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DTSTART;TZID=Europe/London:20260922T120000
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SUMMARY:ICG Book Group: The Rules That Make Us by Oliver Sweet
DESCRIPTION:Please join us for this Book Group session where we have the privilege of welcoming our author to talk more about the book and join in our discussions about it.\n \nCulture has got a lot to answer for these days. Culture wars\, woke culture\, and cancel culture (to name a few!) have made the world feel chaotic. And that change is real – culture is no longer linear\, progressive and predictable\, and instead has become divergent\, oppositional\, and unpredictable. \nWhile this is easy to see in politics and society\, the same issue applies to organisations and brands. By using an accessible model for understanding culture – The Cultural Trinity – we can find ways to both analyse and change culture in simple\, accessible ways. \nOliver Sweet is one of the world’s leading business anthropologists\, helping brands like Coke\, IKEA\, Google and Dyson\, as well as foundations and governments\, decode why people really do what they do. His book\, The Rules That Make US\, is a rethink of human behaviour\, showing that life\, business and society are driven less by psychology and more by culture. \nRegister for this session here \nYou don’t have to have read the book to attend but we encourage you to do so!  \nOliver Sweet | LinkedIn \n 
URL:https://theicg.co.uk/event/icg-book-group-the-rules-that-make-us-by-oliver-sweet/
CATEGORIES:ICG Event
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DTSTART;TZID=Europe/London:20260930T130000
DTEND;TZID=Europe/London:20260930T133000
DTSTAMP:20260921T231952
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SUMMARY:Why AI flattens qual data towards the average answer\, and what it takes to stop it
DESCRIPTION:We welcome Alex Charlton\, True Stories\, to this Pitch Perfect.  \n  \nAn LLM is a plausibility engine\, not a truth engine. It hands you the most convincing-sounding answer\, not necessarily the true one. Point it at your qual transcripts and it works from whatever it happens to surface – there is no stratified sampling across your dataset\, no language balancing stopping the Spanish groups being drowned out by the English ones. What comes back is the middle of the distribution\, fluently written\, with the odd\, difficult\, interesting participant quietly gone. \nEven qual tools that do promise stratified sampling\, simply place similar quotes in piles\, then label the piles. This is data summarisation\, not the analysis our clients pay us for. And then there’s the question of how we combine our own (human) intelligence with the artificial intelligence we’re working with. This is a minefield in and of itself. \nNone of this can be fixed by better prompting. The fix has to live in the architecture around the model. \nBy joining this session\, expect a working demonstration\, some lessons learnt along the way\, and a sharper set of questions to put to any vendor who tells you their tool “understands” your data. \nAlex Charlton \nAlex Charlton is founder and Managing Director of True Stories. He specialises in qual research and previously founded two London-based insight agencies\, Essential Research and Craft. Frustrated that the AI tools arriving in research were built by engineers who had never moderated a group\, he spent nearly two years building the alternative himself – writing the platform alongside AI rather than briefing a development team\, so that every architectural decision was made by someone who knows what good qual research looks like. True Stories launched in January 2026 and is now used by insight teams across four continents. He works from Medellín\, Colombia. \nTrue Stories \nTrue Stories is an AI-powered analysis platform for qualitative research. It was built by a career qual researcher\, and the design assumption throughout is that the researcher stays in charge: the platform does the reading\, the retrieval and the structured analysis\, and you lead the analysis\, assisted by AI. \nWhere other AI tools summarise data\, True Stories analyses: drawing on 200+ marketing\, consumer psychology and behavioural science frameworks to build a bespoke analysis pathway for each project. Analyses draw evenly across your data rather than sampling whatever the model finds most quotable\, work in your participants’ original language without translating the nuance out\, and carry confidence ratings. You can interrogate any output conversationally\, push on it\, then fold the conversation back into a revised analysis. Once analysis is complete\, your project reports are generated automatically and include: a written mini-report\, a story-driven debrief narrative\, and an editable PowerPoint deck. \nTrue Stories: Human Intelligence. Amplified. \n \nwww.truestories.earth \n  \nRegister for this event here
URL:https://theicg.co.uk/event/1-why-ai-flattens-qual-data-towards-the-average-answer-and-what-it-takes-to-stop-it/
CATEGORIES:ICG Event,Lunch&Learn
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