Strategy Archives • intO

From Buzz to Business Impact: What Fintech Needs from AI – And How UX Research Can Help

In this article, intO’s Commercial Director, Chloe Amos-Edkins, reflects on the insights shared in a recent Fintech Insider podcast episode on AI in financial services. As AI adoption moves from buzz to business-critical, Chloe explores why trust, cultural context, and user understanding are essential to success. Drawing on intO’s global fintech research, she outlines how UX research can help teams design AI that’s scalable, ethical, and truly user-centred.

Testing the Waters: How Global Brands Use Proxy Markets to De-Risk Innovation

Before launching new products, features, or pricing models globally, leading brands test in smaller, lower-risk markets to refine their strategies. In this article, intO’s Commercial Director, Chloe Amos-Edkins, explores how proxy markets help businesses avoid cultural misalignment, usability gaps, and regulatory pitfalls, highlighting how businesses can choose the right proxy markets, run effective research, and avoid common pitfalls to ensure successful global rollouts.

Step Into Their World: How Cultural Immersions Shape Smarter Business Decisions

As we wrap up our latest immersion project for YouTube, which spanned the US, Japan, Nigeria, Indonesia and Brazil, it’s the perfect time to explore why cultural immersions are a game-changer for foundational research and why they’ve become one of our most valuable services.

Archive for the ‘Strategy’ Category

From Buzz to Business Impact: What Fintech Needs from AI – And How UX Research Can Help

Testing the Waters: How Global Brands Use Proxy Markets to De-Risk Innovation

Step Into Their World: How Cultural Immersions Shape Smarter Business Decisions