning group, looking at the value of human-led research. Essentially, it aims to ensure that qual research is still in the mix when it comes to...
Using AI Agents with Survey Data: Six Principles for Getting It Right
Article by ICG member Matt Gibbs A practical guide for insights leaders evaluating agentic AI solutions We're increasingly hearing the question: can't I just drop survey and insights data into ChatGPT, Claude, or Copilot? The short answer: Yes, you can. But you'll...
Customers aren’t as irrational as they seem
Article by ICG member Jay Zaltzman A core idea in behavioural economics is that customers don’t always behave rationally. From Dan Ariely’s Predictably Irrational onward, we’ve had a language for the ways decisions deviate from purely...
ICG member John Storey is BHBIA BOBI awards finalist
Congratulations to ICG member John Storey for being a Finalist for this year's BHBIA BOBI award for his segmentation model using Python and AI: Transforming Patient Insights: A Secure, Symbiotic AI and Python Framework for Ethical Physician Behaviour Segmentation...
RECORDING: The AI Growth Engine for Small Market Research Agencies – how to use AI to better market, sell, and engage with clients
Join ICG member Paul Griffiths for this valuable Knowledge Share. This Knowledge Share has been generously sponsored by EXPLNERS. Paul will offer practical and immediately actionable ways to start using AI to save time and do more consistent and...