What Humans Do combines behavioural science with advisory services, aiming to bridge the gap between new technology and human context. The company is aimed at executive teams, insights directors and research organisations.

Key focus areas for What Humans Do include navigating AI transformation in market research through advising business leaders on how to effectively integrate AI into research frameworks.

Other areas of focus feature advice on evaluating, deploying and optimising synthetic data, and using behavioural science to support commercial strategies.

Baker said: “As artificial intelligence reshapes how businesses gather and interpret data, the key challenge is ensuring technology enhances – rather than distorts – our understanding of real human behaviour.

“Our focus is providing strategic clarity at this exact intersection, helping leadership teams deploy tools like synthetic data effectively while keeping authentic human insight at the core of their growth strategies.”