Hi, we’re Konfidant

Konfidant launched in 2026, but its foundations go back to 2019, when Kokoro (the parent company of Konfidant) began tracking British consumer mood, confidence and behaviour every week. Built by one of the UK’s most awarded insight agencies, Konfidant brings seven years of continuous research, human-written briefings and our AI analyst Konnie into one consumer intelligence platform.

Konfidant is owned and operated by ABA Market Research Limited, trading as Kokoro – an independent, multi-award-winning UK insight agency. Kokoro has spent years tracking British consumer mood, behaviour and confidence for leading brands, and Konfidant brings that research experience into a faster consumer intelligence platform.

Yes. Konfidant is built by Kokoro, an MRS Company Partner and one of the UK’s most awarded insight agencies. Kokoro is the current MRS Agency of the Year and MRS Best Place to Work, and all our research follows the MRS Code of Conduct. We also work closely with AURA, keeping us connected to the client-side insight community as well as the wider research industry.

Konfidant’s head office is in St Albans, near London, with a flexible team working across research, strategy, technology and product. The platform itself focuses on the UK market, tracking consumers across the country through nationally representative research.

Journalists can contact Konfidant for UK consumer data, interviews, commentary and fast reads on consumer mood, confidence, spending pressure and behaviour. We publish a weekly optimism figure based on 2,000 people, brought to life through our qualitative community, alongside regular insight articles including How Britain Juggles Money, How Britain Eats, How Britain Lives, How Britain Keeps Fit and How Britain Reacts. We also run regular online briefing sessions for journalists who want to stay close to how Britain feels and what’s changing. For press enquiries, contact us via the contact page or email hello@konfidant.com