What's Happening?
Dr. Nick Baker, former chief research officer at Savanta, has founded a new strategic advisory consultancy named What Humans Do. The consultancy aims to assist organizations in navigating AI transformation and integrating behavioral insights into their
operations. What Humans Do focuses on advising executive teams, insights directors, and research organizations on effectively incorporating AI into research frameworks. The consultancy also provides guidance on evaluating and optimizing synthetic data, ensuring that technology enhances rather than distorts the understanding of human behavior. Baker emphasizes the importance of maintaining authentic human insight at the core of growth strategies.
Why It's Important?
The launch of What Humans Do addresses the growing need for expertise in AI transformation within the market research industry. As businesses increasingly rely on AI for data gathering and interpretation, the consultancy offers valuable insights to ensure that technology complements human understanding rather than overshadowing it. By focusing on behavioral science and strategic clarity, What Humans Do helps organizations leverage AI effectively while preserving the authenticity of human insights. This approach is crucial for maintaining competitive advantage and fostering innovation in research methodologies.
