Consuma AI, is an AI startup looking to create an impact on market research for brands. By utilizing advanced AI technology, Consuma enables brands to generate detailed consumer, brand, and market research reports in under 30 minutes, a process that traditionally takes 4-6 weeks.
With over 3.5 years of R&D, Consuma’s AI platform analyses vast amounts of digital data in real-time, uncovering deep, context-specific insights that help brands to make faster, data-driven decisions at a fraction of the cost of traditional research methods. In today’s fast-paced market, Consuma aims to ensure that brands stay ahead of consumer trends and competitive pressures, offering them the agility needed to survive.
Medianews4u.com caught up with Abhilash Madabhushi, Founder, Consuma
Q. How is AI disrupting the market research industry?
For today’s marketing leaders, the market research landscape is undergoing a seismic shift, with Artificial Intelligence acting as the primary catalyst.
AI is shattering the limitations of the past. Forget weeks or months spent waiting for reports based on limited surveys and focus groups. AI-powered platforms now analyse millions of digital data points in near real-time, uncovering hidden patterns and emerging trends with unprecedented speed and scale. This agility allows you to react to market changes instantly, a crucial advantage in today’s hyper-competitive environment.
More than just speed, AI delivers deeper, more actionable intelligence with higher sample sizes. It can sift through the noise of social media, online reviews, and forums to understand consumer sentiment and behaviour in a way that traditional methods simply can’t match.
This means you gain a far more nuanced understanding of your target audiences, including those elusive younger generations who shun conventional surveys.
The cost and accessibility of research are also being revolutionised. AI-driven solutions offer a far more economical approach, democratising access to sophisticated insights for businesses of all sizes.
Ultimately, AI is empowering CMOs and marketing teams to move beyond outdated practices, enabling faster, smarter decisions grounded in a richer, more dynamic understanding of the market. The future of effective marketing is undeniably intertwined with the intelligent power of AI.
Q. The economy is going through a difficult period. Inflation is high, salary hikes are low. FMCG is struggling. Even luxury is slowing down. In this context is this the right time for the market research industry to be disrupted so that brands can make better, quicker decisions that cut costs and increase spending efficiency?
With high inflation squeezing consumer spending across FMCG and even luxury sectors, the pressure is on to make every marketing pound work harder and smarter.
AI-powered market research offers a lifeline by providing faster, more cost-effective, and crucially, more insightful data than traditional methods. Today, you can understand consumer research and emerging trends in a matter of minutes, not weeks. This agility allows you to quickly adjust strategies, optimise campaigns, and even identify pockets of opportunity that might be missed with slower, more expensive traditional research.
In tough times, cutting costs and increasing efficiency are paramount. AI research platforms significantly reduce the overhead associated with traditional market research, making valuable insights accessible even with tighter budgets, ensuring your decisions are always informed by the latest market realities.
By understanding exactly what consumers want, where they are, and how to reach them effectively, you can avoid costly missteps and ensure your marketing efforts deliver maximum impact.
Q. Could you discuss how Consuma AI uses advanced AI technology to enable brands to generate detailed consumer, brand, and market research reports in under 30 minutes instead of the traditional 4-6 weeks?
Consuma has cracked the code to lightning-fast market research by harnessing the power of fine tuned LLMs and advantage AI agents. Imagine receiving a detailed consumer, brand, or market research report in under 30 minutes – a stark contrast to the traditional 4-6 week turnaround.
At its heart, Consuma AI employs AI agents that can contextually crawl and analyse vast amounts of data scattered across the digital landscape. This includes social media, forums, reviews, and countless other online touchpoints. The platform is designed to process millions of data points in real-time, a scale simply impossible with traditional methods.
Our smart scrapers act as intelligent data gatherers, sifting through the web for relevant information contextual to the brief. Then the autonomous AI agents, which function like highly skilled researchers but operates with speed and accuracy to analyse the collected data. These agents, combined with fine-tuned generative AI models, work tirelessly to extract meaningful insights tailored to your specific business needs.
Consuma AI essentially puts the power of rapid, in-depth market understanding directly into the hands of marketing and brand managers.
Q. Could you talk about the investment made in R&D that has helped Consuma’s AI platform scale?
Consuma AI’s platform scaling is underpinned by significant and continuous investment in Research and Development. Over 3.5 years of initial R&D, alongside 1.5 years of runtime learning, formed the bedrock of our AI capabilities. This dedicated effort resulted in our core “agentic research module” which is crucial for delivering high-quality insights.
Furthermore, Consuma AI actively collaborates with the academic world through a strategic partnership with Ashoka University for ongoing technology R&D and is exploring similar collaborations nationally & globally. Our commitment extends to “human in the loop R&D”, where our team constantly prompts the AI engine, ensuring accuracy and continuous improvement to deliver good output to our clients.
This blend of initial deep research, continuous refinement, and academic collaboration has been instrumental in building a robust and scalable AI platform capable of handling increasing demands
Q. How does it help brands make faster, data-driven decisions at a fraction of the cost of traditional research methods? Any recent examples of work done with famous brands like Foxtale, Mosaic Wellness, and Nutri Choice.
By harnessing the power of AI to dissect millions of online data points, Consuma delivers lightning-fast understanding of your consumers – what they’re saying, their likes and dislikes. This immediacy allows for agile, data-backed decisions, leaving slow-moving traditional research in the dust.
For example –
Foxtale – Consuma equips them with the ability to conduct New Product Development and Social Intelligence studies and benchmark their social media presence against competitors. This rapid intelligence allows Foxtale to fine-tune their strategies and make impactful decisions with remarkable speed, staying ahead in a dynamic market.
Similarly, Mosaic Wellness leverages Consuma’s platform to gain a deep, analytical understanding of market sentiment and how consumers perceive their marketing efforts. This insight isn’t based on small, potentially biased surveys, but on the vast, unfiltered voices of the a very specific location.
Resulting in smarter marketing spend and accelerated growth, all achieved at a fraction of the investment demanded by conventional research methodologies. Consuma essentially puts the pulse of your market directly into your hands, affordably and instantly.
Q. Consuma is collaborating with Elevate Insights which brings together humans and AI to transform consumer insights. Could you shed some light on it?
For marketing and brand managers seeking an edge, the collaboration between Consuma AI and Elevate Insights presents a game-changing approach to consumer understanding. Imagine a world where you can get rapid, AI-powered market research without sacrificing the deep human insights crucial for truly connecting with your audience. This partnership makes that a reality.
By combining Consuma AI’s cutting-edge technology, capable of processing millions of data points in real-time, with Elevate Insights’ human-centric approach to uncovering motivations, brands gain the best of both worlds: speed and depth. Our Primary-Secondary Mesh Model seamlessly integrates AI-driven data with qualitative human research, providing a comprehensive view of the market.
This means you can react to trends faster than ever before, armed with contextual and actionable intelligence. No longer do you have to choose between quick but potentially narrow AI insights and in-depth but time-consuming traditional research.
This collaboration delivers an end to end insights ecosystem, offering scalable consumer research alongside strategic, human-led support for your most complex challenges. Ultimately, it empowers you to make faster, smarter decisions and gain a deeper, more meaningful understanding of your consumers, keeping you ahead in a rapidly evolving market.
Q. How important is AI in helping CMOs make sense of large volumes of data?
For today’s Chief Marketing Officers, navigating the sheer volume of data available is a monumental task, and AI has become an indispensable ally. The constant stream of information from diverse digital channels is simply too vast for traditional analysis to handle effectively.
AI’s role extends beyond mere data processing. It possesses the ability to contextualise and interpret information, delivering insights that are specifically relevant to a brand’s unique challenges and objectives. This enables CMOs to gain a much deeper understanding of their target audiences, anticipate emerging trends, and precisely evaluate the impact of their marketing initiatives.
By automating the labour-intensive aspects of data analysis, AI empowers marketing teams to dedicate their expertise to strategic thinking, creative development, and innovative campaign execution, ultimately driving more effective and efficient marketing outcomes. This speed is paramount in today’s dynamic markets where trends can emerge and fade rapidly.
Q. How does Consuma help brands target Gen Z better who don’t like responding to surveys?
For marketing and brand managers grappling with the challenge of reaching Gen Z, who are notoriously unresponsive to traditional surveys, Consuma offers a powerful alternative by tapping into their natural digital habitat.
Consuma Rapid Research platform excels at analysing the vast amounts of unstructured data Gen Z generates daily across social media, forums, reviews, and other online touchpoints. This allows brands to understand their preferences, behaviours, and emerging trends in real-time, without directly asking them to fill out lengthy questionnaires they are likely to ignore.
This approach allows brands to anticipate the needs of Gen Z based on their digital footprint, aligning with this generation’s expectation for brands to understand them implicitly. In essence, Consuma helps brands listen to what Gen Z is saying and doing online, providing a much more accurate and nuanced understanding than relying on outdated survey techniques.
Q. What is Consuma’s business model, and is this being fine-tuned? What role will markets like the US and the Middle East play here?
Consuma is charting its course as a pioneer in subscription-based intelligence, offering brands continuous access to rapid, high-impact research. More than a conventional software license, this model positions Consuma as an indispensable strategic partner—an always-on source of actionable insights.
The United States stands as a natural launchpad, with an established investor network and a culture that embraces fast-paced innovation. As an early revenue driver, this market serves as a critical proving ground, setting the stage for broader global traction.
Meanwhile, the Middle East presents a compelling frontier with untapped potential. The region’s increasing emphasis on technological transformation and data-driven decision making aligns seamlessly with Consuma’s value proposition.
This targetted approach to market entry is not a rigid framework but a dynamic strategy, attuned to the shifting currents of global business.
Q. Hyper personalisation is a key trend in 2025. How will this impact the market research industry?
The era of one size fits all research is drawing to a close. CMOs, brand managers, and marketing managers will increasingly demand intelligence that reflects the unique preferences, behaviours, and even real-time needs of individual segments, down to the person sometimes.
This necessitates a departure from traditional methods like mass surveys and focus groups, which provide valuable overarching trends but lack the granular detail required for true hyper-personalisation.
Brands will need to constantly listen and learn at an individual level, adapting their strategies and offerings with unprecedented agility. This demands research solutions that are not only fast but also incredibly nuanced, capable of understanding the ‘why’ behind individual choices.
