The consumer intelligence platform

Traditional market research agencies run projects from a brief. Konfidant runs continuously, giving teams direct access to UK consumer data, AI-powered analysis and clear guidance on what to do next. With Konfidant you get the depth of agency-grade research with the speed and self-serve flexibility of a software platform – without starting from scratch every time you need an answer.

Every week, Konfidant runs nationally representative online research with UK consumers. Each wave is sampled and weighted to reflect the UK population by age, gender, region, social grade and other key demographics. Alongside the survey, we follow a qualitative community of 50 UK households, giving us real-life context behind the numbers. Before results enter Konfidant, we apply a rigorous quality framework to identify poor-quality, inconsistent or bad-faith responses. That gives teams a cleaner, more human read on how Britain feels, behaves and changes.

New UK consumer data enters Konfidant every week. From survey completion to platform update takes around 72 hours, giving teams a fast read on current mood, confidence, behaviour and spending pressure. Our qualitative community of 50 UK households runs to the same weekly rhythm, adding real-life context behind the numbers. On urgent or topical questions, we can also go back to the community and get human responses within a couple of hours.

Konnie helps you explore Konfidant’s UK consumer data faster. Search by topic, review the relevant survey questions, cut the results by key sub-groups, and create an AI-assisted report based on the real evidence in the platform. It gives teams a quicker route from question to first read, without relying on generic AI guesswork.

Yes. Konfidant reports and consumer insight outputs are built to be shared. Human-written Konfidant Briefings can be downloaded as PDF or PowerPoint files, while data tables and AI-assisted reports from Konnie are also available to download for you to use in presentations, planning meetings and internal briefings.

Konfidant uses anonymised research data, not customer-level data from your business. Our quantitative fieldwork is conducted in line with the MRS Code of Conduct and UK GDPR requirements, with responses reported in aggregate. Qualitative material from our household community is also anonymised before it appears in reports or platform outputs. Data security details and a DPA are available on request.

Most users can start using Konfidant on day one. Konnie helps teams search the data, review relevant questions and create AI-assisted reports without needing to be analysts. For teams using the advanced analytics area, we provide onboarding and support to help them cut the data properly and get more from the platform.