Drawing on three years of AIBA conversations, Clare English, Marketing Director at intO, explores how the AI debate is shifting towards questions of trust, judgement, culture and what we choose to keep human, ahead of new intO research into the future of human-AI collaboration.
Following conversations with more than twenty senior Product and UX Research leaders, intO Founder and CEO Joanna Brassett is taking the conversation to the Bay Area. This September, intO will bring together senior leaders to explore how AI, continuous discovery and shifting responsibilities are reshaping the relationship between Product and UX Research.
Product organisations have never had more access to customer insight. So why are better-informed teams finding decisions harder to make? Nitika Wahi explores one of the biggest shifts reshaping Product and UX Research today.
What do global teams miss when they try to understand local users? As part of our first Local Lens report, The Myth of the Digital Health Native, we spoke to Tokyo-based researcher Maya Azumi about the realities of healthtech adoption in Japan. In this conversation, Maya reflects on the cultural nuances that shape behaviour, the assumptions global teams should be cautious of, and why some aspects of a market can only be understood through lived experience.
What happens when one of product development's most accepted assumptions turns out to be wrong? In Japan, highly connected, digitally fluent Millennials are proving surprisingly cautious adopters of health technology. This article explores what their behaviour reveals about the limits of demographic thinking and why context remains one of the most overlooked drivers of product success.
Quantitative research promises clarity, but for global teams, it often delivers confusion. From survey fraud to cultural blind spots, traditional quant approaches are falling short. In this article, Studio intO’s Quant Strategist, Kamila Pierchala, explores the growing crisis of confidence in quant research and offers a practical roadmap for doing it better. The piece highlights how culturally intelligent design, local context, and rigorous data integrity can turn quant from a blunt instrument into a strategic advantage.
Our Founder and CEO, Joanna Brassett, will speak on the “Creating a Better Digital World” panel at this year’s WIN Unconference. She’ll share insights on equitable innovation and inclusive design from Studio intO’s global research practice.
This October, we’re heading back to Katowice for AIBA 2025 - a leading international festival of AI in business and design. We’re proud to return as a programme partner for this year’s Research & Innovation (R&I) Stage, curating a dynamic series of talks, panels, and Q&As designed to explore the human, cultural and operational realities of working with AI - now and in the near future.
The best researchers know that good research doesn’t happen in isolation; the most valuable insights come from diverse perspectives, cultural awareness, and cross-disciplinary collaboration. Join us at the People of Research event in London on March 27th—a gathering of UX Researchers, Research Ops professionals, Behavioural Scientists, and others who understand the value of expanding their network beyond their immediate environment.
Join us for our upcoming event in London and discover actionable strategies and tools to transform your international user insight research.
In this one-hour intO DISCOVERY workshop, you’ll learn how to master prompts to support brainstorming and the development of future scenarios, and receive practical tips for evaluating ChatGPT output effectively and responsibly. The session will be led by intO’s Director of Research, Chloe Amos-Edkins, and Foresight Strategist, Thiara Cavadas.
Join intO CEO, Joanna Brassett, and Cultural & Foresight Strategist, Thiara Cavadas, at the AIBA Conference (October 25th, 2023, Katowice and Online). Sharing the stage with speakers from Meta, Microsoft, Miro and more, Joanna will introduce intO’s Equitable AI Framework, designed by intO to support ethical AI-empowered innovation journeys.
