About · How we use AI
AI-accelerated. Human-validated.
We use AI to cover more ground, faster. People design the research, check every claim and make the recommendations. Here is exactly where the line sits.
Where AI helps
Speed and coverage on the groundwork
- Source discoveryFinding relevant reports, filings, regulations and news across many more sources than a manual search would reach.
- ExtractionPulling figures, definitions and statements out of long documents so researchers can verify them quickly.
- First-pass analysisSummarising interview transcripts and grouping open-ended survey answers into initial themes.
- Competitive monitoringTracking competitor announcements, pricing and positioning changes over time.
- Drafting supportPreparing first drafts of tables, charts and summaries for researchers to check and rewrite.
Where people decide
Judgement stays with researchers
- Research designWho to speak to, how many, what to ask and how to measure it are decided by experienced researchers.
- VerificationEvery number, quote and claim produced with AI help is checked against its original source before it reaches you.
- InterpretationContext, nuance and what the evidence means for your business come from people who understand the sector.
- RecommendationsAdvice is written and signed off by a named researcher who is accountable for it.
Our rules
Guardrails we apply on every project
- No confidential data in public AI toolsClient information and respondent data are only used in tools configured not to train on our inputs.
- No synthetic respondents passed off as realWe do not present AI-generated answers as the views of real customers. Any exploratory synthetic data is clearly labelled.
- No invented sources or statisticsAI output is never cited as a source; only the verified original is.
- TransparencyWe explain where AI was used in a project when you ask, and describe it in our methodology notes.
What it means for you
Faster groundwork, more time for thinking
- Quicker desk researchBackground and market scans take less time, so primary research can start sooner.
- Broader coverageMore sources reviewed, so fewer blind spots.
- More senior attentionResearchers spend their time on interviews, analysis and advice rather than collation.
- Same standard of evidenceSpeed never replaces verification — every finding is checked by a person.
Start a conversation
Want faster evidence without cutting corners?
Tell us about the decision you are facing. We will come back with a clear view of how research can help — and what it would take.