Our research, insights, & thought leadership.

Protocol Theory is heading to SuperAI Singapore to share new consumer insights on how AI is evolving from functional tool to emotional interface—and what that means for builders, brands, and the future of human-tech interaction.

AI adoption is widespread, but confidence, clarity, and consistency still vary across markets and user groups. This article unpacks six data-backed insights to help consumer-facing AI product teams build smarter, more trusted, and more locally relevant experiences.

AI doesn’t just need ground truth in its models—it needs it across the entire business. From UX to pricing to go-to-market strategy, this article unpacks why human-validated insight is the difference between guesswork and growth in the age of AI.

Protocol Theory is pleased to welcome Mark McElwain as our new Head of Audience Solutions, where he will lead the growth and evolution of ProtocolPanel™—the world’s first human-verified research community purpose-built for early adopters and innovation consumers.

With deep expertise in digital strategy, paid media, and brand leadership, Naomi will guide the next chapter of our growth by sharpening our positioning, expanding our reach, and strengthening how our ideas shape the industry.

Protocol Theory has partnered with Crypto News Australia to bring high-quality, human-verified consumer research to the Australian Web3 community—giving users a chance to share their experiences, influence the industry, and get rewarded through ProtocolPanel™.