Behavioural economics has long highlighted the importance of context. Data without context will only get you so far. MedTech companies need to understand why clinicians behave the way they do, how decisions actually get made inside hospitals, what ‘risk’ really means to different stakeholders and where friction exists within workflows, perceptions and emotions.

The research world is buzzing with AI. Everywhere you look, new tools promise faster, deeper, cheaper insights. But if you peel back the marketing gloss, a more nuanced question emerges: Where does AI genuinely help—and where does it fall short?