Insights
Insights
What our research has found, written for people who do communication work. Every figure comes from a published study with a summary you can follow up.
31 October 2026
A big audience is not a buying audience: working with creators people actually believe
Five studies of creators, sponsorship and brand stance point the same way. Follower counts tell you how many people saw something. What makes people believe and want to buy is the fit between the creator, the product and that particular audience.
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31 October 2026
In a crisis, people believe what they see more than what they are told
Three studies, from COVID-19 to a hostage crisis to a campaign against a dam, show that credibility in a crisis does not come from the speaker's position. It comes from results people can see, from admitting mistakes, and from facts people can pass on.
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31 October 2026
Before teaching people to use AI, teach them to check
Five studies of students, online classes, lecturers and adults who use media every day show that the problem is not the tool itself. It is the skill of checking information, and how much learners are asked to carry at once.
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28 October 2026
The good news about Thailand reached the world. The travellers' questions are still unanswered
Two studies followed Thailand's image in foreign media after cannabis was legalised. On YouTube the picture was mostly positive; in Chinese-language media the coverage was neutral but the readers' comments ended at "I'm not going." The lesson: a country's image is not settled by the tone of its news.
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28 October 2026
A health message that reaches everyone may change no one
Four studies, from dengue to salt reduction, show that wider reach does not mean people act. What works better is knowing first where the audience gets it wrong, then telling the story in the form that group wants.
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28 October 2026
What you get from working with a university research centre, beyond the deliverables
Many organisations come to a research centre for deliverables. But what a research centre offers most often happens before and after them: a question framed clearly from the start, and evaluation honest enough to say what did not work.
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27 October 2026
Online, but still locked out: health communication for older Thais as services move to the phone
The share of older Thais using the internet rose from about 4% to nearly 58% in eight years. Yet 69% say English on the screen is what stops them. Lessons for agencies moving health services online.
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27 October 2026
Likes show that people saw it, not that they changed
Thailand's online ad spend grew more than 13-fold in thirteen years, yet seeing content from brands is the last of all the reasons Thais open social media. Time to measure deeper than likes.
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27 October 2026
Thais would rather watch the news than read it, but only just
News is what Thais watch most on free online platforms, and television is still the top news source. Yet almost as many prefer to read news as to watch it. Which format should agencies tell their stories in?
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21 October 2026
The channels are there, the trust is not: what Thailand's 2026 news data tells public communicators
Data from 2026 shows Thais get their news on Facebook and LINE, yet trust in news has fallen to 47%. How should government agencies communicate so that people believe the message and act on it?
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21 October 2026
Let AI help, but don't let AI tell the story
A six-country survey finds 62% are comfortable with news written by people, but only 12% when AI writes it all. How should organisations use AI in communication without losing trust?
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20 October 2026
Our best campaigns may not be written by us
Three studies with Myanmar migrant workers point the same way: when the audience helps design the message from the start, it reaches people the organisation could not reach before.
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