Ask briefly
Short, precise questions are easier to understand and harder to overinterpret.
Waltham Insight
Find the signal.
Test what matters.
Document what is true.
AI can find patterns in almost unlimited amounts of data. But some questions still have only one honest answer: ask people.
Research before survey
Do not ask 1,000 people what the data already knows.
Waltham Insight starts with reality: official statistics, market data, search behaviour, news, documents and other relevant sources. Only then do we identify what remains uncertain and test the decisive hypothesis.
Research first. Ask people when it adds information.
Data is not scarce. Judgement is.
The hard part is not finding data. It is knowing what the data actually says.
Waltham’s value lies in asking the right question, choosing sources that genuinely illuminate it, looking for both confirmation and counterevidence, and forming a conclusion that can be defended.
Experience from thousands of studies
Technology changes.
Good questions endure.
Ask consistently
The same wording makes answers comparable and the method auditable.
Ask only when it adds knowledge
Research what can already be known and use interviews for what remains unanswered.
In development · Media intelligence
From local signals to documented story ideas.
Working title: Waltham Newsroom Signal. Every morning, an AI agent reviews agreed local news sources and open datasets. It identifies patterns, anomalies and unanswered questions — helping the newsroom decide which themes deserve closer investigation.
The product does not write the news or replace editorial judgement. It makes a large source base manageable and shows what should be investigated before a journalist decides whether there is a story.
Monitor
Reviews agreed local sources and relevant public data.
Connect
Finds repetition, change and signals across geography and time.
Assess
Ranks themes by news value, relevance and potential for documentation.
Formulate
Suggests hypotheses, questions, response options and alternative explanations.
Verify
Recommends existing evidence or a small, focused survey.
The daily delivery
An editorial morning brief — not a finished article.
- Source-backed signal and potential local angle
- The decisive unanswered question
- Suggested documentation or verification
AI finds the signal. The journalist judges the story.
In development · The public question lab
From a citizen observation to an investigation that can withstand public scrutiny.
Working title: Citizen Signal. Readers and citizens can flag serious local conditions, formulate the question they believe deserves investigation, and contribute sources or alternative explanations. The newsroom helps turn the observation into a neutral, testable hypothesis.
Submit
A citizen describes an observation — without identifying or judging individuals.
Qualify
The newsroom checks sources, relevance, legality and possible counter-hypotheses.
Formulate
The observation becomes a neutral question and a proposed investigation.
Prioritise
Support, debate and local relevance show what deserves investigation — not what is true.
Fund
Citizens, media or foundations may fund the research, but never purchase a preferred result.
Investigate
A sound sample and transparent method test the hypothesis.
Publish
Question, funding, method, uncertainty and result are published together.
Core methodological rule
Popularity is a priority signal — not evidence.
Likes, clicks, comments and crowdfunding may show that a question matters to many people. They cannot provide a representative answer. Only a properly conducted study can weigh the hypothesis.
Independence
The funding buys the investigation. Nobody buys the conclusion.
Clear moderation, source references, disclosed funding and a public method protect citizens, the newsroom and the result against manipulation, bots and organised influence.
Choose your starting point
What should insight make possible?
Insight Discovery
We review relevant sources and develop new angles that can be documented.
Waltham Insight Engine
From signal to conclusion.
Discover
AI structures relevant sources, data and signals.
Investigate
We look for evidence both for and against the first explanation.
Formulate
The unanswered question becomes a testable hypothesis.
Verify
We ask the right people when it adds knowledge.
Conclude
A simple conclusion with full methodological transparency.
A flexible insight universe
Not one standard survey.
The right layer of evidence for the question.
Insight Discovery
AI-based research that finds patterns, opportunities and new angles.
Human Verification
A focused reality check when the decision depends on people.
Waltham Market Pulse
A rapid reading of a market, audience, debate or opportunity.
Research-led PR
A documented angle that gives the outside world a genuine reason to listen.
25 years of PR and news research
News value must be considered before the first question is asked.
Research can create both insight and relevant communication. Waltham assesses in advance what may genuinely be new, which comparisons make sense and which findings can withstand critical questions.
Independence is part of the product
The client can buy the research.
The client cannot buy the conclusion.
Evidence
Official statisticsDocumented
Market dataSupports
Human verificationConfirms
Alternative explanationsTested
25+ years of experience — a new analytical model
Rooted in opinion research.
Built for a world with AI.
Waltham Insight combines experience in automated data collection and research with modern AI research. AI makes the work faster and broader. Experience determines when people still need to be asked and how strong the answer really is.
Confidential first enquiry
What do you need to know — but cannot see yet?
Describe the question or decision in broad, anonymised terms. Nikolai Waltham personally assesses whether there is a meaningful way forward.