Notes from the Field

A running feed of what we’re seeing, questioning, and learning in real time

We got pulled back in

The team behind Phoenix Marketing International
Back together again

An infographic titled 'The Qualtrics Canary: A Signal of the Insights Industry Inflection Point' shows different sections with icons and text explaining industry insights. It features a bird in a cage at the center. Sections include the strategic pivot from insight to decision, market context involving investor concerns, AI budgets versus traditional IT spend, the synthetic data validation gap, and data sources like healthcare and proprietary longitudinal data. Additional graphics depict AI budget growth, cross-border loans, debt sales, and feedback validation against real data.

Insights aren’t the product anymore

When analysis becomes cheap
value shifts to action

Most of the industry is still built for reporting

Mrs Douftfire

Not everyone is who they say they are

Bad sample looks real until it isn’t. That’s the problem.