A week-long patient diary study with nine asthma patients. The most interesting thing that happened was not in the data. It was what the journaling did to the patients.

The 2026 research record can't agree on how many consumers use AI to shop. The disagreement isn't a rounding error. It's a sign that the instrument is broken.

Path-to-purchase research is quietly becoming path-to-ownership research. A look at recent activity on Indeemo and why the moments after the money changes hands are where the next purchase is decided.

What survey tasks are, why structured questions answered in context are different from a standalone survey, and how closed answers become a way to navigate your video evidence.

The research teams most often cited in the synthetic users pitch stepped back from their biggest claims. Here's what that means for anyone deciding whether to research with digital twins or with real people.