Put real people behind every decision.

Map your category, test your ideas and make the call, with answers back by morning. One platform, from first idea to final decision.

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Trusted by 300+ brands and agencies globally

Why Ideally

Most research stops at the score. Ideally gets you to the decision.

Hear from real consumers by morning, with demographic filters built in at no extra cost. Big enough to slice it the way you need, fast enough to test, learn, and act.

Every written answer is sorted into themes and linked to the score. See what’s actually holding an idea back, and fix it before the next round.

Canvas maps your growth opportunities, then test your ideas with those same people. So you’re backing the right idea for the right opportunity.

Every framework is designed by our researchers, with a team on hand when you need them. No survey writing, and results that stand up to scrutiny.

Your Insights Assistant analyses your results and turns them into a presentation in minutes. Every point links back to the data, so you walk in with evidence, not opinion.

a study going live in the evening, with results filling in by morning.

Rigour you can trust. Speed that wins.

Find the opportunity, ask the people who matter and act on what they tell you. Research-grade surveys, smart AI assistance, and category norms behind every result, with answers by morning.

Plan

Know where to play before you create.

Get to know who buys in your category, when and why. Spot the moments worth the most, see how your products are really performing, and know exactly who to build for. Then put your ideas in front of your category.

Every innovation backed by real consumer insight.

Spot the opportunity

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Spot your next growth opportunity

Canvas, our category study, surveys real consumers across your category and turns their answers into one clear map. See who buys, when, why and where the biggest opportunities sit. Then take them straight into testing.

Your growth plan, built on:

Occasions: Pinpoint the moments that drive your category and see who shows up for each one. So everything you do starts with a moment people actually care about.

Needs and wants: Learn what people need from your product and what they want to feel when they buy it. Get both right and you're the one they pick.

Demand zones: See your category broken into clear opportunities, each sized by people and value. A zone can be a small share of people but a big share of value (that's usually where the growth is hiding).

Brand view: See which moments your brand owns and where competitors are winning. Defend what's yours and go after what isn't.

Trended view: Run it again and see which opportunities are growing and which are fading. Spot the shift before your competitors do.

Audiences: Take any opportunity into a test, and see which idea wins with the people in it.

One live view of your category, shared by the whole team.

See where you stand

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Know where you stand

Put what you already sell in front of real consumers and find out what's holding them back with the In-market test. See where people drop off, and hear why in their own words. Once you know what's in the way, you know where to start.

Insights sliced by:

Funnel breakdown. See how people move from hearing about you to purchasing you, and exactly where they drop off.

The why. See what people say about you in their own words, and why they didn't take the next step. So you fix the real problem, not the one you assumed.

Benchmarks. See how you stack up against others in your category. Is the drop-off normal, or something worth fixing?

Results by segment. Find out who you are winning with and who you are losing.

Find the leak, and you've found your next plan.

Set your direction

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Know which way to go, early

Every business has questions no one can answer yet. Is this idea worth chasing? Which way should the next campaign go? What do people actually think of us? Put them to real consumers before anyone writes a brief or spends a dollar. Every test is built by researchers, sent to an audience of your choice, and back with you overnight.

Your direction, set by:

Innovation Territory Test. Got an idea but not sure it's worth chasing? See how many people would consider it, how it compares with similar ideas in your category, and why, in their own words.

Strategic Territory Test. Choosing a direction for your next campaign or positioning? Put platforms and propositions in front of consumers before creative starts. See which one resonates, with whom and what's driving it, so the brief is built on what works (not what the room liked best).

Ask Anything. Got a question no standard test covers? Write your own and get the same overnight turnaround, with open-ended answers grouped into clear themes. Brand perception, audience profiling, whatever the business needs to know.

Research-built, every time. Every standard test is designed by our researchers and benchmarked against your category.

Get the answer early, while changing course is still cheap.

Ideally Canvas audience segments, showing category share, streaming habits and demographics for each segment

Ideally AI Co-pilot asking what's the optimal price, across a Beer and RTD canvas and eight past studies

Ask

Put every idea to the people who’ll buy it.

Start with what you already know. Ask every study you've run and get answers in seconds. Then test new products, prices, messages and campaigns with real consumers in your category, and get answers overnight. See what's landing, what isn't and why. Sharpen it and go again, until you know exactly which idea wins.

Overnight answers, with the why behind every score.

Ask your audience

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Hear from the people who matter to your brand.

Start with what they've already told you, then ask them something new. Every answer comes from real consumers matched to the people you're trying to reach, not just anyone with an opinion.

Your answers, built from:

Insights Assistant. Ask everything you've ever tested, in plain English. Answers in seconds, each point linked to the study it came from.

Audiences. Choose who you hear from by age, location, what they buy and more, and change it whenever you need to, at no extra cost. Handy when your idea is for a specific group, not everyone.

Nationally representative samples. 500 people as standard, 1,000 in the US. Big enough to cut by segment and still stand up when you take it to the business.

Overnight results. Launch tonight, answers by morning. Test, fix and test again in the same week.

Real people, every time.

Test your ideas

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The right test, ready to go.

From a new product to a price or a campaign, pick what you want to test and the right framework is ready to go. Every one is built by researchers, so you're never writing a survey from scratch or guessing which test to use. And every round compares to the last.

Your next call, backed by:

New products. Got a new product, pack or claim to check? See which ideas people want, which version wins and what they take from your copy.

Pricing. Not sure what to charge? Find the price range people will pay, and the mix of options that reaches the most people.

Campaigns. Got creative in the works? Check your message lands, see if it shifts purchase intent and find out which route comes out on top.

Custom frameworks. Want to measure success your own way? Build a test around the metrics your business already uses, with our researchers on hand to help set it up.

Test it, fix it, test it again. Every round on the same scale.

Act

Make the call with the proof in hand.

Every study comes back with clear charts, a written summary and the reasons behind every score, in consumers' own words. No exporting to Excel to make sense of it. See what it means for your business, share it with your team the moment it lands, then turn it into a presentation that's ready for sign-off.

From insight to sign-off, without leaving the platform.

Results you can understand

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Know what happened, and what it means

Every study comes back with clear charts and a written summary, with the reasons for every score in people's own words. Ask your study anything and get answers in seconds. Then share it with your team and turn it into a presentation that's ready for sign-off.

Findings Report. An AI summary of what your study found, built on researcher-grade methodology. Ready as soon as your study closes, so you read the story, not the spreadsheet.

Insights Assistant. Ask your study questions, like "which idea did under 35s prefer?" Get an answer in seconds.

Dashboards. Every result charted and benchmarked against your category. Filter by segment to see how different groups responded.

Exports. Need the raw numbers? Pull your results into Excel.

Benchmarks. See how every score stacks up against similar tests in your category and market. Is it genuinely strong, or just the best of a weak bunch?

Head-to-head. Put ideas side by side and see what sets the winner apart.

Concept mapping. See which demand zone each idea wins in, right on your category map.

Back the winner, and show why it won.

The answer first. The detail when you need it.

Find out the why

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See what's really driving the score.

Your idea scored well on appeal but low on purchase intent. Is it the price, the name or the claim? Every written answer is sorted into themes and linked to the score, so you know what to change before the next round.

Your next move, guided by:

Themes. Thousands of written answers sorted into clear themes, each backed by real quotes you can drop straight into a deck.

Drivers. See which themes actually move the score, so you fix what matters, not just what scored low.

Segment comparison. Put any two groups side by side, like parents and non-parents, and see exactly where they split and why.

Once you know the why, you know what to change.

Pick the winner

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Get everyone on the same page

Share results with your team the moment the data lands, and turn any study into a presentation in minutes. Everyone sees the same numbers and exactly who you asked, so the meeting is spent deciding, not debating.

Your team, aligned with:

Presentations. Need to walk the team through it? Turn any study into a quick summary, a full presentation or a deep dive, then export to PowerPoint. Ready for the boardroom or the buyer meeting.

Shareable dashboards. Send results to anyone on the team as soon as they're ready. They can filter and explore for themselves, no research background needed.

Your next round, ready to go. Every decision raises the next question. Frameworks run from first idea all the way to in-market, so your next test picks up where this one left off.

One set of numbers, one decision.

Ideally results dashboard grouping consumer comments into positive and negative themes, with a verbatim quote on price

Built for your industry

Shopper holding a red supermarket basket with a tin and a boxed product

CPG

Find the white space, test the concept and win the range review. Walk into the retailer conversation with evidence, ready before the deadline.

Explore CPG

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QSR

Test new menu items, limited-time offers and price points before they hit the menu board. Know what'll sell before it rolls out to every store.

See how QSR brands use Ideally

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Services

Test propositions, fees and campaigns with the people who'd actually switch. Built for banking, insurance, telco, utilities and super.

See how services brands use Ideally

Smiling creative reviewing a printed contact sheet of photos with a pen

Agencies

Bring proof to the pitch, and defend the work after it. Real answers at a price you can put on a project, for every client you run.

See how agencies use Ideally

CPG

Find the white space, test the concept and win the range review. Walk into the retailer conversation with evidence, ready before the deadline.

Explore CPG

QSR

Test new menu items, limited-time offers and price points before they hit the menu board. Know what'll sell before it rolls out to every store.

See how QSR brands use Ideally

Services

Test propositions, fees and campaigns with the people who'd actually switch. Built for banking, insurance, telco, utilities and super.

See how services brands use Ideally

Agencies

Bring proof to the pitch, and defend the work after it. Real answers at a price you can put on a project, for every client you run.

See how agencies use Ideally

CPG

Find the white space, test the concept and win the range review. Walk into the retailer conversation with evidence, ready before the deadline.

Explore CPG

QSR

Test new menu items, limited-time offers and price points before they hit the menu board. Know what'll sell before it rolls out to every store.

See how QSR brands use Ideally

Services

Test propositions, fees and campaigns with the people who'd actually switch. Built for banking, insurance, telco, utilities and super.

See how services brands use Ideally

Agencies

Bring proof to the pitch, and defend the work after it. Real answers at a price you can put on a project, for every client you run.

See how agencies use Ideally

See how leading brands move faster with Ideally

“Ideally has changed how our marketing team walks into a room. In a field where everyone has an opinion, it gives us the evidence to back our instincts and move with confidence. We’ve used it across pricing, proposition and creative concept testing, and shaping how we bring ideas to market. It’s fast, intuitive, and it brings the customer into conversations where they simply weren’t before. You can’t argue with evidence.”

Lauren Nikolareas

Head of Marketing, Digital Health

Bupa Australia

Bupa “Everything for health” campaign posters on a street-front billboard

Lauren Nikolareas

Head of Marketing, Digital Health

Bupa Australia

Lauren Nikolareas

Head of Marketing, Digital Health

Bupa Australia

"Ideally's latest update makes it easier to simplify how we view the category and the occasions and need states our consumer segments sit within. It's available in a format that gets us straight to the insight without the heavy admin or analysis, and it gives us a stronger foundation to inform strategic decisions further upstream."

Tom Bennett

Senior Brand & Communications Manager

Nando's

Tom Bennett

Senior Brand & Communications Manager

Nando's

Tom Bennett

Senior Brand & Communications Manager

Nando's

"Ideally already feels like my first stop when I write a brief. It gives a clear read on QSR occasions, needs and segments, and the indexing and updates help me stress test assumptions and move faster with confidence."