Rewriting Your Rules of Research: The Biggest Update to Ideally Yet
This new framework brings together category dynamics, and evolving consumer segmentation with the overnight testing you love into one connected system. The result: clearer insights earlier in the process, and more often across your entire workflow.
It connects how real people think, feel, and buy with how your teams test, learn, and innovate. You can bring consumers in earlier than ever, comparing new ideas with richer context and stronger relevance.
For the first time, every interaction, every test, and every learning feeds a shared, intelligent knowledge base. Your consumer understanding doesn’t reset with each project, it builds and compounds over time in one place.
Why this matters
Ideas traditionally move faster than insights. We’re moving toward a world where insight isn’t something you commission; it’s something your organisation is powered by. Where teams don’t have to piece together scattered learnings, but can instead ask questions at any stage and get instant, connected answers.
The Four Pillars of Reinvented Research
1. Consumer & Category Understanding
A connected, evolving view of your audience and the category they operate in, built from needs, occasions, behaviours, barriers, motivations, and competitive dynamics.
It brings together everything you know about real people and the ecosystem they make decisions in, so your teams always have the full picture.
2. Customer Segmentation
Segmentation that updates continuously as you test and learn, not just after a long study, but every time new data enters the system.
Your segments get sharper, more representative, and more predictive with each interaction, giving you the ability to optimise with confidence.
3. Connected Insight Layer
Every project feeds a single, ever-smarter knowledge base. AI connects themes, reconciles contradictions, surfaces opportunities, and turns scattered learnings into clarity within seconds.
Your knowledge doesn’t just accumulate, it stacks, giving every team a deeper understanding of your insights.
4. Ideally’s foundations
Ideally was built for overnight research, offering you the opportunity to get quick, robust responses from real people using the frameworks you know and love.
What This Unlocks
- Clarity earlier and more often. From the earliest spark of an idea through post-launch optimisation
- Segments that evolve with your market, making every test more contextual and every decision more relevant
- Category-grounded benchmarking and trendlines, allowing you to see movement in your space as it happens
- Connected insights that strengthen each other, turning isolated learnings into a strategic advantage
- Creative and product decisions rooted in real behaviour, not assumptions
- Faster cycles with more confidence, because your teams always have the context they need
