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.
All promotional, influencer, and spam content is removed. AI then analyses the clean dataset — sentiment analysis, thematic coding, persona development, verbatim extraction.
Findings are compiled into structured, client-ready reports including brand sentiment tables, consumer personas, verbatim quote cards, and concept testing results.
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
Building the dataset — scraping and filtering authentic consumer conversations about Wegovy and Mounjaro from Reddit and TikTok.
Part 2
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
How the six personas are translated into six distinct ad concepts, each grounded in the language and framing of real consumer conversations.
Part 4
The final phase — testing six ad mockups against the consumer dataset to assess resonance, authenticity, and real-world performance.
Published on LinkedIn — perspectives on methodology, platform intelligence, and real-world DCA project findings.
DCA analysis of nearly 1,000 organic conversations — revealing the real language of menopause, from HRT frustrations and sleep disruption to healthcare access and peer support.
Read on LinkedIn →
A deep dive into authentic GLP-1 consumer discourse — the real language of lived experience, side effects, identity shifts, and long-term commitment.
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DCA applied to male identity discourse on Reddit — exploring the gap between public masculinity narratives and what men actually say to each other online.
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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.
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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.
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DCA analysis of the UK plant-based food category — what consumers actually say about taste, texture, brand loyalty, and the gap between marketing claims and lived experience.
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DCA analysis of how EV owners talk about insurance — pricing anxiety, claims complexity, and the gap between industry messaging and consumer reality.
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How DCA enables rigorous concept testing against real consumer data — without a single interview, focus group, or survey respondent.
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The case for AI-powered persona development — why DCA-grounded personas are more empirically robust and more actionable than those built from traditional qual methods.
Read on LinkedIn →
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.
Whether you’re a brand, agency, or research team — tell us what you want to understand, and we’ll explain how DCA can help.
Tel: +44 7725 582093
We typically respond within one working day.