Synthetic Consumers
Find the signal in the noise.
Test your concepts, packs, ads and landing pages against a research-grounded UK consumer panel, in minutes. Then build synthetic versions of your own customers from your own data. A decision-first read, not a two-month study.
Two passes: the panel’s voice, then the analyst’s.
A test is never one number. It is what six UK audiences instinctively felt, and where they disagreed.
Part A
The panel reacts
Each audience meets the asset the way real people do: a one-second glance first, then a considered read against the criteria that matter for its type.
Part B
The strategic read
An analyst layer synthesises across the panel: the divergence, the riskiest assumption, and a bounded verdict you can act on. It informs a decision, it does not issue orders.
What you actually get back.
The spread across audiences, the tension underneath it, and the verbatims that explain why.
A new barista oat milk, sold on foam performance
Purchase intent 0–10, by audience
The divergence
The split is age, not category. The taste-makers and Gen Z buy the foam-credentials story; the retiree and new parents stop at the price against their usual carton.
Riskiest assumption
That “better foam” is worth a premium to anyone not already making latte art at home.
“If it actually steams like the coffee-shop stuff, I’d pay a bit more. That’s the whole reason I’d switch.”Creative Taste-Maker
“Foam is not something I think about. It is oat milk. My own brand is fine and it is cheaper.”Comfortable-But-Cautious Retiree
Illustrative, not a real client result. A synthetic panel gives directional signal, not ground truth: it informs a decision, it does not settle one. Basis: text only.
Four things to test, one panel.
Concept
A proposition on text alone, before any design spend.
Pack
A pack shot judged at shelf: findability, then the in-hand read.
Ad
A still or film, glance-tested for the scroll-stop and the takeaway.
Digital
A landing page or site, read the way a first-time visitor reads it.
Start with the panel. Grow into your own customers.
Two ways to work with NIAH. Both are in pilot now.
Entry
The ready-made UK panel
- Research-grounded UK consumer archetypes, ready today
- Concept, pack, ad and digital tests
- A decision-first read in minutes, not months
The upsell
Your customers, built to order
- Synthetic versions of your own target segments
- Built from your own research and data
- The value of a full consumer study, at a fraction of the cost