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....

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....

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...

ICG Membership Criteria

April 2026   To ensure fairness and clarity for ICG members, we have slightly revised our membership criteria as of 1st April 2026: please have a read through to make sure you are still eligible.   Size New members can have a maximum of 3 employees,...

What do women want?

Article written by ICG members Hanna Chalmers and Kym Loeb – first published in Research Live Feb 2026       Brands must re-dimensionalise women beyond the flattened identities presented in mainstream culture. Hanna Chalmers and Kym Loeb discuss...
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