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Revolutionizing the way insights are created.

For answers to this, that, and everything. Yabble it.

Why Yabble?

From revolutionary Virtual Audiences that give you insights in minutes, to a suite of AI tools that allow you to analyze your data 1000x faster than a human – Yabble is the leading AI solution for every stage of research. Built with a combination of custom algorithms, tens of thousands of hours of training and world-class Large Language Models – Yabble is trusted by leading brands globally.

For answers to this, that, and everything. Yabble it.

The Yabble story

Founded in 2017, Yabble is a cutting-edge generative AI company that's revolutionizing the world of insights, working with Fortune 500 companies globally to bring AI into their insights practice.

A first-of-its-kind insights ecosystem built on game-changing AI products, we help brands enrich their customer understanding and generate transformative knowledge that drives growth and innovation.

Acknowledged in the GRIT Top 50 Most Innovative Supplier list for 2023, and the GRIT Top 25 Most Innovative Market Research Technology Supplier list for 2023, Yabble is established as a leader in this space.

Comprised of experts from six different countries, our team has a relentless focus on building world-leading products using state-of-the-art artificial intelligence technology. That means consistently ensuring we’re developing our business using the best of the best, including our own proprietary algorithms and the world's best LLMs. 

Team shot-Resized

The future of insights

Kathryn Topp, an award-winning researcher, winner of the ESOMAR Insights250, and AI entrepreneur with more than 25 years of insights industry experience, founded Yabble alongside co-Founder Rachel O’Shea who brings extensive expertise leading marketing teams in large organizations globally.

In every corner of the globe, there’s a market for what Yabble offers. Our products are suitable for businesses of all sizes and sectors, and we’re already used by some of the best-known names in the world, including Fortune 500 companies, supermarket chains, media titans, retailers, energy companies, and FMCG producers.

Yabble plays an integral role in the growth and innovation of brands in the United States, Australia, and New Zealand, and we've got plans for even bigger expansion. The demand is growing, and the sky’s the limit. Welcome to the insights revolution.

See what Yabble customers have to say...


"Yabble has enabled us to very quickly make sense of open ended verbatims with great accuracy and clarity. We are quickly able to identify core themes and sentiments allowing us to deep dive where it matters most. It is also great at taking qualitative transcripts and summarising them in short and concise summaries. This enabled us to unlock additional key insights missed in original interviews.”

Alessandro Trainini
Director Analytics and Insights | Procter & Gamble


“The Yabble platform turns what’s usually quite a cumbersome, costly, time-intensive process into something quick, easy, and cost-effective — meaning we can actually perform market research more regularly and get more from our data.”

Nick Cook
General Manager of Marketing | Mad Mex


"We love Yabble for Quant Open Ends: We just tried doing this for the first time and love it. We are going to make sure we do this for all of our studies moving forward. We like the trends and themes analysis."

Yabble User
Co-Founder, Managing Partner | Anonymous Market Research Agency


"I used the Summarize product to analyze about 10 executive interviews. I usually plan between 2-3 hours per interview for the analysis and report writing. The entire process using Yabble took 15 minutes (uploading and analysis). When I checked the quality versus what I would have written - the were no exclusions or inclusions that shouldn't have been. The final product I delivered to the client took about 3 hours instead of 30. Qualitative analysis of 1-1 interviews is traditionally a long, tedious process. Yabble was brilliant in making that process quick and simple. Speed is one thing, but the level of similarity between what I would have done manually and what it did automatically was very surprising."

Gregg Archibald
Managing Partner | Gen2 Advisors


“Hey Yabble has exceeded our expectations; in a matter of minutes, it identifies and counts the themes as well as providing sample comments. So this not only saves me time and money, but the counting function improves the quality and reliability of insights I can provide to the business. I was a little skeptical at first at how accurate the AI technology could be, but I’ve validated the output so many times and seen the value that I’m now very comfortable relying on Hey Yabble.”

Megan Walker
Research and Insights Lead | Contact Energy


"For us, Yabble has the potential to remove this [manual] effort, provide super specific and accurate feedback for the thousands of responses we receive on a monthly basis and do that for all responses in a fraction of time of what it would take should we manually analyze. This ultimately means that we can provide to teams as actionable insight as possible and really show specific direction for improvements whilst minimising our analysis time and making us more efficient."

Yabble User
CX Insights Lead | Anonymous Online Travel Agency


"Putting our customers’ needs at the heart of our innovation is crucial. Our Sky Nation Customer Community run using Yabble’s tools is one of our greatest assets for rich conversations and ideation."

Head of Marketing Strategy, CX & Data Insights
Sky NZ


"Yabble is next level! Our team was after in-depth consumer insights. Rachel and her team were incredible! They delivered robust insights which enabled us to design a product our consumers want. We needed consumer research in a complex market. The research results will enable us to launch a project designed by the target consumer. In addition, the platform was fast and very intuitive to use. Therefore, I would highly recommended."

Bridget G. - Collected via G2
Marketing Manager | Small-Business (50 or fewer emp.)


"For the first time, we were able to effectively gather real-time data at a smaller activation cost and provide valuable feedback for future activation."

Senior Manager, Consumer & Shopper Insights
Carlton United Breweries


“When COVID hit, we were already using Yabble in-house across a range of services. Panic buying was an early concern, and using Yabble’s software, we were able to immediately detect what percentage of our market had already participated in panic buying so we could forward plan.”

Dominic Quinn
General Manager, Marketing & CX Strategy | Foodstuffs NZ