How it works
A clear answer, with the evidence behind it.
You describe the idea on one screen. We map the category, mine the consumer voice that already exists, and hand back a verdict you can trace to its source.
The pipeline
Four stages. You only drive the first screen.
Each stage earns the next. Nothing advances until the evidence clears the bar you set.
- Stage A
Pre-flight scan
Before any deep work, we map your category: the real alternatives, where your target consumer actually talks about the problem, and the market signals around it. Stage A ends by proposing the kill thresholds for the run — the bar the evidence has to clear — so you decide what would falsify the idea before you’ve seen a single result.
- Stage B
Qualitative discovery
We mine the consumer voice that already exists on Reddit and YouTube, scoped to the communities your target lives in. From hundreds of focal users we extract beliefs, goals, and choices under the Yale BEI framework, then synthesise a bank of five to ten falsifiable hypotheses. Every hypothesis carries its supporting and disconfirming evidence, traced back to the source post.
- Stage C
Quantitative validation
A panel survey turns the hypothesis bank into numbers — element-by-element diagnostics that confirm or kill each claim against the thresholds you approved in Stage A. Available in V2.
- Stage D
In-market test
A live test on paid short-form video, measuring whether the demand shows up when real money and real attention are on the line. Available in V3.
The stance
We try to kill your idea. On purpose.
Most research tools look for reasons you’re right. That’s the failure mode. We do the opposite: you set the kill thresholds up front, and the run actively hunts for the evidence that would fail them.
Pre-committed criteria
You approve what would falsify the idea in Stage A — before any result is visible. The verdict can’t move the goalposts after the fact.
Disconfirming evidence is required
Every hypothesis must surface what argues against it. A run that finds only supporting quotes is treated as a defect, not a win.
A conclusion, not a prescription
The report states which thresholds the evidence met and which it didn’t. It never tells you to build or kill — that decision stays yours.
A sample report
What you walk out with. Anonymized.
This idea likely won’t find a market in its current form.
Of seven hypotheses tested, two met your Recommended thresholds and five did not. Tool-purchase regret is well attested across the corpus, but logistics friction and trust-in-strangers recur as decisive barriers to a hyperlocal peer-rental flow.
Demoted
“Suburban homeowners with active DIY routines will repeatedly rent specialized tools from neighbors within walking distance instead of buying.”
“I needed a tile saw for one weekend. Paid $380 at the big-box place. It’s been in my garage for two years.”
Reddit · r/HomeImprovement · Mar 2026“Most of the projects come up Saturday morning. Either you have the tool then or the project waits a week.”
YouTube · DIY Den · Feb 2026“The last thing I want on a Saturday morning is to coordinate a pickup window with a stranger four blocks away.”
YouTube · DIY Den · Jan 2026“I’d rather just buy it and have it. Tool rental, even cheap, is a chore I don’t want.”
Reddit · r/DIY · Apr 2026“I needed a tile saw for one weekend. Paid $380 at the big-box place. It’s been in my garage for two years. Used it twice.”
“The last thing I want on a Saturday morning is to coordinate a pickup window with a stranger four blocks away. Home Depot is open at 6am and the saw is there.”
Every run ships this as a shareable link and a downloadable PDF, with a methodology appendix specific to that run.
The work it leans on
Not invented here.
The methodology stands on established research. Every report ships with a run-specific methodology appendix.
- Yale Behavioral Evidence (BEI) frameworkThe belief / goal / choice structure behind every focal-user extraction.
- Anderson & SimesterDemand-side evidence — reading what consumers reveal, not what they’re asked to predict.
- Thomke & KohaviExperimentation discipline: pre-committed criteria, falsification over confirmation.