Listen
We read what people say to each other when no brand is in the room. Reddit, patient forums, TikTok, YouTube, the open web. Unprompted discourse, where no question has been asked.
Social Truth™
Social Truth™ transforms decisions.
The conversation between people — what they say to each other when no brand is in the room — has already decided what your category allows, rejects, and rewards. We surface that reality, then build the quantitative instruments that measure it. Better quant, because reality was here first.
See what Social Truth revealsComing soon.
Dan Fazekas, Sandra Baumann, and Daniel Foreman — with the clients who put Social Truth to work.
Social Truth™ is what the conversation has already decided.
It is not opinion. Opinion lives inside a person. Social Truth lives between people — in the shared meanings, tensions, and silent agreements that govern how groups actually behave.
It is not sentiment. Sentiment is a score applied after the fact. Social Truth is the architecture underneath — what a culture celebrates, what it will not forgive, what it has stopped saying out loud.
It moves first. Individuals catch up. Markets follow. Surveys arrive last. By the time conventional research registers a shift, the conversation that authorized it has already done its work.
The instruments are precise. They are calibrated for the wrong target.
Surveys isolate the individual. Focus groups pull people out of their context. Trackers count mentions. Dashboards flatten meaning into a sentiment score. Every standard instrument probes what lives inside a person — stated intentions, narrow preferences — while ignoring the thing that actually moves them.
The result is an industry that built precision for the surface, and left the layer that decides outcomes to luck.
Briefs encode assumptions. Expertise reinforces them. Surveys confirm them. The loop closes before the first respondent answers.
The Atlas of Social Truths.
Wherever the conversation lives, we have read it. Click a dot.
The Atlas grows. The method does not change.
Listen. Map. Measure.
Discovery first. Measurement second. Strategy third. The order of operations the rest of the industry has wrong.
Map
We surface the narratives, tensions, and decision drivers that actually structure the category. The constructs people use. The language they reach for. The questions they argue about.
Measure
Only then do we build the quantitative instrument. Calibrated against reality. Worded in consumer language. Measuring the variables that matter, not the ones a 21-year-old questionnaire assumed.
The result is a survey that measures the category as consumers live it — not as the industry assumes it.
Two ways to work with us.
Whether you need a complete study or stronger questions for your own team, the discovery phase is the same. Reality first, then measurement.
The Full Social Truth Study
We run the entire engagement: discovery, instrument design, fielding, analysis, and findings. Sandra Baumann leads the quantitative work. You receive a complete study built on validated reality, not boardroom assumption.
Best for: strategic decisions, category entry, repositioning, brand architecture.
Better Surveys for Your Team
Keep your in-house or agency quant capability. We deliver the discovery phase that makes your instruments sharper: the constructs, the language, the variables that should be in the survey before you write it.
Best for: in-house research teams, brand teams with existing partners, agencies under pressure to improve quality.
Build on reality.
Listen first. Start with culture. Understand before you count. These are the oldest commitments in research. What is new is the ability to deliver on them — to detect and map Social Truth, and to build the instruments that measure it. The promise was always there. Now it can be kept.
See what Social Truth revealsOne conversation. No deck. We will tell you whether the ground your next decision is built on actually holds.