Deep Reads: When AI Hits the Insights Desk
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Deep Reads: When AI Hits the Insights Desk
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 Proximity framework for measuring the gap between exposure and delegation, and Jill Bishop on why multilingual research fails when language is treated as a late translation step.
This week’s deep reads
- The Quiet Shift Reshaping Market Research — Karen Lynch & Leonard Murphy, Greenbook The Exchange, August 5, 2026. AI as workflow infrastructure, YouGov Parallax’s twin-plus-human loop, and the 92% unvetted-insights warning.
- The AI Gap and How to Measure It — Idil Cakim, Iris Flex / Greenbook, August 6, 2026. Exposure, comfort, context, and delegation as the four dimensions behind the AI Proximity Index.
- The Human in the Room: Why Multilingual Research Needs More Than a Good Translation — Jill Bishop, Multilingual Connections / Greenbook, August 6, 2026. Language as research design, bilingual moderation, and the limits of polished AI drafts.
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