Running your first analysis

Most analysis starts in Consumer AI, though you can also start by browsing Charts directly.

1. Start a new chat.
   Open Consumer Insights and select New Chat or Consumer AI to open a fresh prompt.


2. Ask your question.
   Type what you want to know about consumers in plain language. A good prompt includes:
   • A topic, behavior, or brand what you want to understand
   • An audience who you're asking about
   • A market which country or region
   
   

   You don't need all three every time, but the more context you give, the sharper the answer.

   
   
   • ✓ "Tell me about the secondhand fashion market in the USA for 2025."
   • ✓ "How do Gen Z and Millennials compare on EV purchasing?"
   • ✓ "What drives coffee brand loyalty in Germany?"
   • ✓ "How does Nike perform on awareness and consideration in Germany?"


3. Set your Country.
   If you didn't name a country in your question, select one before submitting the prompt. If you do not set one, Consumer AI defaults to a US and Germany comparison. You can change the country later or ask Consumer AI to compare up to three countries within the chat.


4. Choose a template if it fits your question.
   For most questions you can go straight to step 5. If you're asking about a specific audience or brand, a template returns a more structured answer:
   • Profile a target group: understand who an audience is.
   • Track brand performance: see how a brand is doing across awareness, usage, loyalty, and buzz.


5. Answer is generated.
   An answer is built from survey data, and what comes back depends on your question, so you won't see all of these every time.
   
   • Summary (TL;DR): A short version of the answer.
   • Key figures: The specific numbers that answer your question.
   • Sources: Every figure links back to its survey question, so you can check it or cite it.
   • Target group and market: Who the answer is about, and the country it covers. If a suggested target group appears, save it to explore that group in more detail.
   • Suggested breakdowns: Ways to break the result further, by age, brand, or country.
   • Charts: Key figures often come back as charts you can open in full.


6. Go deeper.
   Open any source to see the underlying chart and full data. Follow a suggested breakdown to see the result differently. Ask a follow-up to compare, narrow, or expand. Each follow-up builds on the last answer.


7. Save, export, or add to a board.
   Select Save & Apply on a suggested target group to keep it. Select Export to generate a deck or PDF. Add to board to collect it with other findings.