See the question.
Find the evidence.
Move forward.
Product research and practical AI insight for people making consequential decisions. Understand your customers, evaluate new technology and know what to investigate next.
People. Products.
What comes next.
Explore each field in depth. Bring them together when the decision calls for both.
Build understanding
before building more.
Discover how product research reveals customer needs, tests assumptions and informs better experiences.
02 / AI & TECHNOLOGY↗Look beyond
the promise of AI.
Evaluate workflows, weigh the evidence and understand what creates practical business value.
Ideas you can
put to work.
Practical guides to asking better questions, understanding people and evaluating technology.
What is product research? A practical guide to better decisions
Understand what product research does, how it differs from market research, and which methods answer which questions.
How to evaluate an AI workflow before you scale it
A practical framework for comparing AI-assisted work with a baseline, including quality, review time, cost and risk.
Customer interviews that inform product decisions
A practical interview structure for understanding recent behaviour, workarounds and unmet needs without leading participants.
Useful research.
Visible reasoning.
Confidence should come from knowing how a conclusion was reached. Our editorial approach makes room for uncertainty, contrary evidence and the next question.
Read our research standards ↗Define the decision
Name the question, the audience and the uncertainty that matters.
Show the evidence
Distinguish source material, observation, interpretation and illustrative examples.
Explain the limits
Say what a finding supports, what it does not establish and what to test next.
AI workflow economics
in small UK agencies.
A proposed original study of task time, review effort and implementation costs. Currently at the planning stage; no participant findings have been published.