---
id: "entity-gbk-collective"
type: "entity"
entityType: "organization"
canonicalName: "GBK Collective"
aliases: ["GBK", "gbkcollective.com"]
source_timestamps: ["§ When You Need the “Why” Behind the Numbers", "§ The Road Ahead"]
tags: ["consultancy", "research-firm"]
related: ["entity-twinloop", "claim-verbal-vs-typed-responses", "entity-jeremy-korst", "entity-columbia-business-school", "open-question-digital-twin-training"]
sources: ["commercial"]
sourceVaultSlug: "hbr-seg-commercial"
originDay: 5
articleStem: "hbr-new-30-ai-scale-customer-research"
sourceUrl: "https://hbr.org/2026/04/how-ai-helps-scale-qualitative-customer-research"
sourceTitle: "How AI Helps Scale Qualitative Customer Research"
---
# GBK Collective

**GBK Collective** is a marketing and analytics consultancy associated with coauthor [[entity-jeremy-korst]].

## Contributions in this source

- Partnered with [[entity-twinloop]] to test voice vs. text AI interviews (the 7× result) → [[claim-verbal-vs-typed-responses]].
- Launched a study with [[entity-columbia-business-school]] to validate the link between deeper data and better digital-twin prediction → [[open-question-digital-twin-training]].

## Canonical reference

gbkcollective.com. Strategy and insights firm co-founded by academics (e.g., Wharton's Eric Bradlow); known for advanced analytics and experimentation.