01
the audience
we start with an audience.
you name who you want to understand. a market, a category, or a kind of person, written down in plain language before anything runs.
know exactly what
your customers
want to buy.
we map out consumer audiences. then we partner with the best consumer brands in the world, building and applying the agents that grow their business.
study no. 41
the argument
everyone's gray until they're yours.
the world of consumers is enormous, and only a small part of it is yours. we partner with the best consumer brands in it and work towards one thing together: you winning your market and growing your business.
the infrastructure
nobody maps consumer audiences the way we do.
that is the hard part and it is the part we own. hugo is live infrastructure, standing and always on, holding four things about the people who buy from you.
01
who they are
the cohort that actually buys from you, composed out of seven thousand maintained identities. somebody named your last segment in a workshop. nobody named this one.
02
what they think
the positions they hold on your category, your competitors, and you, in the words they use when no researcher is in the room.
03
what they need
the unmet need underneath the complaint. what they are already working around because nobody has made it yet.
04
what they want
the product, at sku level, they are ready to buy from you next.
the infrastructure is the same for every brand. the agents are what you point at it.
the agents
one infrastructure. as many agents as you have questions.
an agent is the infrastructure pointed at one commercial decision. these are the seven consumer brands ask us for first.
match what you already sell to the audience that wants it.
the fastest revenue in most catalogues is a product you already stock and nobody is putting in front of the people asking for it. hugo reads your line against live demand, names the cohort already asking, and hands you the language they use for it themselves.
what comes back
skus ranked by unmet demand, the audience behind each, and the angle
match what you already sell to the audience that wants it.
the fastest revenue in most catalogues is a product you already stock and nobody is putting in front of the people asking for it. hugo reads your line against live demand, names the cohort already asking, and hands you the language they use for it themselves.
what comes back
skus ranked by unmet demand, the audience behind each, and the angle
we build agents into the workflow your brand already runs. not another dashboard someone has to remember to open.
1 seven is not a limit. it is what we get asked for most.
hugo applied
hugo, applied to fashion.
every catalogue has this problem. fashion has it loudest: it moves in weeks and argues about individual products in public, so it is where the work shows.
01
what they wear now
what a named audience actually wears this month, by category, silhouette and price tier. the runway is a different question.
02
what they want next
demand forms in language before it reaches anyone's sell-through report. we read it there.
03
who owns which look
which communities hold which aesthetic, and how that answer changes city by city.
04
why they buy
the fit, the price anchor, the frustration with a competitor, quoted in the customer's own words.
05
what is quietly dying
what has peaked and what is decaying while sell-through still looks healthy enough to reorder.
where it lives
hugo connects to slack and teams.
no new platform to roll out and nobody to train. add hugo to the channel your team already argues in and ask. the study runs, and the answer comes back into the thread with its sources attached.
- add hugo to a channel in minutes
- slack or microsoft teams
- the whole team asks, not one seat
- the web app for longer reports and exports
one thread, start to finish
Artem9:04 PM
@Hugo What product are our customers asking for that we don't sell yet?
✅1
7 repliesLast reply 9:29 PM
HugoAPP9:04 PM
I’m scanning what your customers and their communities are asking for that isn’t in your catalog; I’ll post the strongest opening here when it’s done.
⏱️ Usually takes ~1 min. I'll post the results here.
HugoAPP9:29 PM
@Artem
✅
Whitespace SKU: packable shell jacket
Added a 'New SKU brief' page for a packable recycled-shell jacket, the single most-requested item across your audience and not in your current line, sized by demand and priced against 3 near substitutes. The 'Overview' page was updated with the recommendation.
📊Scanned 14,820 posts → 912 on-topic·Reply in this thread to dig deeper. Ask me to analyze themes, sentiment, or compare angles.
📄Full report:
PDF
report.pdf
✅2
the method
we built the infrastructure ourselves.
no bought panels, no licensed datasets, no model guessing at what a consumer meant. we build the audience outward from one real person, then read what it says. every layer in between is ours, which is why we can show our work.
02
the person
we find one person who belongs to it.
one real account that genuinely sits inside that audience. we do not need a list or a panel to begin.
1 account
is the whole starting point
03
the network
we expand their network.
we read what they talk about, then follow it to the other people talking about the same things. those people are the next ones we read.
04
the loop
we do it again until nobody new appears.
each round returns more of the audience. it runs until new names stop coming back, which is how we know we have it.
05
the bias
we count the bias.
public conversation leans loud. it over-represents the people who love a product, the people paid to say so, and the people who hate it, so we measure that skew instead of pretending it is not there.
3 skews
the paid, the devoted, the furious
06
the analysis
then we analyze it.
the audience becomes a graph of what it talks about and what it says about each thing. every finding in the report links to the posts underneath it.
the agents keep working while you do not. what they find is waiting in the thread when you open it.
2 they do not sleep. we have asked.
who hugo is for
built for the people who answer for the customer.
01
insights and strategy
the team that has to be right in the room. hugo gives you a sourced position on what the customer wants, before the meeting. the deck normally lands six weeks after the decision.
- audience mapping
- unmet needs
- concept testing
02
brand and marketing
the angle, the language, and the communities where it lands, taken from what consumers already say in public.
- positioning
- creator fit
- message testing
03
product and innovation
what to launch and what to fix, sized by real demand and ranked by what it costs you to be wrong about it.
- sku demand
- product briefs
- what to fix first
backed by the founders and early investors of
goatIIElevenLabs
BREWDOGMOUS
BREWDOGMOUSquestions
answered plainly.
we build the infrastructure that understands consumers. it reads what people say in public, works out who they are and what they want, and holds that as a living picture of an audience rather than a document. then we partner with a brand and put agents on top of it: what to launch, what to fix, which creators matter, and why a competitor keeps getting chosen.
we start by mapping your audience, and we keep that map current. from there we build the agents and the workflows around the decisions your team actually has to make, and they run inside the channel you already use. nothing to roll out, nobody to train. we stay in the work with you rather than handing over a login and leaving.
an agency sells you a project. the deck arrives months later, priced per question, and the work stops when the invoice clears. we own the technology, so the map stays live, a follow-up costs you nothing, and what we build for you keeps running long after the first answer.
we hold it to the standard we would want applied to us. answers carry verbatims, segment sizes, confidence, and citations you can audit. simulated audiences are run blind against real-world survey data, and we publish the agreement and the failure modes together.
read the simulation-accuracy report →a general model interprets the training data it already has. we run our own crawl, our own identity map, and our own research method on top of them, so what comes back is current, sourced, and defensible in a room full of people who will push on it.
consumer brands that take their customer seriously. heads of insights, cmos, brand and product teams. music and entertainment companies reading fan culture. agencies running consumer research for their own clients. we work closely with each one rather than selling seats and walking away.
hugo is priced as an ongoing partnership rather than per project, scoped to the team using it and the decisions it is pointed at. book a demo and we will walk through the fit and show you the class of decision it changes.
book a demo →your brand context, prompts, and outputs stay yours. we do not train on your data. delete at any time.
the offer
hire hugo. the agents work the night shift.
ask in the channel your team already uses. the answer comes back sourced and sized, with the verbatims attached.
3 they do not want a raise. they want more data.