rituals

Trends

Good Work Matters

October 20, 2026 0

Drawing on qualitative interviews with 25 insights professionals across agencies and client organizations, Marco Rovagnati explores what good work looks like in the age of AI. He introduces a clear framework for “intentional cognition,” outlining how thinking can be deliberately distributed between humans and AI without compromising rigor or judgment. Readers will gain practical guidance on where AI adds value in the research process—and where human interpretation, synthesis, and accountability must remain central. Marco also highlights emerging practices that protect deep thinking, strengthen ownership, and prevent the erosion of insight quality in AI-supported workflows. […]

Schools of Thought

So Big They Are Almost Invisible: 4 Roles of Brand Rituals and What They Mean for Researchers

June 14, 2023 0

The profound impact of rituals makes them a rich opportunity for marketers. This article discusses the “invisible” power of ritual on people’s lives and some of the ways brands capitalize on these behaviors. Discover how brands tap into the human affinity for ritual through cookies, sports jerseys, beer, and flight attendant safety speeches. The authors close with suggestions for how qualitative researchers can adopt a ritual lens to develop a deeper understanding of consumer behavior. […]