Real voices.
Real insight.
No fieldwork.

DCA transforms millions of authentic online conversations into structured market intelligence — faster, deeper, and more cost-effective than conventional research.

See how it works Watch the series ↓

“Not what people say when asked — what they say to each other.”

100%
Organic consumer voice
4
Stage methodology
10+
Sectors researched
AI
Guided by human judgement
The methodology

What is Digital Conversation Analysis?

DCA is a proprietary research methodology that uses AI to analyse large-scale datasets of authentic consumer conversations — scraped from social media, forums, and review platforms.

Unlike conventional social listening, which merely monitors brand mentions, DCA sifts, orders, and interrogates the data using qualitative research frameworks. The result is structured insight that reveals not just what people are saying, but how their experiences and attitudes are evolving.

Crucially, all promotional and influencer content is filtered out — leaving only the organic consumer voice. This is empirical research based exclusively on real customers, not synthetic personas or prompted responses.

Platforms analysed

RedditTikTokMumsnetX / TwitterXiaohongshuDouyinTrustpilotYouTubeAmazon ReviewsInstagram

From scattered posts to structured insight.

DCA bridges the gap between raw social data and actionable research. The output — personas, sentiment analysis, verbatim quote cards, and brand tracking — is indistinguishable from a conventional report. Except it costs less and delivers faster.

~100%
Organic on Mumsnet
~15%
Organic on Instagram
~36%
Organic on X
High
Reddit signal quality
How it works

The four-stage DCA process

Every DCA project follows the same rigorous methodology, adapted to the platform, category, and research objectives.

01

Platform selection

Identify the social media platforms and communities where authentic consumers of your category are most active and candid. The right source determines the quality of everything that follows.

02

Data extraction

Posts and conversations are scraped at scale using automated tools — capturing tens of thousands of records across multiple platforms for a wide, representative sample.

03

Filtering & analysis

All promotional, influencer, and spam content is removed. AI then analyses the clean dataset — sentiment analysis, thematic coding, persona development, verbatim extraction.

04

Insight & reporting

Findings are compiled into structured, client-ready reports including brand sentiment tables, consumer personas, verbatim quote cards, and concept testing results.

Watch

DCA in practice: the GLP-1 series

A four-part video series showing the complete DCA process applied to weight loss medications — from raw data to ad concepts tested against real consumer conversations.

GLP-1 Weight Loss Medications — Four-part series
Part 1

Part 1

What Are People Really Saying About Weight Loss Drugs?

Building the dataset — scraping and filtering authentic consumer conversations about Wegovy and Mounjaro from Reddit and TikTok.

Part 2

Part 2

Who’s Really in Your Audience? Building Ad Personas From Real Conversations

Six empirically-grounded GLP-1 consumer personas built entirely from real social conversations — the Long-Hauler, the Food Noise Sufferer, the Transformation Celebrant and more.

Part 3

Part 3

Writing Ads From the Inside Out — What DCA Advertising Looks Like

How the six personas are translated into six distinct ad concepts, each grounded in the language and framing of real consumer conversations.

Part 4

Part 4

Does Your Ad Actually Land? Testing Concepts Against Real Conversation

The final phase — testing six ad mockups against the consumer dataset to assess resonance, authenticity, and real-world performance.

View YouTube channel →
Articles

Thinking on DCA & AI research

Published on LinkedIn — perspectives on methodology, platform intelligence, and real-world DCA project findings.

What are people actually saying? Building the dataset
Methodology

What are people actually saying? Building the dataset

Phase 1 of a four-part DCA series — how to select platforms, scrape at scale, and filter out promotional content to create a clean consumer dataset.

Read on LinkedIn →
What people taking Wegovy and Mounjaro are actually saying
Health & Pharma

What people taking Wegovy and Mounjaro are actually saying

A deep dive into authentic GLP-1 consumer discourse — the real language of lived experience, side effects, identity shifts, and long-term commitment.

Read on LinkedIn →
The Male Condition: Male Identity & the Masculinity Crisis
Identity & Society

The Male Condition: Male Identity & the Masculinity Crisis

DCA applied to male identity discourse on Reddit — exploring the gap between public masculinity narratives and what men actually say to each other online.

Read on LinkedIn →
AI Tools for Market Research Professionals: What’s Changed Since Wave 1?
AI & Research

AI Tools for Market Research Professionals: What’s Changed Since Wave 1?

A practical update on the AI tool landscape for researchers — what’s improved, what still requires human judgement, and where the biggest gains now are.

Read on LinkedIn →
What Runners Actually Think About Their Shoes
Sport & Footwear

What Runners Actually Think About Their Shoes

Brand sentiment analysis across seven running shoe brands using Reddit and X data — who leads on trust, comfort, and performance in the organic consumer voice.

Read on LinkedIn →
The Emerging EV Insurance Market: Navigating Complexity and Uncertainty
Financial Services

The Emerging EV Insurance Market: Navigating Complexity and Uncertainty

DCA analysis of how EV owners talk about insurance — pricing anxiety, claims complexity, and the gap between industry messaging and consumer reality.

Read on LinkedIn →
About

Qualitative expertise. AI-powered scale.

John Habershon PhD

DCA is the proprietary methodology of Momentum Research, a London-based consultancy with deep roots in qualitative and quantitative market research — including non-verbal emotional coding, focus groups, and concept testing.

DCA was developed to bring the rigour of conventional research methods to the scale and speed that AI now makes possible. It is not a replacement for traditional research — it is a powerful, cost-effective complement to it.

Uniquely, DCA isolates the organic consumer voice — filtering out all promotional and influencer content before analysis begins. The result is insight grounded entirely in real, unprompted customer behaviour.

A Momentum Research methodology · London · momentumresearch.ai

About Momentum Research
John Habershon PhDFounder. 25+ years in qualitative research, non-verbal emotional coding, and AI-assisted analysis.
10+ sectors researchedHealth, FMCG, footwear, automotive, financial services, food, beauty, women’s health, and more.
Multi-platform & multilingualUK and Chinese platforms including Douyin and Xiaohongshu — bilingual reporting available.
YouTube channelVideo walkthroughs and case studies — Using AI in Qualitative Research.
Get in touch

Commission a DCA project

Whether you’re a brand, agency, or research team — tell us what you want to understand, and we’ll explain how DCA can help.

johnhabershon@momentumresearch.co.uk Tel: +44 7725 582093