Over the years, I noticed an increasing focus on cost optimization and automation in the industry. Traditional market research was becoming too slow and expensive, so I decided it was time to build something new. That’s how BrainActive came to life in August last year, aiming to address these challenges head-on.

Andy: That’s quite the journey! It’s interesting because many founders I speak with have a similar trajectory—they start as an agency, working with clients, and eventually realize there’s a bigger opportunity in productizing their services.

So, from your perspective, what has changed in consumer research over the past few years, and what trends do you foresee?

Daniel: Great question. One significant shift I’ve noticed is the increasing focus on cost optimization across the board—not just from large traditional players but also at smaller scales.

Another key trend is the demand for faster insights. Decision-makers no longer have the luxury of waiting weeks for data; in some cases, like advertising, insights are needed within hours to remain relevant. This urgency has led to a surge in new tools and platforms promising to streamline the process. However, many of these solutions address only parts of the workflow and often overpromise on what they can deliver.

Andy: Why do you think traditional consumer research was so expensive in the past? What drove those high costs?

Daniel: It comes down to inefficiencies in the process. The traditional market research workflow involves multiple players, each invoicing the other, which adds layers of cost. Additionally, many procedures are cumbersome and, in some cases, not essential to achieving the core purpose.

Fluctuations in the level of service and work required can also contribute to unpredictable costs. This is exactly what we aim to simplify with BrainActive. Our platform allows businesses to internalize much of the process, leveraging AI for tasks like building surveys, defining target audiences, and analyzing results. This end-to-end support eliminates unnecessary steps and significantly reduces costs.

Andy: That’s fantastic. In your opinion, what’s the best way to conduct consumer research today without wasting time or money?

Daniel: While agencies still have a role to play due to their expertise, much of the process can now be handled in-house with modern tools. Platforms like BrainActive enable users to build professional questionnaires in minutes, gather insights from global audiences simultaneously, and extract meaningful data with just a few clicks.

AI also plays a significant role as a productivity tool. It helps streamline repetitive tasks, provide suggestions, and even identify correlations in data. That said, we’re not at the stage where AI can replace researchers entirely. Human expertise is still critical for interpreting nuances and trends that AI might miss.

Andy: I hear that a lot from AI founders—that AI is more about enhancing productivity than replacing humans outright. It sounds like BrainActive follows a similar approach, assisting researchers rather than replacing them.

What advice would you give to researchers who struggle with consumer surveys?

Daniel: There are several challenges researchers face today, but one of the most common is... Daniel: Managing gross margins on every project can be challenging. As I mentioned, the traditional process involves multiple players, each invoicing the other, along with numerous procedures and overhead expenses that often aren’t essential to the main purpose. Fortunately, with platforms like BrainActive, companies now have the option to internalize the process.

By using a DIY platform, you can dramatically reduce the time it takes to gain insights. For example, a traditional market research process typically takes six to eight weeks, factoring in all the steps and players involved. However, with a platform like BrainActive, tasks such as building a questionnaire, deploying it to relevant respondents, and extracting meaningful results can take as little as five to six days—sometimes even less, depending on the audience.

Andy: That’s a huge time savings!

Daniel: Absolutely. It’s not just about time, though. Operational costs drop significantly, and you see results much faster. For instance, instead of spending days or weeks crafting a questionnaire, you can use AI. Provide it with some context, and it will generate a solid draft of your questions. You can then refine it as needed, and with just a few clicks, the survey is sent to respondents. Once they fill it out, you can extract actionable insights almost immediately.

Andy: And as the saying goes, “Time is money.” Streamlining this process can lead to faster, more informed decisions that help businesses move forward and, ideally, increase profitability.

Daniel: Exactly. Faster decision-making directly translates to better business outcomes.

Andy: So, how can researchers structure surveys to ensure they get high-quality data in return?

Daniel: The key is creating clear, concise questions and ensuring the right audience is responding. Here are some tips:

Avoid vague language: Be specific and use clear, straightforward wording. Steer clear of double meanings: Ambiguity can lead to inaccurate answers. Limit answer options: Long lists can overwhelm respondents and lead to fatigue. If a long list is unavoidable, include options like “Other (please specify)” or “None of the above.” Keep it concise: Short and to-the-point surveys yield better responses. These principles help avoid respondent fatigue and ensure quality data.

Andy: That makes sense. Too many options can lead to decision fatigue—or “choice paralysis,” as it’s often called.

Daniel: Exactly. Long lists of options, especially for something like brand names, can create a cognitive load that causes respondents to tune out. The goal is to make the survey experience as smooth and intuitive as possible.

Andy: Great advice! You’ve been on both sides of the market research business—manual processes and now automation. What lessons have you learned while building BrainActive?

Daniel: We’re still early in the journey with BrainActive, but one challenge has been getting clients to break free from old habits. Many end clients are used to traditional methods and may find it difficult to adapt to a DIY environment, even when the benefits—time and cost savings—are clear.

However, for market research agencies, the platform quickly proves its value. It saves significant operational costs and can be used flexibly for end-to-end research or just sampling. The challenge lies in educating clients and helping them adjust to this new way of working.

Andy: That’s a common hurdle for innovation. Sometimes, even when the solution is better, customers aren’t ready to adopt it because they’re entrenched in their existing processes. Meeting them where they are is critical.

Daniel: Exactly. Change takes time, especially when people are comfortable with the status quo. Patience and consistent education are key.

Andy: Where do you see consumer research heading in the future, particularly with automation?

Daniel: I believe we’ll see a continued focus on cost optimization, driven by weak consumer sentiment and geopolitical instability, which directly impact market research spending. We’ll also see more new entrants introducing innovative ways to create research instruments, reach respondents, and analyze data.

AI will play an even bigger role. I foresee the rise of “AI research agents” working alongside humans to handle parts of the process. It’s an exciting time for the industry!

Andy: Definitely! Let’s talk challenges. Failure is part of every journey. Can you share a time when you failed and what you learned from it?

Daniel: My biggest challenge has been finding a proper work-life balance. Entrepreneurship often means the day doesn’t start at 9 a.m. and end at 5 p.m. Holidays become optional, and even at higher levels, constant learning and adaptability are required.

While it’s demanding, the reward of building something from scratch is worth it. I’ve learned to accept that sacrifices are part of the process, but I’m also working on managing flexibility better—taking breaks during the day, for example, and not working straight through.

Andy: That’s relatable. Remote work has made the 9-to-5 structure feel outdated, but managing flexibility is key. Breaking up the day can make those long hours more sustainable.

Daniel: Absolutely. It’s about finding what works for you while staying productive.

Andy: So, for potential customers, why should they choose BrainActive?

Daniel: BrainActive is designed to be an incredibly user-friendly tool for any research scenario—whether it’s end-to-end studies or sample-only projects. It has everything you need in one place, from building questionnaires to analyzing insights.

The platform is flexible, suitable for teams, and helps reduce operational costs significantly. Whether you’re an experienced market researcher or a newcomer, BrainActive can adapt to your needs and streamline your work.

Andy: That sounds like the right choice! Don’t be afraid to adopt new technologies and explore better ways of doing things.

Daniel: Absolutely. Innovation drives progress! Andy: You guys sound incredibly innovative over there! Without revealing any trade secrets, what are you most excited about working on over the next five years?

Daniel: Thank you, Andy. We’re fortunate to have a very ambitious and daring software development team. We’ve got an exciting roadmap ahead with many new features in the works to enhance the interaction between users and AI. While I can’t share too many specifics, we’re focused on evolving our AI to become an even more capable researcher—potentially surpassing its human counterparts in certain aspects.

Our goal is to enable customers to manage every part of the market research process independently while ensuring the quality of their results is superior to what they can achieve today.

That said, we don’t believe market research will be entirely AI-driven anytime soon. However, we’re confident that AI will become indispensable across all aspects of life, including market research. There’s already so much you can do with AI today, and we’re committed to expanding those capabilities even further.

Andy: That’s awesome! We’re really excited about your future. Where can people learn more about your company?

Daniel: Thank you, Andy! People can visit us at brainactive., and we’re active on all major social media platforms. Additionally, we’ll be attending various market research trade shows throughout the next year. Of course, anyone can also drop us a message through our website—we’re always happy to answer any questions!

Andy: Fantastic. Daniel, it’s been great hearing about what you’re working on. Consumer research is such a critical part of making informed decisions, and you guys are truly pushing the industry forward. NachoNacho is proud to partner with you.

For anyone interested in learning more, you can visit brainactive. or find it today in the NachoNacho marketplace. We’re offering an exclusive deal—25% cashback—on BrainActive. NachoNacho is your first stop for software savings, offering the best brands at unbeatable prices.

So, if you’re looking to save time and money on consumer research, definitely check out Daniel’s product today.

Daniel: Thanks so much, Andy. Take care!

Andy: Thank you, Daniel!