Expert Mode: Moving Beyond the Mirror of Customer Feedback
We built sprawling Voice of the Customer programs and sophisticated feedback loops, all in service of creating a perfect reflection of our customer inside the walls…
Expert Mode: De-Risking the Future by Sidestepping the Research Bottleneck
In the time it takes to field a traditional study, a new competitor could emerge, a cultural trend could fizzle, or the entire market sentiment could…
MarTech: Synthetic research is a promise with a catch
This article was written for MarTech by Greg Kihlström. We’re experiencing a conflict between the economic pressure to produce quick and cheap research results and the…
CMSWire: Insight Is Cheap. Execution Is Everything. What Qualtrics X4 Made Clear
This article was written by Greg Kihlström for CMSWire. Experiences are not just a feature of the business. They are the business,” said Qualtrics CEO Jason…
Synthesize to Optimize: Synthetic Personas Excel at Audits, Struggle With Context
The promise is intoxicating: “instant users” available 24/7, capable of testing a prototype in minutes rather than weeks, all for a fraction of the cost of…
Synthesize to Optimize: Inverting the Marketing Funnel From Reactive Optimization to Proactive Simulation
After decades of “spend-to-learn” advertising, are you still paying for consumer insights that AI can generate for free, before a single dollar of media spend?
CMSWire: The CX Teams Moving Fastest Are Rewriting How AI Research Works
This article was written by Greg Kihlström for CMSWire. As customer expectations accelerate, CX leaders are turning to synthetic research and agentic AI to test experiences…
The researcher of 2026: Human judgment in an AI-first world
By 2026, market research won’t be defined by tools, methodologies, or new data streams. It will be defined by something far simpler: the choices researchers make…
