Research doesn’t change in isolation. If we want to do it differently, we need client relationships that can handle difference too. Here we go again with some more thoughts that could mean something or nothing. In a previous post, I…

If we want research to change, we need to build systems that can actually handle the tension. We’ve all said it: “Research needs to change.” But saying it isn’t enough. Especially when the day-to-day reality doesn’t shift. Budgets stay fixed.…

What if research didn’t obey the brief? Everyone wants impact. But too often, it’s the kind that stays safely within the lines. Tidy questions. Tidy sample. Tidy answers. Predictable research that looks good in a deck but doesn’t change much.…