Neuroscience and Plato's Cave

Neuroscience and Plato’s Cave: What can science tell us about the possibility of synthetic participants

For me the jury is out on the discussion about what synthetic data might be able to achieve in replicating human decisions and behaviour. I am worried by some of the overclaims and appalled by the number of people who reject the notions as being self-evidently wrong (without feeling the need to support their rejection with data). In this post, I want to explore one line of thinking relating to the broader debate, namely, what is the human brain doing and how might that help or hinder the creation of predictive models (AKA synthetic data).

Pharmacist

AI Moderation in Pharma: IDIs with B2B Healthcare Experts in Days

When a new pain relief product sees a slower-than-expected start, there’s no time to wait for traditional research cycles. For large OTC and personal care manufacturer, a global leader in consumer health, every day counted — especially with advertising already in full swing.

This case study explores how an OTC brand responded to early sales pressure with speed and precision. Using an AI-powered research tool yasna.ai, they engaged both consumers and the notoriously hard-to-reach pharmaceutical technical assistants (PTAs) in just 10 days — a timeline that would normally take at least six weeks.

Demonstration of CoLoop

Exploring CoLoop: A Powerful AI Tool for Qualitative Research

By Ray Poynter15 September, 2025 I recently had the chance to sit down with Jack Bowen, founder of CoLoop, to explore what this innovative platform can do for insights professionals. This post accompanies the video demonstration (see below). My aim […]