AI Research
How research leaders are scaling qualitative research with AI, and what Forrester found when they looked under the hood
By Adam Mertz, Chief Strategy Officer, Discuss Discuss is an AI-powered market research platform named a Leader in the Forrester…
Lessons from a packed room in Frankfurt about AI research strategy
By Adam Mertz, Chief Strategy Officer, Discuss Recently, our team was in Frankfurt for Succeet, one of the leading market…
What a panel with three AI-only competitors taught me about AI research strategy
By Adam Mertz, Chief Strategy Officer, Discuss At Succeet in Frankfurt earlier this month, I sat on a panel with…
Human-in-the-Loop Isn’t a Safeguard—It’s a Competitive Advantage
For a while, “human-in-the-loop” has sounded like the corporate equivalent of a seatbelt. Necessary.Responsible. A compliance checkbox. It’s often described…
From Signals to Stories: Why AI Needs Human Researchers to Turn Patterns Into Meaning
If you’ve spent any time looking at AI-generated research dashboards lately, you’ve probably had this moment: The themes look clean….
Insight Is Not Impact: Why Human Judgment Is the Missing Link Between AI Findings and Business Action
January is for planning. February is for pressure-testing. By now, leadership teams have dashboards full of data. AI has surfaced…
The Trust Economy of Research: How Human Presence Increases Confidence in AI-Powered Insights
AI can generate insight. But can it generate belief? That distinction — capability versus credibility — is shaping the next…
The New Qual Stack: How AI and Human Insight Are Redefining Qualitative Research
The Myth of Replacement—and the Reality of Reinvention Few topics spark as much debate in research circles right now as…
The Future of AI Interviews: Why Collaboration Beats Full Automation
Speed Isn’t the Same as Understanding A few years ago, the promise of AI interviews sounded almost magical. Imagine launching…
From Resolution to Reality: How Human-Led AI Research Shapes Smarter 2026 Growth Strategies
Every January Starts With the Same Question: “Are We Doing This Right?” January has a particular energy inside organizations. New…