Startups are using AI, neuroscience, and more to help brands gather deeper insights directly from consumers.
Historically, brands and retailers have relied primarily on self-reporting in focus groups to understand consumer behavior. Now, startups are surfacing that offer new ways to gather direct data on consumers, from tracking online and offline shopper activity to recording unconscious buyer reactions.
We used the CB Insights platform to identify 89 startups re-imagining market research for consumer companies. We included a wide range of startups that either a) use new technologies to solicit more frequent and more detailed opinions from customers, or b) monitor online, offline, and even subconscious behavior, including location patterns and facial expressions.
Some startups layer new technologies atop existing survey techniques, such as Remesh.ai, which uses AI to run and analyze online group interviews. Others use Bluetooth and IoT to track shopper activity offline, such as RetailNext, or use digital tablets to observe in-store shopper actions, such as Perch.