Find the needs your category leaves unmet.
Riya, Decode's consumer needs agent, interviews people to uncover what they need, expect and struggle with, then sizes each need with a survey.
Find the needs our workday snack category leaves unmet.
It is the most frequent and the most intensely felt need, and nothing in the category owns it yet.
Linked to the evidenceTrusted by 150+ brands, including
- Danone
- LEGO
- ICICI Bank
- The Walt Disney Company
- Airtel
- GCash
- Mondelēz International
- Cipla
- Grab
- Disney+ Hotstar
- Aditya Birla Group
- Haleon
- BPI
- Kellogg's
- IDFC First Bank
- Apollo Tyres
- Duroflex
One question, followed end to end.
Scroll to follow the study from your question to the findings, or choose a step.
RiyaConsumer needsReal participants. With consent.Filling, but not sugary.
People want a snack that keeps them going without the sugar crash.
Illustrative workflow and sample data · scroll to explore, or choose a step
Watch Riya work. Real people, real signals.
Uncovers what consumers need, expect and struggle with, so you can see where the unmet opportunities are.
Voice: guilt
Voice: hopeful
Sample AI-moderated interview, with voice emotion, then sized needs.
Three answers, each with its evidence.
What Riya tells you, and the evidence behind each answer.
What people are trying to do
A jobs-to-be-done map of the category, in consumers' own words.
Which needs go unmet
Needs ranked by how often they come up and how strongly people feel them.
The emotion behind each need
Voice emotion on every interview answer shows what really matters.
The right method. A clearer next step.
- The method
- Consumer needsShared in the study draft for your review, run with real participants.
- Who takes part
- Your own panel or participant pool, or the Audience Marketplace.
- What Riya needs
- The category or audience you want to understand, and any existing research.
- Jobs-to-be-done map
- Unmet needs ranked by frequency and intensity
- With the emotion behind each
From your question to an answer you can act on.
Scroll to follow the study, or pick a step
Find unmet needs in the snack category.
Riya picked it up · Consumer needsRiyaConsumer needsConsumer needs
Shared in the study draft for your review, run with real participants.
See what you get back.
A sample output from Riya. Every finding links to its evidence, and you can ask a follow-up.
RiyaConsumer needsFilling, but not sugary.
People want a snack that keeps them going without the sugar crash.
Lead with “filling, not sugary”. It is the most frequent and the most intensely felt need, and nothing in the category owns it yet.
“Filling, but not sugary”
People want a snack that keeps them going without the sugar crash.
“Easy to keep in my bag”
Current options get crushed or melt, so people buy from vending machines instead.
“Something I can share”
A smaller need, mostly in office teams.
A specialist. With a team behind them.
Combine agents in one study by asking a lead agent.
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What teams ask about consumer needs.
The category or audience you want to understand, and any existing research.
Find the opportunity your competitors missed. Let Riya find it.
Ask Riya and get a needs study back, sized and backed by what people actually said.