Working notes from the lab.
Research-backed writing on brand measurement, customer value, pricing, and AI-first research, from the team that publishes the methods.
Brand Density: Which AI Stories Are Actually Sticking?
A single score that summarizes your brand’s mental map in real conversations. Higher Brand Density = a denser idea-network: more ways people use and think about you.
When Emotions Run High: Where Do AI Brands "Live" Emotionally?
What millions of spoken conversations reveal about OpenAI, xAI / Grok, and the future of AI brand choice.
Using AI as a Time Machine for Brand Value
How much do people really value a brand in their everyday lives, not on a survey scale, but in terms of what they’d actually give up?
What’s the Right Price? It Depends on Who You Ask, So We Ask the Right People
Pricing decisions based on averages leave money on the table. LaunchFit™ segments buyers by what they care about and tests pricing by segment, not on an average.
Synthetic Data in Market Research: Use It to Help, Not to Replace
Using generative AI to create synthetic respondents is tempting, but LLMs aren’t people and can introduce bias or false confidence when used beyond defined use cases.
Agentic AI is Changing Pricing: Pay for Results, Not Just Seats
As AI agents take real actions, outcome-based pricing belongs in the product from day one, not as an afterthought.
Are AI-Assisted, Voice-Based Surveys Better?
With generative AI and improved speech recognition, AI-assisted interviews are becoming feasible at scale, and they show promise for qualitative research.
The First Brand You Say Out Loud is Often the One You Buy
BCG’s research on First Fast Response shows measuring who comes to mind first is 2–3× more predictive than traditional awareness metrics.
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