Brand development rarely suffers from a shortage of ideas. The challenge is identifying which ideas have the greatest potential, based on consumer evidence rather than internal conviction alone.

For over a decade, organisations have used Glocalities to identify, profile and quantify promising consumer audiences. Now, Glocalities takes this capability a step further.

Developed in a secure environment and trained on primary data from over ten years of international consumer research, the Glocalities AI Platform brings consumer insights directly into the brand development process. It helps our consultants and clients evaluate ideas, identify opportunities and make faster, evidence-based decisions.

The Glocalities research programme captures consumers’ values, lifestyles, aspirations and societal concerns, providing a rich understanding of who consumers are and what matters to them.

The AI platform allows our consultants to effectively “talk with the data”, exploring how brand ideas and development options resonate with specific consumer audiences.

Unlike general-purpose AI, the platform draws on Glocalities' extensive primary research data, providing more reliable, audience-specific insights while reducing the risk of AI hallucinations.

A French producer of vegan drinks and desserts approached Glocalities to support the launch of a new brand across several European markets.

Glocalities first conducted research among consumers open to vegan drinks and dairy alternatives in four European countries. As participants had previously taken part in the Glocalities research programme, their responses could be linked to extensive information about their values, lifestyles and motivations.

Two promising target audiences were identified, profiled and quantified. These audiences were subsequently configured within the AI platform, enabling our consultants to evaluate brand development options from their perspectives.

The client and its external advisers developed consumer tensions, brand concepts and other creative inputs. The Glocalities AI Platform helped evaluate these ideas against the preferences and motivations of the target audiences.

Which consumer tensions resonated most strongly? Which offered opportunities for differentiation? Which brand concepts best matched consumers' values and needs?

The platform helped distinguish promising directions from weaker alternatives, allowing the team to make faster decisions about which ideas to pursue, refine or discard.

The same approach was applied to existing packaging designs, evaluating the appeal of product names, colours and on-pack information.

The division of roles was clear: client teams and creative partners developed the ideas, while Glocalities provided the consumer evidence to evaluate them.

Traditionally, the client had relied heavily on qualitative consumer research throughout brand development. Switching to an AI-supported approach was a significant change.

To build confidence, the client commissioned qualitative research with real consumers at several stages to validate the platform's findings. These studies consistently confirmed the preferences and directions identified by the AI platform.

This gave the client confidence to use qualitative research more selectively, reducing the need for repeated validation and saving valuable time and budget.

Rather than replacing research with real consumers, the platform helped focus it where it added the most value.

For marketers, innovation teams and brand consultants, the opportunity goes beyond faster access to consumer insights. It is about turning consumer understanding into better brand decisions, faster.

By combining extensive primary research data, AI technology and consultancy expertise, Glocalities helps clients evaluate ideas, reduce uncertainty and accelerate brand development.

The result is a more efficient, evidence-based process in which consumer insights guide decisions and additional research is deployed where it matters most.

Want to explore how the Glocalities AI Platform can support your brand development? Please contact Roel Schoemaker.