Pendleton Woolen Mills allowed us to conduct qualitative and quantitative research for them.  The result was a key brand insight about a kind of consumer called the Purist, who preferred the Pendleton shopping experience over the experiences offered by key competitors, and whose loyalty to Pendleton could be counted on.  The campaigns built around the Purist helped Pendleton weather the storm of competition from competitors like Filson, Carhartt, and Orvis.  

It’s doubtful that submitting the same data to AI would produce a finding as incisive as the Purist.  This is something to bear in mind if you’re a retail brand seeking to thrive: human 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 retailer and need perspicacity, you might call Cascade Strategies. We can help you see things AI can’t see.  

Image: Eric Schucht

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