Deep Reads Weekly

This week's three reads were published between 27 October and 1 November 2026, and each one is about a number that arrived without the thing it was supposed to describe: a sales lift with no profit in…

This week's three reads were published between 19 and 23 October 2026, and none of them is about a better way to analyse data. Each one is about a decision taken before the analysis starts: which room…

This week's three reads were published between 13 and 16 October 2026, and none of them is about a better way to produce a finding. Each one is about what has to hold up around a finding once it leave…

This edition reads across the last fortnight rather than the last week, because the pieces worth your attention landed on both sides of the calendar. All three end up in the same place: the gap betwee…

This week's three reads share one shape. Two things that decide an answer are normally kept apart — the signal that flags a respondent and the review that decides whether to keep them, the analysis an…

This week's briefing follows one question: what has to be true underneath a word for the word to mean anything? Three September reads take three words the insights industry says constantly — flywheel,…

This week’s briefing follows one question: when research outputs become easier to produce, what makes the evidence fit for a decision? Three September reads move from segmentation, to human authentici…

This week’s briefing follows one question: before trusting a research answer, how do you know the system producing it is still fit for the decision? Three reads move from the research instrument, to s…

This week's briefing looks at three new market-research reads that ask a practical question: when research produces more signals, what helps a team know which signals deserve a decision?

This week's briefing follows one pressure point across three new market-research reads: AI can expand the scale of analysis, but depth still depends on behavioral explanation, disciplined validation,…

Three new market-research reads from August 12-13 make the same practical point from different angles: quality is not just whether a respondent is real. It is whether the study is designed for its dow…

Three deep reads from the week of August 5, 2026 on how market research is absorbing AI without losing judgment: Greenbook's Exchange on workflow infrastructure and ownership, Idil Cakim's AI Proximit…