Ideally

Pros: Ideally provides incredibly fast, reliable, and consumer-driven insights that help us make decisions with confidence. The platform is intuitive, the reporting is clear, and the turnaround time is exceptional — often delivering meaningful results overnight. We especially value the quality of respondents and the depth of analytics, which allow us to quickly validate concepts, test claims, and understand price sensitivities. Ideally has become a trusted partner for rapid, evidence-based decision-making

Cons: The only area for improvement is the minimum credit requirements. For businesses wanting to run occasional or one-off studies, greater flexibility in how credits can be purchased or used would be beneficial. A more modular or pay-as-you-go model for smaller-scale research would make the platform even more accessible and versatile

Pros: Ideally is intuitive and easy to use- everything feels effortless. It gives me the right insights to guide innovation decisions, from concept testing to identifying which categories to focus on next. I also really appreciate the balance between independence and support- I can explore freely, but there’s always someone from the Ideally team ready to help, onboard, or answer questions. Their people make a great platform even better.

Cons: Honestly, nothing stands out. Everything has worked smoothly and efficiently so far. The experience feels well thought out and any minor questions I’ve had were quickly and kindly resolved.

Pros: Ideally has made it much easier to understand difficult consumer questions. In marketing, we often ask many questions and conduct extensive research into what we believe consumers want or need. This platform enables us to address these questions quickly. Being able to reach out to consumers directly and receive detailed results by the next day is truly a game changer. The platform is incredibly user-friendly, and you can easily teach yourself how to use it without any assistance. The services provided by Ideally are exceptional; they have been very helpful in answering my questions and are generally a pleasure to work with.

Cons: Having the option to retarget the same group of participants would be valuable, as it could offer more in-depth insights and allow for meaningful follow-up questions.

Pros: Its speed and ease of use have allowed us to quickly test and validate new product ideas, marketing messages, and brand positioning with our target audience, eliminating the guesswork that can hold us up. Customer support is second to none through each testing process.

Cons: Yet to find anything, it has been an easy transition on to the platform and has been an invaluable for our business, fundamentally changing how we approach decision-making by providing a direct line to consumer insights.

Pros: Ideally have taken the headache out of research. The ability to both self serve and also request assistance from the team to help frame each research project is incredibly valuable.

Cons: It isn't super easy to share drafts or research proposals with stakeholders for review/approval. An approval workflow would be helpful.

Pros: I really appreciated how quickly I could test out new concepts and ideas. It made experimentation very easy.

Cons: The main drawback was the inability to conduct more in-depth studies or gather detailed, long-term insights.

Pros: Ideally makes it super easy to test ideas and get solid consumer feedback really fast, usually overnight. The survey builder is straightforward and flexible, which actually helps us think more creatively about how we ask questions. The team’s always improving the platform and releasing useful updates, and they’re great to deal with quick, helpful, and solutions focused. It’s become a key part of how we get insights without slowing the business down.

Cons: Nothing major. A few small limitations, but the speed and flexibility more than make up for it and the team’s always open to feedback.

Pros: Ease of use and user experience/interface. It's super easy to access and design your own surveys. The results and AI summaries are also really informative and help you to derive insights. Speed of turnaround, next day! A great way to shorten the customer feedback loop.

Cons: Buying credits in bulk, rather than ad-hoc. If we could but surveys responsively, we'd likely use the platform more.

Pros: The ability to get results in 24-48 hours is so convenient! The ideally team are extremely proactive in sharing their view on the research, and having a Nat Rep population means we can make quick business decisions when we need a consumer view, at pace!

Cons: There is always a trade off with speed and simplicity where you sacrifice flexibility and detail. While we love using the ideally platform for quick turnarounds, it works best when our requirements fit into one of the pre-defined Idea or Message tests.

Pros: Ideally has allowed us to more easily put consumer centricity in key business decision-making processes and move at a faster pace. The survey builder and dashboards are easy and intuitive to use, and results are available overnight, which has been a game changer. Even with harder to find target respondents, the team is always happy to work with us to find a solution. The services provided by the Ideally team are top-notch, and they are extremely helpful and easy to work with.

Cons: None at this stage - there are constantly new updates and features being brought out to improve user experience and address pain points.

Pros: - Simple and user friendly - Cost efficient - Very fast to set up and to get results back - Really flexible, you can ask anything - Ability to benchmark and compare vs previous test results

Cons: - Nothing really, it is very simple so doesn't have the functionality of some other self service research tools, but its beauty is in its simplicity, speed and cost efficiency. It absolutely has its place.

Pros: So simple to use, easy to understand results and great that I could filter and split up the data

Cons: The age brackets were set which meant I could not split out 18-24 year olds but it wasn't a massive issue.

Pros: very fast turn around for both NZ and Asian market. Cut out a layer of exploratory in market research but narrowing down brand idea territories

Cons: Nothing really, just a watch out. I do think it would be easy to keep adding questions (and therefore credits) so you need to be focussed on how you plan to use Ideally and the results

Pros: You get answers to those questions about ideas, NPD etc, that you would normally pay hugely for and take weeks, all in 24hours. Its revolutionising the way you progress in FMCG.

Cons: The credit system is a little difficult to get your head around.

Pros: Our client LOVED the experience with Ideally – as did we. Super helpful insights, great onboarding and awesome reporting.

Cons: Nothing. We loved it all. Speed, cost and presentation we're awesome.

Pros: The speedy turnaround of results and the formatting of the reporting. The user experience across all check points was seamless.

Cons: Nothing. Everything about my experience was seamless.

Pros: My favourite thing about Ideally is the AI-powered dashboards that let you slice and dice your data and instantly see the emerging broad themes. It's easy and quick, especially with their next-day turnaround times.

Cons: The qualitative responses from many users lack depth. Sometimes there can be a problem with low-quality, off-topic, or clearly AI-generated responses.

Pros: Fantastic mix of Client team who are efficient, attentive and knowledgeable and a platform that does exactly what it says on the box (without fuss). Have been able to do a couple of quick group dips which has greatly assisted my Client and I during creative development.

Cons: My expectations were managed about the product, so I wasn't disappointed because I got exactly what I was promised.

Pros: The Ideally team is very open to ideas and feedback. Being a relatively new company, Ideally are continuing to add functionality to their platform building on their already strong offering.

Cons: A few features you'd expect when analysing data aren't available, however their willingness to take on board feedback has seen changes acted on in a speedy manner.

Pros: In less than 24 hours, I had a consumer feedback from a nationally representative sample on 3 x pieces of new film creative. We were able to optimise our assets and reload into the tool same day! Excellent service and support from the Ideally team in both using the tool and interpreting the data into meaningful, actionable insights.

Cons: That you can only export images of graphs / charts without data and words on them. I had to manually type in the numbers myself in PowerPoint.

Pros: Speedy turnaround, easy to use, very helpful.

Cons: Nothing! I think that it's a great platform

Pros: Ideally takes the traditional research process, and delivers it overnight. It's like Rumpelstiltskin for research, and doesn't cost your first born.

Cons: Commercials aren't ideal (pardon the pun) for sporadic projects.