Synthetic Consumers

Find the flaw in your idea before your customers do.

Test your concept, pack, ad or landing page on a synthetic panel that resembles UK consumer types. Receive detailed feedback to improve your idea and the assumptions that may sink you… in minutes.

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5 free tests on the full panel. No card needed.

Every faint point is a consumer in the market. The bright ones are the few a decision actually turns on.

See it in action

Concept test · 25 July 2026

Overnight oats, but actually good

refine

Tested: Single-serve pots of overnight oats on subscription, with 15g of protein and no added sugar.

Purchase intent 0-10, by audience

7.2Affluent urban DINK couple: 8/108DINKComfortable-but-Cautious Retired Couple: 4/104RETDog-as-Child Millennial: 8/108DOGCreative-Class Taste-Maker: 8/108CREFirst-Time Parents of Under-3s: 7/107PARGen Z Wellness-Native: 8/108GNZ

Viability & feasibility

strong
Market truth5 of 6 audiences named the morning rush as a real problem.
strong
Feasibility: build, buy or partnerCommon ingredients, no new technology needed.
strong
Feasibility: timeframeA familiar format that needs no consumer education.
n/a
Willingness to payNo price was given, so it can't be judged. The panel says so rather than guessing.
n/a
Portfolio fitNo brand or range was given.

Where audiences split

The split is life stage and daily routine. Younger, busy audiences see it as the fix for their morning chaos. The Comfortable-but-Cautious Retired Couple has a settled routine and sees little need for it.

Riskiest assumption

Consumers will see this as a necessary upgrade over what they already eat for breakfast, with no price or brand given.

What to test next

Clarify brand identityPOSITIONING_AUDIENCESeveral audiences, including the Creative-Class Taste-Maker, said the missing brand hurt trust.
Add price transparencyPRICING_COPYWith no price, audiences assumed premium from the cues.

In their own words

Affluent urban DINK coupleintent 8/10These overnight oats sound like a lifesaver for our mad mornings, especially with flavours like salted maple pecan — I could definitely see us subscribing to this!
Comfortable-but-Cautious Retired Coupleintent 4/10I like the idea of having something ready to go, but I usually just have toast and a cuppa in the morning.

Real results from tests we ran on our own made-up products, shortened to fit; quotes are verbatim. A synthetic panel gives a directional signal, not ground truth.

How it works

  1. 01Bring the thing you're deciding on.Paste a concept, upload a pack shot or an ad, or add a landing page. Pick the audiences that matter.
  2. 02Each audience reacts.Ads get a one-second glance first, the way people really scroll, then a considered look. That stops the test being unrealistically generous.
  3. 03You get a read, not a pile of transcripts.A verdict, where audiences split and why, the riskiest assumption, and two or three specific things to test next.
  4. 04Ask why.Question any audience about its reaction, then change the idea and run it again.

Start with the panel. Grow into your own customers.

We’re opening Synthetic Consumers to 100 founding subscribers at a rate we won’t offer again. Help us shape it, and keep that rate for your first year.

Disruptor rate · first 100 subscribers

Everything on the platform, at a founding price

£100a month, everything included

  • Every test type: concept, pack, ad and digital
  • Chat with any audience about its reaction
  • Reports you can share with your team
  • Every pre-built consumer persona
  • Every feature we add during your first year

Your rate is fixed for a year. Post-launch plans will cost more. Disruptor subscribers keep £100 a month for their first year. Cancel any time.

What we ask in return: a short feedback call once a month, and a testimonial if we’ve earned one.

Post-launch pricing

Not yet available

Essentials

For a single brand getting started

2 test types3 pre-built consumer personasNo custom-built personas1 seat

Pro

For marketing teams running a regular test programme

3 test types6 pre-built consumer personasNo custom-built personas3 seats

Enterprise

For multi-brand portfolios

All test typesAll pre-built consumer personasCustom-built personas from your own data10+ seats

Illustrative only. Post-launch plans will be priced by the test types you need and the number of consumer personas. Disruptor subscribers keep their rate for their first year.

  1. 1

    Try it for free

    5 free tests on the full panel. No card needed.

    Start testing now
  2. 2

    Lock in the Disruptor rate

    After your free tests, we’ll invite you to become one of just 100 Disruptor subscribers, at £100 a month for your first year.

Built to order · priced per project

Your own customers

Synthetic versions of your own segments, built from your research and customer data, tested with the same four test types.

Talk to us

Questions, answered

Something we haven’t covered? Email info@niahdata.co.uk.

What are synthetic consumers?

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.

Why couldn't I just use an LLM such as ChatGPT as it is?

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.

How reliable are the answers, and can I rely on them?

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.

What is the Disruptor rate, and who can get it?

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.

Is my data used to train AI models?

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.

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