Consumer psychology
Why clarity changes choice.
How reducing ambiguity affects trust, comparison and action.
Insights
Thinking for businesses that are still changing.
Brand, consumer psychology, China market, AI and the systems connecting them.
What we write about
The questions behind the work.
Insights are not there to fill a content calendar. They are where we make the thinking behind Pulse visible.
China market
What global brands misunderstand about localization.
Why meaning, platform behavior and category expectations matter more than literal translation.
AI
The difference between adding AI and redesigning a workflow.
Where agents become useful and where they simply move the mess around.
Brand strategy
When a rebrand is actually a positioning problem.
Why visual dissatisfaction is often the symptom rather than the cause.
Neuroscience
What preference testing can — and cannot — tell you.
Using data to reduce uncertainty without pretending taste can be automated.
Digital
Why beautiful websites still fail to convert.
The relationship between hierarchy, proof and the acquisition journey.