Antireport

Most research reports are expensive echo chambers that amplify what everyone’s already saying online.

Someone notices a trend, writes about it, and suddenly it becomes unquestioned gospel.
But people are way more contradictory and in
teresting than your frameworks give them credit for.

We created the Anti-Report because we kept seeing brands make decisions based on insights that sounded right but felt wrong. So we start with a different question: what if the thing everyone agrees on is actually the thing we should be questioning?

The goal is to spark thinking that resonates with real people instead of research abstractions.