10 Market Research Client Personas (And What They Really Tell You)
After thirty years in market research, Andrew Wiseman reflects on the 10 client personas that shape customer insight projects – and what their behaviours reveal about pressure, politics and decision-making inside organisations.
10–20% chance of doom risk: the AI and ethics debate
Fresh from being named an MRS Research Hero, Mustard’s in-house AI expert Anthony Shephard-Williams brings his trademark balance of curiosity and caution to the table. In this blog, he reflects on a sobering conversation with AI pioneer Geoffrey Hinton and asks: what role should research—and researchers—play in ensuring AI is used not just intelligently, but ethically?