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Audience intelligence

Who’s winning your category?

See what people search for, which AI assistants they use, and which brands they buy. Compare your buyers with a competitor’s, then ask shoppers what tipped their decision.

Join the waitlist See the product
Research chatIllustrative example

In the week before they order, what do Brand A’s buyers do that Brand B’s don’t?

The widest gap is AI assistant use. 42% of Brand A’s buyers used one in the 7 days before ordering, compared with 20% of Brand B’s.

In the 7 days before ordering

Share of each brand’s buyers

  • Brand A buyers
  • Brand B buyers
  • Projected to US adults in broadband households. Measured on desktop and Android mobile devices.

The product

See what people do.
Ask them why.

Each window below is PeekLab’s own interface, filled with made-up figures. The charts are live: switch one to its table, or change how it displays.

01

Start with a question.

Ask about a brand, a category, or an audience you define. PeekLab runs the analysis and answers with the reach, profile, and affinities behind it.

You can ask

  • “Which websites do Sephora visitors over-index on most?”
  • “What share of Peloton visitors also use Strava or MyFitnessPal?”
  • “What’s the demographic profile of Chewy shoppers (age, income, parent status, region), and which traits over-index most?”
Research chatIllustrative example

Which kinds of sites and apps do running shoe shoppers use more than other US adults?

Fitness tracking apps stand out most, at about three times the rate of US adults overall. Race registration sites and outdoor retailers follow.

Where running shoe shoppers over-index

Audience index · Running shoe shoppers

  • An index of 100 matches the share among all US adults.
  • Mobile app coverage is Android only.

02

Follow the path.

Count the people who searched, viewed, carted, and ordered, in that order. Or rank what they did in the days before and after any one step.

You can ask

  • “What do people do in the 30 days after carting Nike versus Adidas, and where do the two paths diverge?”
  • “In the 7 days before someone first visits bestbuy.com, which sites rise compared with the prior week?”
Research chatIllustrative example

Of people who search “best running shoes,” how many go on to view, cart, and order within 14 days?

About 1 in 12 went on to order within 14 days. The largest drop comes between viewing a shoe and adding it to a cart.

From search to order within 14 days

Projected people

  • Each person is counted once and completed the steps in this order.
  • An order signal does not verify payment.

03

Ask them why.

Behavior shows what people did. When you need the reason, draft a questionnaire in the same conversation, see who can be invited, and read the answers beside the behavior.

  • Single choice, multiple choice, and scale questions
  • A content check for privacy, safety, and question quality
  • Cross-tabs, group comparisons, and CSV or SPSS downloads
Survey draftIllustrative example

Help me draft a survey to learn why people choose a running shoe brand and what would make them switch.

Why runners choose their shoes

Draft saved · Ready to edit and preview

Question 1 · Single choice

What was the main reason you chose your current running shoe brand?

  • Fit and comfort
  • Price
  • A recommendation
  • Brand reputation
  • Durability

Question 2 · Multiple choice

Which of these would make you consider another brand?

Select all that apply.

  • A lower price
  • A better fit
  • A recommendation from someone I trust
  • An injury or discomfort
  • None of these

Added 2 questions about brand choice and switching.

Survey resultsIllustrative example

How do the answers differ between people who ordered Brand A and Brand B?

Fit and comfort leads for both groups. Price matters about twice as often to respondents who ordered Brand B.

Main reason for choosing their current brand

Share of survey respondents

  • Ordered Brand A
  • Ordered Brand B
  • Counts are unweighted survey respondents, not population estimates.

The data

What can you learn about an audience?

Start with a group, like running shoe shoppers. Explore who they are, how they research, and where they buy. Audience sizes are weighted estimates of US adults in broadband households.

People20 demographics, from household income to who does the grocery shopping.

“How do buyers of these two shoe brands compare in age, income, and family makeup?”

  • Age group
  • Generation
  • Gender
  • State
  • US region
  • Household income
  • Education level
  • Employment status
  • Industry
  • Job position
  • Employer size
  • Ethnicity
  • Hispanic origin
  • Spanish proficiency
  • Political affiliation
  • Marital status
  • Parent status
  • Children in household
  • Rent or own
  • Grocery shopping responsibility
Sites & appsThe brands, websites, and apps an audience visits more often than its peers.

“Which fitness apps are especially popular with running shoe shoppers?”

  • Brand activity
  • Audience overlap
  • Category affinity
  • Category hierarchy
  • IAB content taxonomy
  • NAICS industry classification
  • Google product taxonomy
SearchThe words people search for, the topics they explore, and where they search.

“What do shoppers search for when they compare running shoes?”

  • Topics & terms
  • Search platforms
  • Audience comparisons
AI usageThe assistants people use, including ChatGPT and Gemini, and how that differs between audiences.

“Which AI assistants do running shoe shoppers use, and how does that compare with other US adults?”

  • AI services
  • Usage comparisons
  • AI use before a purchase
ShoppingProduct views, carts, and orders at retailers including Amazon, Walmart, and Target.

“Where do shoppers look at running shoes, and where do they buy them?”

  • Amazon
  • Walmart
  • Best Buy
  • Home Depot
  • Macy’s
  • Target
  • Product categories
  • Purchase signals
ConnectionsWhat people do in the days before and after a visit, search, or purchase, and which audiences overlap.

“What do people do in the week before they first visit a shoe brand’s site, and where do they go afterward?”

  • Shared audiences
  • Before and after
  • Ordered steps

Method

Know what’s behind the answer.

PeekLab is powered by data shared by real people to inform marketing research decisions. Coverage varies by question and period, and each answer makes those boundaries clear.

Projected to people

Audience counts are weighted projections of US adults in broadband households.

Groups, never individuals

Results describe groups of people, never individuals. When a figure is unavailable, no estimate could be produced for that selection.

Coverage on every chart

Each chart carries its period, population and coverage. Mobile measurement covers Android only.

Behavior is not intent

Observed behavior shows what happened; explanations and recommendations are interpretations.

ReportsComing soon

Finished studies, on the way.

Guided reports are coming soon. Each one turns a brand, a category, or a question into a standalone study you can download and share.

  • Deep Research

    Ask a question. Get an in-depth study that answers it.

  • Category Intelligence

    Market size, structure, loyalty, competition, consumers, demand and opportunities for a category.

  • AI Purchase Journey Intelligence

    Purchases after AI-assistant use, paths to purchase and retailer context for a brand.

  • Brand Health 360

    A brand’s audience, loyalty, competition, search, retail and paths against its category and its own history.

  • Retail Performance

    A brand’s digital shelf at each retailer: views, carts, orders, search and leakage.

  • Audience Portrait

    Who an audience is, what they do online, and where to reach them.

  • Industry Landscape

    Structure, major companies, concentration, momentum and entrants for an industry.

  • Brand Strength Ranking

    Behavioral brand strength rankings, overall and by category.

FAQ

About PeekLab.

What is PeekLab?

PeekLab connects audience research with search, AI use, and shopping behavior. Compare brands, trace paths to purchase, and survey shoppers about their choices.

Where does the data come from?

PeekLab is powered by data shared by real people to inform marketing research decisions. Audience counts are weighted projections of US adults in broadband households, and results describe groups of people, never individuals.

What can’t PeekLab tell me?

It measures what people do online: the sites and apps they use, what they search for, and what they shop for. It can’t see why they do it or what happens offline, and mobile measurement covers Android only. When you need the reason, you can ask in a survey.

Can I study a market I define myself?

Yes. Name a product category, or the brands and sites you consider competitors, and combine behaviors and demographics into the audience you want to study. Then compare its size, profile, and overlap with another group.

Can I build a study around my own question?

Yes. Ask it in chat and follow up as far as the data goes, then turn what behavior can’t explain into a survey. Deep Research, which answers one question with an in-depth study, is coming soon.

How do I get access?

Join the waitlist and we’ll email you when your access is approved.

Bring your research question.

Join the waitlist