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Categoracle Ltd

Customer emotion insights to help start-up and scaling food & drink businesses do their homework.


Categoracle supports food and drink start-ups and small businesses with game-changing insight that can help them better understand how customers feel about products they have tried.


We uncover what is exciting, frustrating, and needs to be better within the category. Our clients can use this intelligence to ensure their innovation hits the right note with customers, and to offer as evidence when pitching to investors and buyers.


Our insight is in pre-prepared, ready to read decks. We also offer access to the thousands of soundbites that sit behind the data for clients to mine for themselves and uncover snippets pertinent to their innovation.


As well as working directly with founders, we also love working with other freelancers and micro-agencies who share our passion for helping small businesses. If you think we could help you, please do get in touch!


Uncovering the emotion, and drivers of that emotion, contained in product reviews.

Based on this information, we are able to identify what makes stand-out product experiences, and where customers feel frustrated, so our clients can identify what they need to do to be successful in the category.


I am a Nielsen Alumni, having spent nearly ten years working with large FMCG manufacturing and retailing clients. I am adept at working with retail sales, and consumer panel data, as well as analysing survey results and forecasting.

Over the last four years I have worked as a freelancer in the emotion analytics space, working on a vast array of categories, to identify spaces for the next big innovation.


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