Welcome to the explanation page for Qudo
We are Qudo, a market research company in London. We have two products: Qudo 3D and Chat2Persona. Both tools are based on our original zero-party data, which we produce via sophisticated top-level market research, which is one of our specialities. Our other speciality is data science, which we use to analyse that data using internally developed algorithms.
We design a consumer market research for a specific vertical, like “Retail finance”, “Travel & Leisure”, “Food & Beverages” and “Consumer Tech”. We execute the research aggregating more than 310 panels to remove pre-selection bias. We collect and prepare the results for analysis.
Using statistical algorithms, supported by some ML and AI analysis, we generate consumer clusters or segmentations, to identify groups of consumers with similar characteristics. Then we write up the segmentation, clusters and personas within each cluster. On Qudo 3D, users can freely explore all those insights.
That is the part about the insights. The way Qudo 3D ties them with activation, is by allowing Users to pick any pre-made persona, and upload it as a custom audience onto Meta Ads and/or Google Ads and/or TikTok Ads, directly matching all the criteria that identify the persona. We have manually researched each targeting criteria, for each platform, to guarantee maximum fidelity and minimum signal loss. In other words: because we mapped all the targeting criteria, it’s like having hundreds of new custom audiences available in 1 click.
Users on Qudo 3D can see the data as a series of charts, top-line insights we extracted from it, and the pre-made segments that emerged from the data analysis. Users can choose the segments they believe are ideal for their case, and upload them as custom audiences. That’s all they can do on the platform at the moment. They cannot upload their own data for analysis. They cannot connect 1st party data sources, or 3rd-party data. It’s all our own Qudo data. They can’t add new segments to Qudo, nor create personas “on” the tool. What they can do is use the data as they see fit, including for persona workshops in their companies. But that’s not something they do “inside” Qudo.
We are still in closed beta, but our tests have shown that if you use Qudo’s audiences, your ROAS is better than without. Thus far we have only run two tests with an Austrian bank, and they saw an x3 increase in final conversions compared to the control campaign. We have also ran tests with a Northern African loyalty
Our Research team design the studies we want to run. For example “Financial behaviour in the UK”. They write hundreds of questions, using all the best practices in market research. They deliver the research through more than 310 panels which we then aggregate. That removes pre-selection bias. We do not collect any personal information, only what people reply to the questions in the study. They cover all sides of “financial stuff” like financial needs, borrowing, fintech, etc… but they also include lifestyle, media consumption habits, psychometrics, etc… The Research team defines checks to make sure the results match our high standards. We also refresh each study every Quarter, which evolves the results but it also provides more samples to the same algorithm, making segmentation better and better.
Our data science team has coded a series of algorithms that ingest all the output from the research and analyses it to spot patterns. They employed several models, and some custom weighting. They first identify which “areas” of pertinence they find, producing the Segmentations, which they then come with segments. For example, it might spit out that when it comes to considering “Financial Needs” there are six segments: Debt Fighters, Retail Investors, Spend Thrifts, Home-focused savers, Realty Aspirers, and Vacation Vixens. That’s just one example. The Data Science team uses similar checks for their algorithms. They analyse outputs and variances, to make sure the output we use is correct and actionable. Otherwise, it would be pretty useless. When there are no targetable criteria, which doesn’t always happen because most segments have several criteria we can use, but when that happens, we tell the user that a specific segment cannot be reliably targeted online. Which we believe is an important piece of knowledge to have: they can target them on TV, print, or other media. Not every segment is reachable online, and knowing which one is just as valuable to marketing teams than the criteria themselves.
We then load all that data onto Qudo 3D. We mapped all the possible answers to whatever corresponding targeting criteria we can find on Meta Ads and Google Ads and TikTok Ads. The same trait might be available on one platform and not on the other. We map ALL of the ones we can match. Some answers are just not targetable (e.g., there is no targeting on Meta for “people who are confident about saving more in the future”).
By doing that, we have a table we can look up when we put together the list of criteria that represent a Segment. So, when users are on Qudo, they browse the segments, and when they find one they want to “activate”, they can just click on “Upload”. Then the user will see on Qudo a final page with all the preselected criteria for the segment they choose. When they confirm, Qudo connects to Meta or Google and creates a custom audience on their accounts.
Qudo Chat2Persona is the second MarTech Saas tool and it’s a conversational AI chatbot trained on the personas we already identified for Qudo 3D. So users can talk to any segment in our studies, and ask them things directly. They are a sort of synthetic focus group, an infinitely patient and focused consumer who can answers all questions one might have about the ideal audiences they want to target for their businesses. Users can ask them about what they care about, what drives them to purchase, what pushes them away, but also which messages resonate best, ideas for creative copy, adverts, all the way to the images and videos to use in the campaigns, channels, colours, tone, and more. The same level of enquiry can be used by Product Managers to ask the AI-powered persona how to develop their products and roadmaps.
Chat2Persona is a new way of consuming consumer insights. We say “Data is great, but answers are better” and also “Forget reports: chat to personas!” and similar messages putting the focus on simplicity and immediacy.
We ran several waves of beta signup campaigns, and the only ones that worked were on Meta (Instagram and Facebook) especially focusing on the messages “AI-powered personas” and “1-click activation”. Sadly, none of the 500+ users who signed up on Qudo 3D ended up using the tool regularly, nor asked for help nor clarifications. Which means Qudo 3D does NOT have product market fit.
Which is why we are focusing all our efforts on Qudo Chat2Persona.