Evidence on people,
methods & markets.
Original research from our PhD behavioral scientists on how people think, feel, and decide—and the methods that reveal it with scientific rigor.
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AI in Purchasing Decisions
AI is moving from influencing purchases to making them. For brands, that changes the question. AI in Purchasing Decisions is EmpathixAI’s new consumer research report that maps the market not as a simple pro-AI versus anti-AI divide, but as a permission market.
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Latest research
Where's the Best Coffee in Manhattan? Depends Which Robot You Ask.
Consumers are increasingly bypassing Google Maps and Yelp in favor of asking ChatGPT or Claude for local recommendations. We asked the major models for their coffee recommendations in Manhattan, which revealed some fascinating model behavior.
The Summer Travel Divide: How Americans Are Navigating a More Expensive Vacation Season
Dig a little deeper, and a more complicated picture emerges — one defined less by wanderlust than by wallet size, and shaped by a set of quiet financial adaptations that the headline numbers tend to obscure.
The Generation Gap at the Heart of America's Ukraine Debate
Four years after Russia launched its full-scale invasion of Ukraine, we uncovered a finding in a recent survey of the American public that should give pause to anyone who assumes American public opinion on the war in Ukraine follows predictable partisan lines: 50.9%.
The Trust Gap: What 1,500 Americans Really Think About AI Platforms in the Most Turbulent Quarter the Industry Has Seen
ChatGPT remains the clear trust leader among Americans, but Claude’s spring surge has narrowed the gap among highly educated, high-income, and politically engaged audiences.
Who Backs the Moon Mission—and Who Doesn't: American Public Opinion on Artemis II
A new survey reveals that support for NASA's first crewed lunar flyby in half a century is broad but uneven—shaped less by partisan identity than by education, income, and a surprisingly comfortable embrace of symbolism.