Questions, answered

Synthetic consumers are AI personas built from published research on real kinds of UK consumer, such as surveys, category studies and reviews. You show them a concept, pack, ad or landing page. Each one reacts in its own words, scores it and gives its reasons.

An analyst layer then turns those reactions into a decision-ready read: a verdict, where the audiences split and why, the assumption most likely to sink the idea, and what to test next.

It gives you a directional signal, fast. It informs a decision rather than settling one.

Ask a general-purpose model to act as a UK consumer and it tends to give one average, agreeable answer. Our personas each carry a profile built from research on that kind of shopper: the brands they buy, what they pay, what they worry about. That changes the answers.

In our own testing in September 2026, compared with a well-written prompt a planner could produce in ten minutes, the research-built profiles named 29 different real brands against 11, and changed the purchase-intent answer in 18 of 24 paired tests.

You would also need to build the structure around it: consistent test types, scoring criteria, an analyst read and reports you can share. That is the part we have built for you.

Three things working together. Personas grounded in research rather than a one-line prompt. Depth in the categories that matter to consumer brands, strongest today in food and drink. And a structured decision layer, so every test ends in a verdict, the reasons behind it and the next thing to test, not a pile of transcripts.

We are also open about the limits. Every read states how much relevant evidence its audiences had, so you can see when a result stands on firm ground and when it doesn't.

The ready-made UK panel has six pre-built consumer personas, and we are adding more.

Treat them as a directional signal, not ground truth. Our testing shows the research changes and diversifies the answers. It doesn't yet show that they match real people: we haven't benchmarked against real survey responses, and we say so.

Category depth is uneven, strongest in food and drink, and every read states how much relevant evidence its audiences had. Use the panel to screen and sharpen ideas, then put your highest-stakes decisions in front of real people.

In minutes. A typical test returns its full read, including each audience's reaction and the analyst's verdict, while you wait. That is the point: you can screen several ideas in an afternoon and spend your research budget only on the ones that earn it.

Yes. We build synthetic versions of your own target segments from your research and customer data, and you test them with the same four test types. This is built to order and priced per project. Email info@niahdata.co.uk to talk it through.

The Disruptor rate is a founding offer for our first 100 subscribers: everything on the platform for £100 a month, fixed for your first year.

Anyone can start. Sign up and you get 5 free tests, with no card needed. After your free tests, we'll invite you to become one of the 100 Disruptor subscribers. In return we ask for a short feedback call once a month, and a testimonial if we've earned one.

You can cancel at any time from the billing page in your account. Your access continues until the end of the month you have paid for, and you won't be charged again.

You can share your reports with anyone on your team. Each person who runs tests needs their own sign-in, as account details can't be shared. Plans with several seats are coming after launch. If you need more than one person on the platform now, email info@niahdata.co.uk.

Our post-launch Enterprise plan is designed for multi-brand portfolios, with all test types, all pre-built consumer personas, custom-built personas from your own data and 10 or more seats. It isn't priced yet. Email info@niahdata.co.uk and we'll talk through what you need.

What you submit stays yours, and is processed only to produce your results. It is encrypted in transit and kept in your account for as long as your account is open. You can ask us to delete your test and chat history at any time, without closing your account.

We use a small number of named providers to run the service: Supabase for the database and storage, OpenAI to generate the persona reactions, and Vercel for hosting. Our privacy policy has the details.

No. We don't use your content to train AI models, and we don't permit our AI providers to. Content sent to OpenAI through its API is not used to train its models.

NIAH Data Ltd is the UK company behind Synthetic Consumers. NIAH stands for needle in a haystack: our products find the one decision-ready signal inside a lot of noise. You can reach us at info@niahdata.co.uk.