Truth Consulting

"Dear 2050, I hope London is..." Sharing more photography from our series of street portraits asking people to comment on the future of London.  What is your hope for London 2050? #London2050 #streetphotography

We've reached peak opinion. Everyone's got a hot take, and AI is making the pile bigger by the day. The problem isn't a shortage of points of view, it's a shortage of angles strong enough to matter.   In our latest Truth Tips, our Creative Director Thais Phoebe Fareham breaks down the six ingredients behind an angle worth reading, whether it's in a piece of thought leadership, a debrief deck or an insights article.   As she puts it: "A topic is a subject. An angle is a take on it sharp enough to prick people."   Read the full piece below.   #TruthTips #Thoughtleadership #writing

What if the data you're measuring is already out of date?   In the latest episode of Truth Revealed, we get into why quantitative research on its own can trap you in the present (or worse, in a past that's already collapsing). As Bridget Dalton explains, culture moves first; the quieter signals show up long before they ever land in a spreadsheet.   🎧 Listen to the full conversation between our Head of Futures Dr. Bridget Dalton Dalton and Head of Quant and Analytics Maria Antidormi at the links below: Youtube: https://lnkd.in/ecidETvi Website: https://lnkd.in/ej2meyum Spotify: https://lnkd.in/e7Au-8AX Amazon: https://lnkd.in/eQWKuMT6 Apple Podcasts: https://lnkd.in/eH_dvG-h #TruthRevealed #podcast

The meaning of trust is often assumed, but moving away from vague assumptions is critical. For decades, trust was treated as a default setting. Something you started with, until you messed it up. But in a world running on distrust, that thinking is dead. Our work at Truth Consulting has helped us create a model of trust – our ‘constellation’ – which has six clear and meaningful dimensions, each of which overlaps and connects with the others.  Dr Mark Thorpe, FMRS breaks down why trust isn't a start-point it's an end-point. Swipe through to see what actually earns it. →

We asked Londoners what they think the biggest threat is to the city in 2050. The answers were bolder than we expected.   Watch the video. Then tell us yours. ↓ #London2050 Sophie Nathan-King Sarath Varadarajan South Facing

Last week the MRS Delphi Group published a collection of articles from its members on various aspects of the AI revolution that is sweeping through the research and insights sector. A central theme was the importance of ensuring that the implementation and use of AI within our sector was integrated with the human realities that are (or should be) the foundation of the industry.  Whether it is the fusion of human thought with AI capabilities, or the recognition that we need to ‘remind ourselves’ what human realities are actually like, we lose the centrality of human beings at our peril. This fusion of the human and AI is central to our approach at Truth Consulting. We must never lose sight of our ultimate goal – understanding real people in a rapidly changing world. In the words of Dr Mark Thorpe, FMRS: “When data becomes the end-goal, everyone is a loser. This is the point where ‘reality drift’ really kicks in. We can see this happening everywhere. Data is presented, compared, annualised. It gets bigger, broader, faster, louder. But we lose human centricity. The landscape becomes thinner, flattened by the absence of real human meaning. We make judgements and comparisons with data that is bereft of life.” Read the full MRS Delphi Report here: https://lnkd.in/eJcYfhN2 #mrs #AI #research

Big news from across the Paritee network! We're delighted to welcome Ainigma | AI-Native Transformation to the family. This specialist AI advisory firm — founded in Amsterdam in 2024, with teams across Amsterdam, London and Dubai — helps organisations move beyond AI experimentation to becoming truly AI-native, through leadership, culture, capability-building and agentic AI solutions.   As part of the move, Ainigma founder and CEO Arne Mosselman steps into the role of Head of AI Solutions at Paritee, while Jonas Palmqvist, CEO of Paritee, becomes Chair of Ainigma. It's a fantastic complement to the AI and data investments already shaping the group, led by Elizabeth Gladwin as Chief Data and Innovation Officer and Henrik Ebbesen as Head of AI Integration.   It's a brilliant reminder that AI transformation isn't just about the tech — it's about people, culture and human-led change. Exactly the kind of thinking we love being part of. Welcome aboard, Ainigma team — looking forward to working together! 🤝   #Paritee #Ainigma

Connection doesn't disappear. It just moves. The UK's proposed social media ban for under-16s has near-unanimous public backing. 83% of consultation respondents say the risks outweigh the benefits. Nine in ten want a minimum age of 16. So why do two researchers who've spent a decade inside young people's digital lives – and who are mums navigating the exact same question at home – still feel torn? Dr Matilda Andersson FMRS and Taiye Akin-Akinyosoye’s question isn't whether social media is good or bad for young people. It's this: if you take away the space they've built for themselves, where does that need for connection actually go? Two mums. Two research-informed viewpoints. One conversation every brand with a young audience needs to be having right now. Read the full piece below! #socialmediaban

How do you size a future you can't see? Cast the net wide, hedge every bet, model infinite scenarios and what comes back isn't clarity; it's fog. In the latest episode of Truth Revealed, our Head of Truth Futures Dr. Bridget Dalton and Head of Quant Maria Antidormi make the case for the opposite move: if you want to size a future, you have to narrow your focus, not expand it. They talk through why culture has to come before quant, how to find where the real probability weight sits in a category, and what it means for a business to choose its future rather than just forecast it. Listen and watch to the full episode of Truth Revealed below! #podcast #truthrevealed #futures #quant

It’s the end of June, Pride month is almost over. But activism, community and the pursuit of equity don’t get put away for 11 months.   At Truth we are lucky to be part of, and allies to, the LGBTQIA+ global family. This is part of the fabric of our identity as an agency and within our industry.   This month as the heat wave ebbs we want to shout out another agency, who are doing incredible work in the field of LGBTQAI+ activism. Our brilliant friends James Lewis and Saul Parker at The Good Side | BCorp™ have collaborated with the incredibly talented Lexi Powner to put power to passion in the making of a feature documentary Outlaws film: https://outlawsfilm.com   It tells the story of three people from former British colonial countries who have and are taking their governments to court to remove historic, homophobic laws that deprive them of their rights as people to live with freedom and without fear. If you thought Henry VIII’s murderous approach to marriage was his only legacy, watch the film. You’ll find out that it was him that set homophobia into law in the UK. These laws proliferated with British colonialism and remain in statute books today.   In the UK, Pride often feels like a party. The film provides valuable, and uplifting insight into the lives and experiences of people for whom it is not.   Follow Out Laws on Instagram @outlawsfilm for their impressive regular drops of insights and info.    And, there are a few tickets left for the screening of Out Laws at the Bertha DocHouse in Bloomsbury TONIGHT! Get your tickets here: https://lnkd.in/eRu76yEe   We want to thank the filmmakers for creating a piece that will be a tool for the decriminalisation movement, and say a huge bravo: queerness thrives in community – we’re glad we can celebrate ours. #pride #outlawsfilm #lgbtqia