Welcome to the AmpliStory blog. Here I share hands-on research case studies, messaging insights, and essays on the cultural ideas shaping how we work, communicate, and make decisions. You’ll also find quick field notes and reflections for curious marketers, strategists, and creative thinkers.
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Most customer research doesn't fail in the field. It fails when the findings land in a document nobody acts on. Here's how to close that gap.
Customer research avoidance is usually a process problem, not a people problem. Here's what it costs — and how to fix the approach.
Customer research is an easy budget to cut — until something goes wrong. Here's how to build the case for it before that happens.
Original research earns AI citations and builds search visibility in ways optimised content can't. Here's why it matters — and how small teams can do...
AI tools generate customer insight that looks right, reads well, and reflects category averages. Not your customers.
Bias in user research is unavoidable—but manageable. Learn 7 common biases, how they creep into your research, and practical ways to reduce their...