An AI platform that puts
real consumer research on demand.
concept m needed to turn slow, expensive focus-group research into something brand teams could do at any time. We built them a private AI platform — two environments, one admin panel, many brands — all running in a single shared system with full data separation.
Fast, repeatable consumer insight — without booking a focus group every time.
"Instead of booking a focus group and waiting weeks, a brand team can simply open a chat and ask their customer."
Slow, expensive research cycles
Recruiting real people for focus groups and surveys is slow, expensive, and hard to repeat. By the time results come back, the moment to act has often passed. concept m needed a way to get quick, consistent consumer reactions to an idea — on demand and at scale.
Testing finished marketing materials
Beyond early-stage ideas, concept m also needed to test finished marketing materials — concept images, campaign designs — to see how they were likely to perform before launch. This had to work without costly external tooling per test.
Many brands, one system, full separation
concept m works with many different brand organisations simultaneously. Each brand needed its own private space — its own personas, its own people, its own data — all running safely inside one shared platform without any bleed-over.
Zero training required for brand teams
The everyday user — a marketer or strategist at a brand — needed to pick the tool up without training. The platform had to hide all the complexity and open on a calm screen with two clear choices: talk to a customer, or test a file.
Two environments. One platform. Every brand in its own space.
Talk to your customers, any time.
The Sparring Arena is a chat room full of lifelike virtual consumers. Each persona represents a different kind of buyer — Cultural Connoisseur, Flavour Explorer, Mindful Consumer, Family Person — each with their own tastes, habits, and outlook.
You pick a sparring partner and talk to them: pitch an idea, try out a message, ask what they think of a product. The persona replies in character, the way that type of customer genuinely would.
- Choose from a curated set of brand-specific consumer personas
- Natural back-and-forth conversation — pressure-test ideas before spending budget
- Save every conversation in history; organise chats into projects
- Export as PDF or Word (DOCX), or share by link inside your organisation
Measure how your marketing materials will land.
The Test Zone is for checking how finished materials are likely to perform before they go live. Upload your files — concept images, campaign designs — start a test, and step away. An email arrives when results are ready to download.
No waiting around, no complex dashboards. The status of every test is visible at a glance: In Progress, Completed, or Waiting for result.
- Start a new test and upload files in one step
- Status tracking: In Progress · Completed · Waiting for result
- Email notification when results are ready
- Download a full result the moment it is processed
One admin panel runs the whole multi-brand platform.
Setting up a new brand organisation — with its own personas, users, and access rules — takes 10–15 minutes.
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→ Organizations
Each brand gets its own private space.
An optional logo, its own set of consumer personas, and its own user list. Every organisation's data is fully separated from every other — many brands, one system, zero bleed-over.
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02
→ Personas
Create and manage the virtual consumers.
Give each persona a name, a description, an underlying AI agent, a consumer group, and a picture. The persona library is fully editable — concept m can update, retire, or create new consumer types as their research evolves.
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→ Groups
Organise personas and users into tidy groups.
Groups sit between organisations and individual users, letting admins bundle related personas or people together and control access at the right level of granularity.
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04
→ Users · Microsoft Entra ID
People are pulled in from Microsoft Entra ID.
For each user, administrators decide exactly what they can reach: which organisation, their role, access to the Sparring Arena, access to the Test Zone, and which groups. Fine-grained permissions with no manual account creation — users authenticate via email or Microsoft SSO.
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05
→ Test Zone Files
Admins process uploads and deliver results.
When a brand team uploads files in the Test Zone, an administrator processes them — moving each file from "unprocessed" to "processed" and uploading the finished result. The user is notified by email and downloads the result when ready.
Designed to be simple. Built to hide the complexity.
Two choices. Nothing else.
A marketer logs in with their email or Microsoft account, selects their organisation, and lands on a calm screen with exactly two options: Talk to your customers — or Test your materials.
There are no dashboards, no configuration screens, no onboarding flows. The platform gets out of the way and lets brand teams do the work they came to do.
All the machinery — AI persona management, file processing, multi-brand access control — lives in the Super Admin Panel, hidden from everyday users until it is needed.
- Login via email or Microsoft SSO
- Organisation selector — one brand, one space
- Two-choice home screen: Arena or Test Zone
- Chat interface — pick a persona, start talking
- Test uploads — one step, then wait for email
- Conversation history + project folders
- PDF / Word export or shareable link
- Clean white pages with a single warm accent colour
- Every label in plain words — no jargon, no tooltips needed
- Advanced admin features out of sight until needed
- Consistent identity: "concept m ai" branding throughout
- Responsive — works on desktop and tablet
A lot of machinery. None of it visible.
There is a lot inside ConceptM AI — AI personas powered by custom agents, file analysis, a full multi-brand permission system, Microsoft Entra ID integration — but the everyday user never sees it.
The goal was that a marketer could sit down and use the platform without any training: open a chat and talk to a customer, upload a file and wait for the result. Clean white pages, a single warm accent colour, and plain-English labels throughout.
Conversation export — PDF or Word
Every Sparring Arena conversation can be exported as a formatted PDF or a Word (DOCX) file. Brand teams take findings directly into presentations and reports.
Shareable conversation links
Conversations can be shared by link with anyone inside the same organisation. No export needed — a reviewer opens the link and sees the full chat in context.
Test Zone results download
Processed Test Zone files are delivered as downloadable results. The user receives an email notification and downloads the analysis from the platform dashboard.
Project-organised history
All conversations are saved and can be organised into named projects. Related chats — for a product launch, a campaign, a new market — stay together and are easy to retrieve.
Need a multi-brand AI platform
your clients can actually use?
We build AI platforms that work for the people who use them — not just the engineers who built them. Multi-tenant architecture, AI-powered workflows, and an admin system that keeps everything clean.
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