TikTok sells the dream. The cupboard tells the truth.
The new appliance buying journey runs from creator desire to post-purchase regret - mostly in channels brands never see. We ran an AI-moderated study with 10 TikTok-active appliance buyers to map it, in days, on our own platform. Below: a taste of what we heard, and exactly how we ran it.
The moments that decide the sale - in buyers' own words.
Real TikTok-active appliance buyers, on camera. Validation, doubt and regret all happen off your property. Here is what it sounds like.
Five sections. Three days. One decision-ready story.
The same platform runs the whole study - design, recruit, interview, analyse.
1. Design the discussion guide with AI, signed off by a Senior Researcher
A five-section guide of 24 open, non-leading questions - built on the same qualitative technique senior researchers use. Example: 'Walk us through the full story of the last appliance you bought because of social - from first noticing it to buying it.' A Senior Researcher reviewed every line before fielding.
A five-section guide of 24 open, non-leading questions - built on the same qualitative technique senior researchers use. Example: 'Walk us through the full story of the last appliance you bought because of social - from first noticing it to buying it.' A Senior Researcher reviewed every line before fielding.
2. Recruit and screen ten TikTok-active appliance buyers
Screened from a 300M+ participant pool against a strict brief: primary cooking and buying role, active on TikTok 30+ minutes daily, following at least one food or kitchen creator, having bought 2+ appliances in the last 12 months with at least one driven by social video - across singles, couples and families. Multiple layers of fraud detection before, during and after.
Screened from a 300M+ participant pool against a strict brief: primary cooking and buying role, active on TikTok 30+ minutes daily, following at least one food or kitchen creator, having bought 2+ appliances in the last 12 months with at least one driven by social video - across singles, couples and families. Multiple layers of fraud detection before, during and after.
3. Run 30-45 minute AI-moderated video interviews
Live video in participants' own homes. The AI Moderator probes adaptively in 100+ languages, and every prompt is scored live against our 17-criteria quality framework - the only documented standard for AI moderation. We even asked buyers to tour the counter, the cupboard and the back of the shelf, and walk us through what survived and what didn't.
Live video in participants' own homes. The AI Moderator probes adaptively in 100+ languages, and every prompt is scored live against our 17-criteria quality framework - the only documented standard for AI moderation. We even asked buyers to tour the counter, the cupboard and the back of the shelf, and walk us through what survived and what didn't.
4. Analyse through behavioral frameworks
Words, tone and facial expression analysed together - structured through consumer motivation, decision-making and behavioral economics. A Senior Researcher validated every theme. The result is interpretation a behavioral scientist would sign, not a transcript a chatbot summarised.
Words, tone and facial expression analysed together - structured through consumer motivation, decision-making and behavioral economics. A Senior Researcher validated every theme. The result is interpretation a behavioral scientist would sign, not a transcript a chatbot summarised.
Every study comes back as Stories your team actually uses.
Not a 90-page deck nobody opens. Reels, clips, audio and shareable links - built to travel across your organisation.
Why you can trust ten interviews
Speed with rigor - not speed instead of rigor. Expert-in-the-loop on every study, a documented quality standard scored on every prompt, and an AI Moderator trained on more than a million real interviews. Enterprise data posture by design: SOC 2, ISO 27701 and GDPR.
criteria scored live
17
The only documented quality standard for AI moderation.
richer conversations
1.8x
Than experienced human moderators, in head-to-head testing.
expert-validated
Every study
A Senior Researcher reviews the work before it ships.
interviews trained on
1M+
The dataset behind GetWhy's AI Moderator.
criteria scored live
17
The only documented quality standard for AI moderation.
richer conversations
1.8x
Than experienced human moderators, in head-to-head testing.
expert-validated
Every study
A Senior Researcher reviews the work before it ships.
interviews trained on
1M+
The dataset behind GetWhy's AI Moderator.
“Nucleus has found that faster insight delivery, reduced execution risk, and broader decision coverage strengthen eBay’s ability to convert product and marketing investment into transaction volume.”
Hear your buyers
Days 1-5
AI-moderated video interviews with your audience - the feed, the validation, the cupboard. Any market.
Get the decision-ready story
Days 6-10
Verbatim video evidence, the tensions worth testing, and hypotheses ranked by commercial impact.
Scale what matters
Beyond
Quant validation where sizing matters, creative and innovation sprints, and always-on tracking.
Hear your buyers
Days 1-5
AI-moderated video interviews with your audience - the feed, the validation, the cupboard. Any market.
Get the decision-ready story
Days 6-10
Verbatim video evidence, the tensions worth testing, and hypotheses ranked by commercial impact.
Scale what matters
Beyond
Quant validation where sizing matters, creative and innovation sprints, and always-on tracking.
faster
40x
Than a traditional research agency
cheaper
~20x
Without sacrificing methodology rigor
from first interview
48 hrs
Study design happens before the clock starts
languages
100+
Run the same study in any market you sell in
faster
40x
Than a traditional research agency
cheaper
~20x
Without sacrificing methodology rigor
from first interview
48 hrs
Study design happens before the clock starts
languages
100+
Run the same study in any market you sell in
Book a live walkthrough of the study
See how you can run AI-moderated research to give you qualitative consumer insights at quantitative scale.
