Blog

AI, why don’t you do the job for us? – An experiment

3. Juni 2026/By INNCH

We have systematically tested where AI truly helps in our research and design process—and where it does not. The result is both sobering and helpful: AI simulates knowledge and understanding remarkably well, but it has limited ability to translate that knowledge into sound design, evaluation, and practical decisions. For us, it is precisely this distinction that constitutes true AI expertise.

Ein Tor bestehend aus Wörtern, links davon Menschen und Gegenstände, rechts davon Zahlen und Vektoren

Silicon Sampling: Revolution or Bullshit?

Market research, Psychology

7. Dezember 2025/By INNCH

Can large language models (LLMs) such as ChatGPT simulate human respondents sufficiently well? A closer look at the meaning and function of natural language in humans and machines can provide an answer to this question.

Plea for more AI competence

Innovation & Trends, Market research

20. Januar 2025/By INNCH

Generative AI can support researchers and creatives in many areas. However, AI expertise is essential for its profitable professional use. This article deals with the question: What is AI competence and how can it be acquired?

AI in research and innovation — an experiment

Creativity, Innovation & Trends, Market research

30. September 2023/By INNCH

Are we market researchers, innovation developers and designers still needed at all, or is AI taking over our jobs because it can do it better? Vice versa, can AI be of any use to us at all in our professional processes, or is the best way a happy win/win team? We explored this question in an experiment.

Creativity is intuition. True?

Creativity, Psychology

8. April 2023/By INNCH

How are intuition and creativity related? Actually, in the same way that intuition is related to playing soccer, surgery, and jazz improvisation.

Sloppy thinking

Creativity, Psychology

27. Juni 2022/By INNCH

Hamma kinne Hamma, näme mer dä Zang — or: Why a certain logic of thinking is what makes us creative beings in the first place.

Depth psychology — what does it actually mean?

Psychology

23. April 2022/By INNCH

Depth psychology has little to do with hidden content beneath the surface or icebergs. To clear up a few clichés for once.

Creative destruction

Creation, Creativity

16. März 2022/By INNCH

Does the old really have to be destroyed before the new can emerge?

Psychological future scenarios

Trend research

18. September 2020/By INNCH

It is not possible to look into the crystal ball. But there are methods that can provide planning certainty and inspiration. A critical comparison of forecasting methods.

Develop innovations with system

Innovation & Trends

6. August 2020/By INNCH

Do you want to develop innovations that meet the needs of your target group? Then you should take one central and particularly helpful basic principle to heart.