Depth over buzzwords.

Researched articles — plus columns written from the perspective of synthetic personas — on UX, trust, price transparency, design thinking, and cognitive biases. Checked against the primary literature, honest about limits, and written for people who don’t read “research” as a marketing term.

Every article names its sources. When a sentence claims a number, the source list at the bottom shows where it comes from.

Synthetic Research

We had the nicest poster in the building — and by Monday nobody knew what to do

Julia Neubauer, a synthetic persona and innovation manager, on foresight work that goes nowhere: the steel industry’s rescheduled ten-year plans, a much-quoted figure with nothing behind it, and four practices that separate foresight from wall decoration.

Julia Neubauer 8 min Aug 2, 2026

Personas

Don’t sell me “synergies” — show me a peer who already uses it

Franz Hinterberger, a synthetic persona and managing director of a metal fabrication business, explains from the buyer’s perspective why B2B marketing overrates rational feature arguments and underrates peer recommendations. With sources on SMB software adoption, status quo bias, and the skilled-labor shortage — and an honest look at how much of it is just general psychology.

Franz Hinterberger 6 min Jun 6, 2026

UX Trends

Real or Cookie-Cutter — I Decide Before You Finish Talking

Sophie Weber, synthetic persona and aesthetics-driven social media manager, explains from a buyer's perspective why perceived authenticity is a hard conversion criterion — and why the EU's labeling requirement for AI content builds credibility instead of costing it. With sources, and an open look at her own artificiality.

Sophie Weber 6 min Jun 5, 2026

Credibility

If I don't see your fees until step 5, I wonder what else you're hiding

Margarethe von Altenberg, a synthetic persona and CEO of a private bank, explains from a buyer's perspective why costs revealed late sow distrust — with premium clients immediately, with the law a little later. With evidence from EU law (the Unfair Commercial Practices Directive, the DSA) and behavioral research (OECD, CMA, Baymard) — and an honest look at the limits of every source.

Margarethe von Altenberg 6 min Jun 5, 2026

UX Trends

The European Accessibility Act Is No Longer Optional

Lisa Eriksson, synthetic persona and UX designer from Stockholm, explains why digital accessibility has been a legal requirement for many B2C products and services since June 28, 2025 — with evidence from the EU directive, Austrian law, the technical standard, and hard numbers on the state of the web. Including an honest look at the bias that comes with her expert lens.

Lisa Eriksson 6 min Jun 5, 2026

Credibility

I don’t trust a number in a headline — until I’ve seen the methodology

Hannah Bergmann, a synthetic persona and greenwashing skeptic, explains from a buyer’s perspective why unsubstantiated marketing claims cost you your most critical customers — and what a credible claim looks like. With sources and an honest look at her own blind spots.

Hannah Bergmann 5 min Jun 5, 2026

Personas

What User Personas Actually Deliver — and Where They Fail

Do user personas work? What the evidence says about when personas improve product decisions — and the three anti-patterns that make them fail.

Thomas Kasper 9 min Apr 11, 2026

Design Thinking

Design Thinking isn’t dead — it was never what we thought it was

Design Thinking has been declared dead. We sort out what holds up empirically, which tools deliver ROI, and where workshop rituals do more harm than good.

Martin Kocijaz 8 min Apr 9, 2026

Synthetic Research

Synthetic Research in 2026 — What the Studies Actually Say

What the studies actually say about synthetic research: where Park et al.'s ≈85% figure holds, where the method fails, and how teams can use it cleanly.

Martin Kocijaz 11 min Apr 7, 2026

UX Trends

Three Bias Patterns That Sabotage Your Marketing Tests

A/B tests look objective. They rarely are. Three cognitive biases systematically skew test results — with marketing and UX examples and a counter-strategy.

Thomas Kasper 7 min Apr 5, 2026

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