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*volume on* Here is a great example of why you need to ensure AI tools are built for purpose. For research and insights, having the confidence that an AI tool that can be used with proper guardrails is key. - LLMs will confirm what you want to hear - AI software not built from the ground up with researchers will deliver results you can't trust I loved this video that Becki Floyd from Voxpopme shared with our team on just this point #StopTheSlop

Most organizations aren't short on research. They're short on the ability to use it at the right moment. I've spent years in conversation with insights leaders, brand managers, and research teams across some of the most consumer-obsessed companies in the world. And the frustration I hear most often isn't "we don't have enough data." It's something far more specific. Far more painful. "We already knew that. We just couldn't get to it in time." A stakeholder sends a message at 4 pm. They need consumer evidence before a leadership meeting tomorrow morning. The insights team knows the answer exists somewhere across three projects, run by two different teams, over the past eighteen months. By the time anyone surfaces it, frames it, and turns it into something a room full of decision-makers can act on, the meeting has happened. The decision has been made. And the research that could have changed the outcome never made it through the door. This is the gap I've been thinking about for a long time. It's not a data problem. Organizations have more consumer data than ever. It's not a talent problem. Research teams are some of the sharpest, most strategically capable people in any business. It's a proximity problem. The distance between what an organization knows and what it can put in front of the right person at the right moment is still too wide. And the cost of that gap is real. When evidence can't move at the speed of a decision, decisions get made without it. Gut instinct fills the gap. Whoever tells the best story wins the room. The loudest voice gets the budget. And the research that took weeks to commission, run, and deliver gets filed away and forgotten. Six months later, a similar question comes up. The cycle starts again. What changes when consumer evidence is always within reach, searchable across every study ever run, synthesizable in minutes, and ready to become a stakeholder answer, a slide, or a compelling narrative before the meeting starts? Everything changes! The insights team stops being reactive. They stop scrambling to respond to requests that are already late. They become the most credible, most proactive voice in any strategic conversation, because they show up with evidence, not opinions. The research archive stops being a graveyard of old projects. It becomes a compounding organizational asset. Every study builds on the last. Every question gets sharper because the answer to the previous one is already known. And the business stops making consequential decisions in the dark. That's the shift worth pursuing. Not more research. Not faster research… But research that's available at the exact moment it needs to inform something, before the meeting, not after it. This is what we've been building toward at Voxpopme. Compass is here. And I believe it fundamentally changes what insights teams can do for their organizations.

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