Some years ago, Publix Supermarkets allowed us to conduct qualitative and quantitative research for them.  The result was a key brand insight about a kind of consumer called the Reluctant Shopper.  Despite the ironic name, this kind of consumer hewed more closely to the shopping experience Publix offered than to competitive shopping experiences.  The campaigns built around the Reluctant Shopper helped Publix weather the storm of competition from well-heeled operators like Walmart.  Winn-Dixie, a much larger chain with many more stores, perished.  

We recently asked Gemini to review the same dataset and report on it.  Gemini provided a sparkling and quite accurate report on the data but perceived nothing about the Reluctant Shopper.  This is something to bear in mind if you’re a consultant advising a brand on how to thrive: perspicacity counts. 

There’s a kind of intelligence AI can’t reach. It has dimension, soul, and human inspiration.  We’d do well to remember this as we pour more datasets into the maw of AI.  If you’re a consultant and need perspicacity, you might call Cascade Strategies.  We can help you see things AI can’t see.  

Image: Harrison Keely

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