Over the past year, we’ve done what Augur has always done when a new wave hits: we got our hands dirty. We tested, evaluated, and ran pilots – both in-house and together with clients – to understand where AI truly creates value.
We stress-tested workflows, compared tools, and learned where automation speeds us up and where human judgement must stay in the driver’s seat.
Our point of view is simple: AI is not an end in itself; it’s a multiplier. When we blend state-of-the-art AI with three decades of consumer insight, we compress time-to-insight, open doors to new markets, and deliver higher-value outcomes – without compromising the craft. Used right, AI lets us focus on what matters most: understanding people, context, and future possibilities.
We also see the landscape shifting. Qualitative and quantitative research are moving closer together. Large language models make it easier to connect depth with scale, to go “behind the scenes” at pace, and then validate patterns with breadth. That convergence is exciting, but it demands expertise: strategic research design, data-driven analysis, and a clear point of view that turns signals into confident moves.
Along the way, we captured a set of non-negotiables, reminders of what we always strive for:
These principles echo our manifesto: AI should add value to the work, broaden perspectives, and include more voices and languages – not replace expertise. It supports analysis, ideation, and strategy; it does not substitute for craft.
What does this mean for you? Faster synthesis, clearer decisions, and more inclusive inputs – without trading away quality. It means moving from trends to traction: prioritised roadmaps, testable pilots, and growth with fewer blind spots. And it means a partner who will tell you not just what’s possible, but what’s useful.
Since the start, Augur has believed that any business design must be rooted in real human experiences. AI lets us live that belief at a new scale. The opportunities are enormous; our standards remain the same.
If you’d like to see how this works in practice, or to explore a pilot tailored to your team, let’s talk.
Fredrik Öhrfelt
CEO, Augur