Insights & Analysis

Sometimes there's a difference between what customers say they will do, and what they actually do

Five businesses that looked like they'd misjudged the market, but succeeded anyway

Businesses that thought they had a good idea, but failed

What customers do is often different from what they say...

Sometimes you can't compete in a niche... in which case you need to create one

The difficulties of assessing qualitative data

Speed to market may no longer be the key to success in the AI age

People are generally pretty rubbish at judging the true value of something

AI idea validators are not very good at validating ideas