Insights
Our work continually elevates and deepens knowledge to create impact for our clients.
People Centricity
Actionable outcomes based on real people and their motivations, needs and frustrations
Research Knowledge
Disciplined & creative research design and execution
AI Development & Experimentation
Proprietary AI tool development rooted in rigorous research, in addition to experimenting with off the shelf solutions
Why Businesses Work With F'inn
Consistent delivery of actionable insights to drive confident business decisions and informed investments.
Our stakeholders cross functions, e.g. Research, UXR, Engineering, Product Development, Marketing, Design and Strategy.
Our AI Lab
AI has been part of our way of working for over a decade.
We embrace the role AI plays in research based on the proprietary tools we have developed and our explorations of how AI can accelerate and advance analysis and decision-making.
We also realize its limitations or shortcomings and ensure we are not adding noise or invalidity to research / data.
Here's a glimpse at the AI tools we are utilizing and those with which we are experimenting:
Dive deeper on select products and experiments:
In use
MOTIVE profiles audiences based on behaviors and motivations
PersonafAI are AI personas created to represent target audiences or communities
mAlts are custom built, fully private AI assistants specialized for research
F'innSight is a module for predictive probing on open-ends in Quant surveys
Beta Testing
QuantifAI is our experiments with Synthetic data & Digital twins
Abacus is an AI based advanced analytics platform using neuro-symbolic principles
Early Stage
TORA mimics human-like multiple dimensional decision making.
Trials with custom-buils and off
the shelf AI moderation tools
MARTIN is an Exploration of reinforcement learning through human feedback (RLHF)
Fidelio is a GEO benchmarking and optimization platform
Recent Highlights from our Substack
Our perspective on...
Marketers beware! How people shop is suddenly changing as AI chatbots are disrupting the shopping journey.
It’s tempting to assume that AI-led data cleaning and industry standards are good enough to guarantee accuracy.
We have conducted several synthetic data validation tests, including many of our own synthetic data experiments and each time, we found that synthetic data doesn’t capture how real people make decisions.
Research For Good
We have self-funded research into topics we believe are vitally important and often overlooked or underfunded.
While this is a resource-intensive endeavor, we freely share the outcomes with hopes to stimulate new thinking and calls to action.
Here are examples of this work:
Sustainability: We have completed two rounds of research on sustainability, uncovering ways to target and reach people to drive actions which help our environment. Click below for our most recent report.
Mental Health: This is a topic that touches all of our lives - at home, at work, in our communities. We explored the lifestyle, behaviors and situational factors impacting mental health and derived short and long-term strategies to elevate individual and collective healthiness.
Our Full Archive
We've published many thought pieces over the years and are sharing here for open learning.
Enjoy reading and please do reach out if you ever have any questions or want to discuss further.
How Americans are Feeling about 2025
Google's AI Gambit
Linguistic Superpowers
The CARLIN Method
Smart Play
Beyond Certainty
Breaking the Silence
From Text to Talk
The Literal Frame of Babel
Podcast: 5 Ways
Podcast: LoRAs
Podcast: Ice Cream
Strawberry, Strawberry
Curiosity as a Core Value
AI Democratization
AI Augmented Sample: Case Study
AI In Innovation
Dreams and Algorithms
Mamba Mentality
