01
Brand & Advertising
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Harness the full potential of your brand through our integrated research capabilities.
Utilize our full suite of capabilities, or select exactly what you need.
02
Usage & Attitudes
Map consumer habits and category trends to capture untapped market share.
03
Concept Testing
Evaluate product concepts and features before committing capital.
04
Social Diligence
Mine customer chatter across major social channels and e-marketplaces to drive better decisions.
05
Pricing & Value
Find your optimal price point to maximize margins without losing market share.
06
Customer Experience
Track Relational NPS across touchpoints to reduce churn and protect revenue.
Choose from our three offerings for your path to insight.
Get in touch
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Full-service research
Hand us your toughest business questions and get boardroom-ready insights.
02
Forward-deployed research
We embed researchers within your organisation using our platform to drive insights.
03
Platform access
Full access to Thira, our easy-to-use research automation platform powered by our tech.
Thira is our research automation platform that delivers precision insights for high-stakes business decisions. No GenAI slop guaranteed.
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resilient to AI slop
98% of our work is traditional AI or pure software — the remaining 2% is GenAI, cross-checked by dozens of NLP and traditional systems for accuracy.
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Distinct algorithms
Every task is handled by our 800+ distinct algorithms — ensuring absolute mathematical rigor instead of guesswork for each task.
100%
auditability
Experts are summoned into the workflow for critical decisions. Every analysis and chart can be traced back to its original raw data point.
Built by market research experts, embedding 1000+ quality control & rigor checks into our systems.
Our expert-built workflow guarantees high accuracy across all deliverables, producing outputs comparable to industry-leading researchers.
- Skip-Logic Base Integrity
- Branching Route Validation
- Piping Consistency Checks
- Forced Ranking Summation Checks
- Maximum/Minimum Selection Audits
- Scale Inversion Detection
- Ask-All Base Reconciliation
- Termination Logic Audits
- Concept Rotation Balancing
- Masking Logic Verification
- Screener Disqualification Purge Protocol
- Top-Box / Bottom-Box Netting QA
- Derived Variable Logic Mapping
- Brand List Harmonization
- Currency Normalization
- Open-End Categorization Audits
- Continuous to Categorical Banding
- Multi-Punch Flattening
- Base Suppression Triggers
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- T-Test / Z-Test Threshold Validation
- ANOVA Variance Scans
- Margin of Error (MoE) Recalibration
- Multi-Collinearity Diagnostics (VIF Checks)
- R-Squared Fit Validation
- Conjoint Utility Convergence Checks
- MaxDiff Holdout Sample Validation
- Multi-Entity Crosshair Base-Gating
- K-Means Cluster Stability Audits
- Standard Deviation Outlier Flagging
- Quadrant Crosshair Outlier Failsafes
- 100% Margin Verification
- Banner Nesting Logic Audits
- Sig-Testing Letter Mapping Checks
- Empty Row / Zero-Count Purging
- Mean Score Scale Validation
- Base N Alignment Verification
- Don’t Know / Not Applicable Exclusion Audits
- Wave-over-Wave Trend Variance Flagging
- Cross-Tab Label Truncation Checks
- Conditional Funnel Base Recalculation
- True Zero vs. Null Segregation Audits
- Simulator Share-of-Preference Normalization
- Price Elasticity Intersection Mapping
- Chart Axis Scaling Verification
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- Index Score Centering
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- Correspondence Analysis Grid Mapping
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Dinkar Jain, CEO
Engineered by Industry Veterans
Our CEO, Dinkar Jain has led complex market research and due diligence projects at BCG, where he was based in Washington, DC working across 3 continents and many sectors such as healthcare, semiconductors, telecom, consumer goods, financial services, and retail.
Formerly Vice President at Uber and Head of AI for Meta Ads, at both companies he led 1000+ people AI teams. His leadership led to massive technology inflections at both companies leading to over $80B in annualized revenue increases over 7 years.
He has addressed marquee conferences and universities across India, China, UK, Ukraine, and the US. His writings have appeared in the Harvard Business Review and the Economist, and he holds visiting faculty appointments at various business schools across the world.
Mousumi brings 15+ years of expertise in market research, consulting, and data-driven business advisory. Her global research footprint spans India, the US, the UK, and APAC, advising clients across digital technology, financial services, FMCG, telecom, and e-commerce.
Formerly a Group Account Director at Kantar, she has a proven track record of designing large-scale insight programs and leading cross-functional research teams.
From foundational brand and communications research to pricing, concept testing, and household panel analytics, her advisory work drives critical decisions across the entire business lifecycle.
Mousumi Dasgupta,
Market Research Specialist
Articles
Our notes on the state of AI in market research
Essay 01
Cheap Illusion of Intelligence
LLMs mimic fluency without real cognition, making reliance on them dangerous for high-stakes decisions.
Essay 02
"Peak LLM" is here: The AI revolution is about to fall off a data cliff
AI risks destroying its own quality by driving the human creators who supply its training data out of business.
Essay 03
The Privacy Paradox
Strict "zero-training" privacy policies entrench Big Tech's AI monopoly by preventing startups from pooling data to build specialized competitors.