Whitepapers
Our Thinking on AI
In-depth papers written by researchers, for researchers.
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White Paper · August 2026
A Guide to AI for Strategic Market Research Agencies
What is actually changing, what it means for your agency, and what to do about it
AI is reshaping strategic research at pace. This paper sets out where the real change is happening — production work, margins, team structure and client expectations — and what agencies can do now to capture the opportunity rather than be squeezed by it.
White Paper · August 2026
The Future of Market Research is 'Warranted Thinking'
What it is — and how to charge for it
Plausible just became worthless. When anyone can generate a convincing-looking study in an afternoon, clients stop paying for the surface and start paying for thinking they can trust. This paper names that thing — warranted thinking — and shows how strategic research agencies can prove it and price for it.
White Paper · July 2026
Build, Buy or Borrow? Choosing Your Agency's AI Strategy
A working guide to deciding between building your own AI, adding skills to a generic assistant, and using a specialist platform
Three routes, three very different risk and cost profiles. This paper frames the decision as a strategy call rather than an IT purchase, and walks through when building, borrowing a generic engine, or buying into a specialist platform is the right answer.
White Paper · August 2026
The New Division of Labour in Market Research
How to combine human powers with AI powers — what only researchers can do, what AI now does better, and how to run projects where each does its best work
AI will not replace researchers, but it will change their roles. This paper maps which parts of the work belong to the machine and which were only ever possible for a person — and shows why the most valuable skills in research were always the human ones, and why AI raises their value rather than threatening it.
White Paper · September 2026
What AI Lessons Can Researchers Learn From Lawyers?
Specialist AI arrived in law two years before it arrived in research — what happened there is a preview of what is now starting in our industry
Law and strategic research share the same stakes: both sell judgement under uncertainty, and in both a subtly wrong answer looks identical to a correct one. This paper looks at why most top law firms moved from generic chat tools to specialist platforms — and what that two-year, full-scale experiment means for research agencies today.
White Paper · August 2026
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