Understand the consumer before launch
Your target audience is changing faster than reports can be produced. Gen Z drives convenience. The buying journey moves to TikTok and AI search. Classic panel data doesn't capture the nuances — and costs millions.
We conduct concept tests, brand analysis and target audience analysis in 4-6 weeks — with AI-powered analysis of open-ended responses that captures the consumer's voice, not just the numbers. Fresh panels. Fast decisions.
We were planning a campaign targeting Gen Z but still had a mental model from 2018. Alba's target audience analysis in 4 weeks showed that our previous positioning didn't land at all — we managed to change both messaging and channel mix before launch.— Brand Manager, food sector · shift to Gen Z focus
Insights at campaign-cycle speed
Concept & product testing
Test new flavours, concepts or campaigns against your target audience before launch. Quantitative scoring + qualitative open-ended responses with AI-powered sentiment and theme analysis. Results in 4 weeks.
B2C service company · target audience analysis before concept pivotConsumer insight & target audience analysis
Drivers, value words, buying journey, demographics, behavioural segmentation. AI analysis of open-ended responses captures nuances in the consumer's own voice. Strategic recommendations for positioning and communications.
Major food company · Gen Z · convenience-driven consumptionBuying journey & e-commerce conversion
Exit surveys, depth interviews with non-buyers, persona-based web review. Identify friction and hesitation — and the three biggest solutions with ROI assessment (incl. AI/AR potential).
E-commerce player · conversion optimisation · depth interviews with visitorsDecision support that keeps up with the campaign cycle
- Fast delivery — 4-6 weeks from start to report
- AI-powered sentiment analysis of open-ended responses with themes and quotes
- Per-segment breakdown (Gen Z, Millennial, older)
- Driver analysis — what triggers the choice of you specifically?
- Competitor positioning map through the consumer's eyes
- Ready-made quotes you can use in creative briefs or pitches
Common objections
"We have secondary data from major providers — why our own primary?"
Secondary data is the industry picture. Primary is YOUR picture — your target audience about you, against your competitors. Secondary gives trends. Primary gives decision support for a specific product or campaign.
"Aren't focus groups better than surveys for emotions?"
Often hybrid. Quantitative survey (200-1000 respondents) provides statistical foundation + qualitative depth interviews (8-15 people) provide nuance. AI-powered analysis of open-ended survey responses captures much of what focus groups traditionally do — faster and cheaper.
"Does AI analysis remove the nuances in the consumer's voice?"
The opposite — AI makes nuances VISIBLE. We analyse open-ended responses with both sentiment and theme, but present real quotes and phrasings. You read word-for-word — AI just helps with structure.