Run an analysis

Use cases · Market Research

Consumer insights.
What the audience already said, before fieldwork.

What consumers believe, want and say: published studies set against each other, sentiment across reviews, forums and news with its sampling stated, and how the audience indexes against the population. An AI-simulated panel is available as an add-on, always marked as simulated.

  • Already foundWhat has already been found?
  • SentimentWhat is driving sentiment?
  • AudienceWho is this audience?
Run the analysis

Runs: “What have UK consumers already said about plant-based milk: the published research, with conflicting findings explained, the sentiment drivers against rival brands, and the core buyers.” · No account needed.

The short answer

What is a consumer insights report?

A consumer insights report sets out what an audience believes, wants and says, from published consumer research, reviews, forums and news. Caspr reconciles studies that disagree, separating a change in method or population from a real shift, and states what its sources cover and what they leave out. It does not field surveys. An AI-simulated panel is available as an add-on and is always labeled as simulated.

Last updated Edited and approved by Joy, Founder & CEO

The anatomy

What goes into a consumer insights report?

A consumer insights report sets out what an audience believes, says and does, and says plainly how far its sources reach.

The sentiment finding and its trend
Where sentiment stands and which way it is moving, as a distribution and a line over time, across social, forums and news rather than one site.
What drives it
The product attributes or issues behind negative sentiment, ranked and set against named competitors.
The voices shaping it
Who is saying it, where, what they said and when, on the record. It is never one pulled quote presented as representative.
The audience
Who they are and which channels they use, indexed against the population (100 = average) and labeled as a proxy.
The sources’ reach
The corpus, the timeframe, how sentiment was classified, and a plain statement that forum and social data is not a population sample.
Evidence under the brief’s headings
Audience beliefs and category context, set out under goal, objectives, audience and strategy, where the report feeds a creative brief.
Simulated responses, where used
The AI-simulated panel label, the base, the verbatim question, and the sentence “Responses are model-simulated from audience profiles, not collected from people.”

Every version

Which consumer insights reports can Caspr write?

Most asked

Brand and insights teams

Brand, insights or category teams decide whether to respond to a shift in mood before it shows in harder data.

A consumer sentiment study reads what the market thinks of a brand, category or issue across social, forums and news, names who shapes it, and states what its sources miss.

What it answers

  • Where does sentiment stand, and which way is it moving, across social, forums and news?
  • Who are the credible voices shaping the conversation, and what are they actually saying?
  • How does it compare with a named competitor, or with the category’s own baseline?
  • What do the sources cover, and what do they miss?

What it covers

  • Sentiment and mention volume across Caspr’s curated sources and live feeds
  • Named voices, on the record
  • The comparison with a competitor or with the category baseline
  • A plain statement that forum and social data is not a population sample

Market Research · Study · $80

Arrives as PDF · Excel

It may ask for: for example, an export from your own social-listening tool, to extend the sources beyond Caspr’s own.

Run this Run this

Media planners

An independent media planner decides which channels and segments to plan against, defensibly.

An audience analysis profiles a target audience and the channels and media it uses, indexed against the population from public and permitted data, and labeled as a proxy.

What it answers

  • Which channels and media does this audience actually use, and how often?
  • How does it index against the general population on category and media behavior?
  • What would a licensed audience panel add that public data cannot reach?

What it covers

  • Channel and media usage by segment, for media planning
  • A population index (100 = average), stated as a proxy
  • Census, time-use and social-media adoption data, and ad spend by channel
  • What public data leaves out, named

Market Research · Study · $80

Arrives as PowerPoint · Excel

Run this Run this

Agency strategists

The strategist decides what the brief claims, and the creative team builds from it.

A creative brief evidence pack is the research a strategist writes the brief from: what the audience believes and wants, the category context, and the facts behind the objective.

What it answers

  • What does the target audience believe and want, with evidence?
  • What category or competitive context does the brief need to acknowledge?
  • Which facts ground the brief’s objective and strategy?
  • Where is the evidence thin?

What it covers

  • Audience beliefs, with evidence
  • A summary of the category and competitive context
  • Both set out under the brief’s own headings: goal, objectives, audience, strategy
  • The thin spots, stated

Market Research · Brief · $15

Arrives as Word · PDF

It may ask for: for example, your agency’s own brief template, so the pack follows its headings.

Run this Run this

Brand and product teams

Brand or product-marketing teams decide which product attributes to fix or reposition.

A product review analysis reads what customers say about one product or brand in its reviews, ranks the attributes behind negative sentiment, and compares them with named competitor products.

What it answers

  • Is net sentiment on the product improving or slipping?
  • Which features or attributes drive the negative reviews?
  • How does it compare with named competitor products?
  • Where do the reviews come from, and over what period?

What it covers

  • Aggregate ratings on the major review sites
  • Review mining: the drivers behind negative reviews, attribute by attribute, ranked
  • The comparison with named competitor products
  • Your own exported review or support text, where you supply it. Without it, the analysis draws on Caspr’s sources, which are narrower than a social-listening tool’s feed, and the report says so

Market Research · Study · $80

Arrives as PDF · Excel

It may ask for: for example, review data you have already exported from a listening tool.

Run this Run this

Research commissioners

An agency or client-side commissioner decides whether a direction is worth fieldwork.

An AI-simulated panel study models how a defined audience profile would answer your questions. Responses are model-simulated from audience profiles, not collected from people.

What it answers

  • How would this audience profile respond to these questions?
  • How much confidence does the simulation deserve?
  • Is it a directional read ahead of fieldwork, and does the report say so?
  • How does it track a prior survey wave, where you have one?

What it covers

  • Topline simulated responses, question by question
  • The AI-simulated panel label, the base and the verbatim question on every exhibit
  • Technique, model type, accuracy and the audience-profile data source
  • The simulation set against a prior survey wave, where one exists

Market Research · AI-simulated panel add-on · price shown before it runs

Arrives as PDF · Excel

It may ask for: for example, results from a prior survey wave for this audience, to calibrate the simulation.

Run this Run this

Research agencies

A board, council or commissioning body judges the year’s results and their impact.

A client debrief combines a client’s own commissioned survey with secondary and administrative data into a wave-on-wave impact and tracking report for a board. Caspr does not field the survey.

What it answers

  • How many visitors or users, and how has that changed year on year?
  • What did they report on spend, satisfaction or need?
  • What impact follows, and on what stated method?
  • How does administrative data compare with the prior period?

What it covers

  • Volume, spend and satisfaction from your own survey
  • Occupancy, tax and employment data
  • Derived economic or health-need impact, with the multiplier method named
  • A methodology section, kept apart from the findings

Market Research · $300

Arrives as PDF · PowerPoint summary

Runs when you add your own survey results. Caspr combines them with published and administrative data; it does not field the survey.

It may ask for: for example, last year’s results, or confirmation that this is a first-time baseline.

Run this Run this

Not listed?

Describe your own version, and Caspr shows you the report it would build before anything runs.

No account needed.

Where the analysis earns its keep

Where do consumer insights go wrong?

What the research actually says.

Studies that disagree
When two studies differ, the report finds out why: the method, the timing or the population. It separates that from a real shift.
A forum is not a sample
Social and forum data does not represent a population, and the report says so plainly, not in a footnote.
A proxy named as a proxy
Where an audience index is estimated, it is labeled as an estimate, never presented as panel data.

The question this runs

“What have UK consumers already said about plant-based milk: the published research, with conflicting findings explained, the sentiment drivers against rival brands, and the core buyers.”

Run the analysis

Before anything runs, Caspr shows you the report it would build and asks what it needs.

Questions

Questions about consumer insights

What it is

What is the difference between a consumer sentiment study and a product review analysis?

A product review analysis reads what customers say about one product in its reviews and finds which attributes drive the complaints. A consumer sentiment study is broader: what the market thinks about a brand, category or issue across social, forums and news, who is shaping the conversation, and what the sources leave out.

Is social media sentiment a representative sample of consumers?

No. Forum and social data shows what people chose to say in public, not what a population thinks, and the report says so in the body, not in a footnote. It states the sources, the timeframe and how sentiment was classified, so the finding reads as what it is: an early read, not a survey result.

How to do it

What published consumer research exists before I run fieldwork?

Name the audience and the question. Caspr returns what has already been found, and where studies disagree, why.

How do I do desk research before designing a survey?

Start with what is already known: published studies, sentiment and the audience profile. The gaps left over are what the survey is for.

How do I combine desk research with primary data in a report?

Keep the two marked apart: what was published, what you fielded, and what was derived from both.

How do I research shopper trends for a category review?

In a category review, where shopper trends sit beside the category’s size and competitors.

How do I profile an audience without a licensed panel?

Build it from public and permitted sources: census and time-use data, social-media adoption surveys, and ad spend by channel. Caspr indexes the audience against the population, with 100 as the average, and labels the result as a proxy. It also names what a licensed panel would add that public data cannot reach.

Using AI for it

Can AI desk research be used alongside proprietary client insights?

Yes. Desk research comes first. Add your own survey results and Caspr combines them with published and administrative data, keeping what you fielded marked apart from what was published.

Is an AI-simulated panel the same as a survey?

No. An AI-simulated panel models how an audience profile would answer. Responses are model-simulated from audience profiles, not collected from people. Every exhibit carries the AI-simulated panel label and that sentence. Use it as a directional read before fieldwork, or where fieldwork is out of reach, never as survey results.

Does Caspr run surveys?

No. Caspr does not field surveys or recruit anyone to answer them. It works from what has already been published and said, and from research you add yourself. For a directional read on questions nobody has asked yet, an AI-simulated panel is available as an add-on, always labeled as simulated.

Cost

What does a consumer insights report cost?

Each version on this page carries its depth and price on its card, and the cost is shown before anything runs. An AI-simulated panel is priced separately, also before it runs. Every version runs today, including the client debrief, which is built on survey results you add yourself.

Caspr means Business.

GET STARTED

Know what the audience already said.
Your first $100. On us.

No account needed.

Run the analysis
Run an analysis