&Facts

What is &Facts?

&Facts is a platform that provides real-time insights into what consumers are doing and why. It pulls from billions of real-world data points to deliver precise, unbiased insights in minutes rather than the hours traditional surveys require. The analysis is continuously updated, so the information reflects current consumer behavior and trends.

Who created &Facts?

&Facts was founded by Kari Alldredge, a Partner at McKinsey who leads the firm’s consumer growth initiatives in North America. The company’s mission is to give brands — especially smaller businesses — access to the market insights they need to grow, since small businesses often lack access to this kind of data.

What is &Facts used for?

&Facts supports a range of market research and strategy tasks:

• Understand customers: Get real-time insights into customer needs, preferences, and pain points.
• One-click market research: Find out what consumers prefer and how they behave without crafting surveys.
• Product decisions: Make data-backed product choices and launch new products with proven demand.
• Market analysis: Identify market strengths and weaknesses and see where your business stands.
• Brand strategy: Develop brand strategy using data-driven analysis of consumer behavior and motivations.
• Growth opportunities: Identify areas for growth and spot emerging trends early.
• Validate ideas: Test new ideas with data before investing, reducing risk.
• Query-specific insights: Access market information tailored to your specific questions.

Key benefits

• Speed: Insights arrive in minutes instead of hours spent designing and running surveys.
• Accuracy: Billions of real-world signals provide a fuller picture of consumer behavior.
• Freshness: Analysis is always up to date, so decisions rest on current information.
• Reduced bias: Insights are designed to be unbiased compared with traditional methods.
• Lower cost: Less time and money spent than traditional survey-based research.

Who is &Facts for?

&Facts is aimed at brands and businesses that need consumer insights for decisions about products, branding, and growth. It is particularly positioned for small businesses that historically lack access to this kind of market data, but any team wanting faster, data-backed answers about consumer behavior can use it.