Our founder reflects on the big theme of 2023

Reflecting on my three decades in market research, I’m struck by the transformations brought about by technological advances. In the early days we conducted surveys through telephone and paper. Then the internet changed everything. We could interview anywhere, any time. When the pandemic struck and remote working became unavoidable, it was the tech that kept the words, numbers, and insights coming.

2023 has seen Kokoro at the forefront of another major shift in our industry – the integration of Artificial Intelligence. It’s often said of AI that it’s only useful in boosting efficiency or doing basic tasks. That’s too narrow a view. My experience tells a very different story. Over the last 12 months, it’s revolutionised the way I work, and allowed me to do things we couldn’t imagine before. I’ve leveraged it to navigate the challenges of my dyslexia, explore the emotions hidden within verbatim feedback, craft questionnaires on topics beyond my usual repertoire, and co-create new analytical models.

AI’s huge power and potential is not just apparent at Kokoro. Many people, in many different walks of life, are using it in groundbreaking ways. The other day, at a housewarming party, I found myself talking to a friend’s husband, a consultant oncologist. Much of the room was talking about the possibility of early retirement and a quieter life. I turned to him and asked about his plans. He simply said, ‘Retirement? Hell no!’ In a world a million miles from mine, he too was buzzing about what AI might bring. He was fired up by the possibility it could be a game-changer in the fight against cancer.

As someone with no interest in slowing down, I found this an inspiring conversation. Gaining true insight on human behaviour is a rare, often undervalued skill, and next year I want Kokoro to push understanding even further – to find ways in which brands can play a more meaningful role in consumers’ lives.

I want to thank you for being part of our journey and for all the support you’ve shown us – on the days when things go well and, more importantly, in the more challenging moments.

Have a very happy and restful Christmas break.