10116939FOR REAL: An innovative AI powered research portal providing marketeers with deep multi-channel insights on people's daily realities.ClosedCollaborative R&DInnovate UK85% of the UK marketing industry is based in London. Yet 85% of the UK population live outside London. This creates a disconnect between brands, agencies and their audiences. And, 'big data' has exacerbated this gap. As Jeff Bezos said, _"When anecdotes and data disagree, the anecdotes are usually right."_ Meet The 85% Ltd is a disruptive market research business based in Northumberland. We interview and observe real people across the UK in their homes about their daily lives, routines and motivations. We're only one year old, and already working with global brands and world-renowned agencies. But it's an exclusive service and we're discovering there's a need from a wider audience to access consumer insights from real people quicker and more cost-effectively. The answer is 'FOR REAL'; a B2B subscription service for the creative industries that makes rich ethnographic content available to the many, not the few. Using AI, it scours the countless hours of audio and video interviews we collect, providing an easily searchable, multimedia database that generates real answers to real-world research questions for clients. Imagine ChatGPT attached, not to the internet, but to the rich content of everyday life across the UK that we are recording daily.