Yasna approach for discovery research
Turn messy exploration into clear, actionable insights
AI-powered qualitative discovery, guided by researchers, that uncovers real consumer tensions — fast, scalable, and decision-ready.
Book a demoIdentify what truly matters before you build. Go beyond level opinions and uncover deep needs, emotions, and unmet opportunities — in days, not months.
Discovery is an AI-powered qualitative research stage designed to map the full landscape of consumer needs, tensions, and behaviors.
Instead of relying on small samples and slow manual analysis, we combine automated interviewing with structured insight generation to deliver depth, scale, and clarity.
Ideas are easy. Knowing which are real is not
A hundred hunches
Any team can brainstorm a long list. None of it tells you which needs are real, felt, and big enough to build a product on.
No soul, or no scale
Qual gives you tension you can't size. Quant gives you scale with no meaning. Innovation needs both — on the same insight.
Real isn't the same as new
A need can be genuine and old at the same time. You need what's fresh and distinctive — not just broadly liked.
From consumer reality to validated innovation insights
Our proprietary iterative Discovery & Development framework is a funnel. It starts wide in real consumer life, narrows to the territories that matter, deepens them with evidence-rich insights, validates them against category norms, and brings the winners to life. You don't end with a deck of opinions — you end with a ranked, validated, illustrated set of innovation platforms.
Two kinds of insight.
One prize.
TENSION INSIGHTS — THE PRIZE
When
[situation]
I face
[tension or problem]
I feel
[emotion]
I want
[desired outcome]
BEHAVIORAL INSIGHTS — THE TRAIL
I do
[behaviour]
because
[rationale or feeling]
I think
[attitude or perception]
because
[rationale or feeling]
Tension insights are the final outcome — the real problems worth innovating against. Behavioral insights are the trail that leads there: mapped in Initial Discovery, then used to dig out the core tensions during Extended Discovery.
Broad. Deep.
Validated. Alive.
01
Initial Discovery
Qual-quant interviews map tensions, behaviors and attitudes across every key consumer experience.
→ A long list of insight territories
02
Territory Selection
A 2-hour workshop with your R&D team prioritises territories by opportunity size and feasibility.
→ Up to 4 territories chosen
03
Extended Discovery
We deepen each territory — validate its real weight, unpack its structure, and turn it into evidence-rich insights.
→ Up to 20 fully-developed insights
04
Validation of Insights
OPTIONAL · RECOMMENDEDA 400-person quant study scores every insight on Relevance × Freshness, benchmarked vs norms.
→ Up to 4 territories chosen
05
Insight Selection
A 1-hour debrief on the quant results to lock the winners.
→ Up to 5 insights (>30% relevance) for Immersion
06
Immersion
OPTIONAL · RECOMMENDEDAI-moderated video interviews bring the winning insights to life in the consumer’s own world.
→ Video reels, up to 3 min each
07
Report
Top insights clearly illustrated, an XLS of every insight discovered, and the video reels of the winners.
→ Decision-ready innovation platforms
Opportunity, measured — not guessed
We size every territory the same way, twice. First in Initial Discovery — by how often a tension comes up spontaneously and how much emotion it carries (proprietary AI coding). Then in Validation, every insight is plotted on the two axes that decide its future.
Relevance
Is it about you? (Top-2)
Freshness
Is it a new way to think about this topic? (Top-2)
Winners are both. Everything is benchmarked against Yasna norms, so “good” means good versus the category — not versus your hopes.
Hybrid evidence: the numbers and the reasons behind it
Every insight we hand over is more than a quote or a stat. It’s an observation turned into understanding you can take into a brief and a boardroom.
Granular
See specific reactions, not blurred averages.
Sized
Measure appeal against category norms.
Specific
Identify what drives appeal — and what holds it back.
Illustrated
Support every finding with the consumer’s own words.
Depth at the
speed of a survey
Yasna is an end-to-end platform for AI-moderated interviewing — text, voice and video — with translation, transcription and analysis built in. It runs adaptive in-depth interviews that probe like a human and scale like a panel, then returns conclusions, numbers and quotes in one place. That’s how we cover different countries, qual and quant, in days rather than months.
Insights you can build on — and show
Top insights, illustrated
The territories worth pursuing, revealed through human stories and backed by hard evidence.
An XLS of every insight
Nothing discovered is lost — your full, structured innovation backlog for what comes next.
Video reels of the winners
Short, vivid films that put the real consumer in the room when the decisions get made.
Reality to roadmap in ~3 weeks
5 days
Initial Discovery
Broad exploration
3 days
Extended Discovery
Deep dive
2 days
Quant Screening (Validation)
Validation
3 days
Immersion (Video)
Going live
≈ 3 weeks total, report included.
Stay Curious. Stay Ahead
