The next-generation AI analysis tool for qualitative market research data.
Human Intelligence. Amplified.
Launched in 2026, True Stories was born out of a love for the art and science of qualitative research. It pairs the expertise of the user with capabilities only AI can bring. 200+ marketing, consumer psychology, and behavioural science frameworks. Hundreds of transcripts, scanned in seconds. Every analysis open to follow-up and challenge. Think of it as a second brain – one that's read everything, remembers everything, and works alongside you at the pace of thought.
Trusted by the world's leading customer insight teams.
How it's different.
Analysis, not summarisation.
The original AI tools in this space are little more than summarisation and quote-finding engines, grouping similar quotes and labelling the piles. True Stories is built different. Every analysis query leverages marketing theory, consumer psychology, and behavioural science to get to the heart of why people say what they say, why they do what they do, and why there is often a difference between the two.
Best-in-class technology.
We built True Stories with a no-expense-spared philosophy and with only one goal: produce the highest quality analysis possible. So, rather than relying on a single LLM to do everything, we use multiple AI models in concert – each chosen for a specific task. Embeddings, retrieval, neural reranking, and multiple large language models, all working in harmony.
From data to reports, in minutes.
Upload your data. Run your analysis. Generate a complete set of project reports – all from a single workspace. Our clients average under 90 minutes per project, end-to-end. A step-change versus the original generation of AI analysis tools, which can take hours of effort and still leave the real analytical work to humans.
Multilingual by design.
Translating qual data before analysis is a cardinal sin – many of the deepest insights are lost this way. True Stories accepts qual data in dozens of languages without translating anything. Analysis runs in English (or your native language), but the integrity of the original dataset is preserved throughout.
Amplifying human intelligence.
Artificial intelligence shouldn't replace human intelligence – it should complement it. True Stories is designed to combine human insights, observations, and hypotheses with AI analysis of the data, creating something greater than the sum of the parts. Every AI response supports follow-up. Push and pull at its thinking until you're satisfied.
Built for qual researchers, with love.
Every design choice, every prompt, every framework, every output has been shaped by someone who has spent 25 years in the trenches of qualitative research. For most of those years, analysis meant printing transcripts, sticking them on the wall, and annotating with highlighters and Post-Its. True Stories was built out of love and respect for the craft. And for the people who practice it.
What our customers say.
"I've tried all the usual qual AI analysis tools and found them to be underwhelming. True Stories is in a class of its own."
Konrad Collao
Owner, Craft
"The core value of True Stories is the depth and quality of analysis it enables. It's not just a faster way to work, but a genuine thinking partner that pushes the analysis further than I would typically get to on my own."
Nelly Kern
Research Director, Insight Culture
"I was always sceptical of AI and usually disappointed. But True Stories massively changed my opinion. The fact it's been programmed to really understand human psychology makes it unique. It's amazing for dealing with complicated projects and is now my regular research ally."
Steven Lacey
Founder, The Outsiders
"True Stories has become a valuable part of our toolkit as qualitative researchers. It's unique in the space and helps us think through more knotty problems – acting as an extra team member room that provides inspiration and new angles to look at whatever challenge we are grappling with. We love it."
Eric Paice
Head of Qualitative, MTM
"True Stories identifies patterns in the data that we truly might have missed and enables very fast analysis, delivering in minutes what would have taken us several days."
Cosmin Constantin
Senior Research Consultant, Mercury Research
"Alex has been well ahead of the curve and has created an impressively powerful analysis platform that's pushed forwards what's possible in our industry. You can tell True Stories has been built by a proper researcher with a genuine passion for the craft of what we do and how to take that into a new era of insight work."
Shaun Barton
Managing Partner, Davies McKerr
Built for trust.
The security of your data is paramount. Our architecture, controls, and contracts are built to defend it.
Data isolation
Every customer is allocated a unique database index, and every project a unique namespace. Zero cross-contamination – ever, by design.
No model training
Your data is never used to train AI models. Not ours, not our providers', not anyone's – written into every contract.
Global compliance
Full UK and EU GDPR compliance, with EEA-region data residency for European clients and US-region storage for North American clients.
Encrypted in transit and at rest
TLS 1.2+ in transit, AES-256 at rest. Origin services sit behind Azure Front Door, never directly exposed.