DCA transforms millions of authentic online conversations into structured market intelligence — faster, deeper, and more cost-effective than conventional research.
“Not what people say when asked — what they say to each other.”
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
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.
Every DCA project follows the same rigorous methodology, adapted to the platform, category, and research objectives.
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.
Posts and conversations are scraped at scale using automated tools — capturing tens of thousands of records across multiple platforms for a wide, representative sample of consumer discourse.
All promotional, influencer, and spam content is removed. AI then analyses the clean dataset using qualitative frameworks — sentiment analysis, thematic coding, persona development, verbatim extraction.
Findings are compiled into structured, client-ready reports. Deliverables include brand sentiment tables, consumer personas, verbatim quote cards, and concept testing results — all from real customer data.
Video walkthroughs of the DCA methodology and real project examples — with more coming soon.
Featured — Methodology overview
How DCA transforms scattered online discussions into structured insights — revealing not just what people are saying, but how their brand experiences are evolving over time.
Case study — Sport & footwear
Coming soon
GLP-1 medications: consumer sentiment
Case study — Health
DCA has been applied across a wide range of categories, platforms, and geographies.
Multi-platform DCA across TikTok and Reddit, analysing organic UK consumer conversations about weight loss medication experiences, side effects, and healthcare access.
→3,395 organic conversations across Reddit and X analysed across seven brands. AI-powered persona development and visual concept testing against real consumer data.
→Analysis of Mumsnet and Reddit communities identifying key themes: HRT peer-troubleshooting, sleep disruption, and frustration with healthcare access across the UK.
→Reddit and TikTok DCA across the UK plant-based food category, tracking organic consumer attitudes to taste, convenience, and brand loyalty.
→DCA methodology applied to Chinese social platforms. Douyin dataset filtering, date-range cleaning, and bilingual reporting covering brand sentiment and product preferences.
→A full DCA project arc from subreddit selection to six-persona deliverable, exploring contemporary UK male identity, mental health discourse, and social expectations.
→Perspectives on methodology, platform intelligence, and the future of qualitative research.
The case for organic consumer voice — and why removing promotional content changes everything about what social data can tell you.
Coming soon Platform intelligenceNot all platforms are equal. A guide to organic content rates, audience profiles, and the right platform for each research objective.
Coming soon AI & researchHow DCA enables visual concept testing against real consumer data — without a single interview, focus group, or survey.
Coming soonDCA 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.
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