Understand your customers

Your customers know their needs better than you ever will. Engage with your target customers to understand their core needs and motivations, and make sure you work to solve their actual problems.


Use Sonar to identify opportunities, discover need gaps and map customer journeys through rich qualitative data.


With Sonar you can:

Understand customer needs and motivations

Find out what your customers need and why. Create a robust empathy map: use exploratory questions to help customers articulate their needs, both catered for and unmet, and gather ideas for your idealised solution.

Identify pain points and map decision journeys

Map out how customers face frictions in their decision journeys with either best-practice or customised probing questions, and determine whether your idea will solve these issues.

Validate ideas and concept directions

Showcase several early-stage concepts and assess how well they resonate with your customers through a mix of survey and think-aloud questions. Get immediate feedback and focus on one clear proposition from the get-go. 


Understand icon: magnifying glass hovering over a user's mind

Features in the spotlight:

Study builder


Design studies quick with best-practice templates, or start from scratch and get suggestions from our AI on how best to phrase a question to get the answers you need.

Auto-generated quotes


Get key participants’ quotes automatically extracted from your interviews and jump start your analysis. Our AI generates an average of 80% of all the quotes used in our client’s studies.

Automated keyword tagging


Instant prime data consistency. Create your own topics and instruct our AI on how to use them. Then, get all quotes and observations automatically tagged with relevant keywords, consistently across all datasets and studies.

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