Category Article

Let me start with something unglamorous. A spreadsheet. Because that’s often where international market research goes to die: in a tangle of versions, languages, tracked changes, “final_FINAL_v7,” and a translation thread nobody wants to reopen. Somewhere between English and “close…

Let’s be honest. AI in market research sounds impressive. It also sounds slightly dangerous. And sometimes (if we’re being honest again), a little exaggerated. Every conference panel says the same thing: automation, acceleration, disruption. But when you sit with an…