Get to know your market and talk to it.

Traditional research gives you quantitative data or an agency report after several weeks. Tacita's conversational interview gathers the why behind perceptions, the unspoken needs and the real language customers use to describe your product. The result is material that feeds positioning, messaging and content strategy directly.

The AI interviewer can be used with active customers, prospects, former customers and users of competitor products, depending on the objective. The protocol is calibrated on the target group and on the type of insight to be gathered: brand perception, decision criteria, barriers to purchase, needs nobody is addressing. The Tacita team helps select the most representative sample so the results are usable.

Tacita works with the contacts provided by the company. The team helps define the criteria for selecting the sample — by segment, sector, size, stage of the funnel — so that the result is representative even without involving hundreds of people. Link distribution and the invitation message are designed together to maximize participation.

The deliverable includes a map of market needs, brand and positioning perception, the opportunities and threats surfaced in the interviews and a concise white paper ready for the board. The material is structured to be used directly in the marketing plan, not to be interpreted first.

Sentiment analysis measures the climate across the whole team or in specific areas. For marketing it can surface issues around workload, the relationship with other functions, how the strategy is perceived and signs of disengagement. The interviewer digs into the answers and picks up weak signals that a standard questionnaire never catches.

The Tacita team works alongside the company to design engagement strategies: from the invitation message to the tone of voice, from choosing when to send it to tailoring the context. The conversational format — no form, no rating scale, no self-assessment — reduces resistance and makes people more willing to take part than with traditional methods.

The head of marketing's involvement is concentrated in the initial phase (objectives, target, sample) and in the final briefing. The interviews run on their own: each participant accesses a link whenever they prefer, with a session of 35–50 minutes. The operational load on the team between kick-off and delivery is minimal.

The interviews capture the real language of your customers: how they describe their problems, which words they use, what convinces them and what holds them back. That material feeds copy, landing pages, case studies and communication strategies with a level of authenticity internal brainstorming rarely reaches.

The sentiment analysis deliverable presents data aggregated by area and level, never at individual level. Session transcripts are accessible only to the Tacita team, in the way defined in the GDPR document. Participants know this before they start, which leads to more honest answers.

Each use case can be used on its own or combined. A project that brings together internal sentiment and market research gives you a complete reading: how the team perceives the strategy and how the market perceives the brand. The setup is defined together with the Tacita team in the initial phase.

Every deliverable is specific to the organization and the project. The initial phase serves to define format, sections and level of detail. If the company has internal templates for reports and presentations, the deliverables are adapted to them. The goal is to produce material you can use directly, with no rework step.

Tacita provides complete compliance documentation before the project starts. The document covers data location on European infrastructure, the legal basis for processing, the list of people with access, how data is handled after the project, the retention period, data subject rights and the security measures in place. The document is ready to be passed to a DPO or legal team.