What can’t MotivAI do (yet)?

At this stage, MotivAI is not designed to provide literal or straightforward answers to specific questions.

It’s also designed for consumer-centric questions about consumer-level behavior: not business ideas and strategies.

While the platform does offer predictive insights, its primary function is to analyze structures of language and decode systems of meaning to identify themes and demand spaces.

In other words, MotivAI doesn’t tell you what to do. It tells you how the consumer thinks.

Then, you must figure out how to respond to the ways consumers are thinking, given your own understanding of your business and the categories within which you operate.

Examples of questions MotivAI is not designed for:

  • "What are the top three ingredients shaping consumer interest in fermented foods?"
  • “What should COMPANY X do to reposition itself as a health-conscious and forward-thinking manufacturer of products?”
  • “What do coffee companies want when they buy a new brand of oat milk at scale?”

These types of questions are more directive and seek explicit, itemized answers. MotivAI is not built to address such queries in a literal manner.

Of course, you can still leverage MotivAI Assistant to help think through the research results and brainstorm areas of application, after asking MotivAI a more consumer-centric question.


The current version of MotivAI has certain restrictions to ensure accurate and contextual interpretation of your queries.

It has not been designed to directly answer questions: It’s job is to perform an anthropological analysis and decode the dominant themes of meaning shaping the topics that you query.

Our approach to AI is focused on strengthening our anthropological capabilities and making our research more actionable and usable for our clients. If you would like to learn more about how we're using AI to not only preserve the human-centric element of anthropology but also enhance it, please read the following article.