We're excited to launch something we've been quietly building: a live consumer sentiment tracker that updates weekly with real insights from synthetic research.
What It Is
The Ditto Consumer Sentiment Tracker tracks how consumers actually feel about major brands—not through surveys that take weeks to field and analyze, but through synthetic personas calibrated to match real human behavior.
Every Monday, we update sentiment scores for major consumer brands. Each brand gets 24 distinct responses from 6 synthetic personas, each answering four core questions:
1. How likely are you to recommend this brand? (NPS Proxy) 2. Compared to 6 months ago, do you feel more positive or negative? (Trend) 3. When did you last interact? How was that experience? (Recent Experience) 4. Do you think this brand will be more or less successful in the next year? (Outlook)
Why We Built This
Traditional consumer research is slow and expensive. By the time you have results, the moment has passed. We wanted to demonstrate what's possible when research moves at the speed of business—not the speed of sample recruitment.
The tracker serves two purposes:
First, it's a free resource. Anyone can see real-time sentiment trends for major brands, updated weekly. No login required, no paywall.
Second, it's proof of concept. This is what synthetic research looks like in practice: fast, consistent, population-calibrated insights that track real consumer behavior with 95% correlation to traditional methods.
How It Works
Our synthetic personas aren't generic chatbots. They're carefully calibrated digital twins representing US adults aged 25-55, built to match actual population behavior patterns. When we ask these personas about brands, their responses correlate with traditional research at 95% accuracy—but we get answers in hours instead of weeks.
Each brand's composite score reflects genuine sentiment patterns: how people talk about brands, what drives their opinions, and where momentum is shifting. The data updates every Monday, providing a continuous pulse on consumer perception.
What Makes This Different
Most brand tracking happens quarterly, if at all. By the time you see the report, the insights are already stale. Our tracker updates weekly.
Traditional research requires recruiting participants, scheduling interviews, collecting responses, cleaning data, analyzing results. Synthetic research handles this in a fraction of the time while maintaining the same level of reliability.
This isn't about replacing traditional research. It's about making real consumer insight accessible—especially for the strategic decisions that happen between quarterly reports.
What's Next
We're starting with major consumer brands, but the methodology works for any category where consumer perception matters. The tracker will expand as we refine the approach and add more brands.
If you're building a brand, launching a product, or simply curious about consumer perception trends, the tracker is live now at [tracker.askditto.io](https://tracker.askditto.io).
Want to see how synthetic research could work for your brand? [Book a demo](https://askditto.io/#pilot) and we'll show you what's possible when research moves faster than consensus.
