# True Stories

> True Stories is an AI-powered qualitative research analysis platform that applies 200+ behavioural science, consumer psychology, and marketing frameworks to interview and focus group transcripts. It delivers framework-driven analytical conclusions — not summarisation — from qualitative market research data.

- Built by qualitative researchers for qualitative researchers. Not a general-purpose AI tool adapted for research.
- Orchestrates multiple specialist AI models: embedding models for semantic understanding across languages, retrieval models that find the most relevant evidence for each query, reranking models that prioritise the strongest evidence, and large language models with extended thinking for analysis.
- Every analysis finding must originate from transcript evidence. Prompts of 3,000–5,000 words per analyser enforce evidence standards and explicit anti-hallucination instructions.
- Supports transcripts in 75+ languages without prior translation. All analysis and reporting is produced in English. Verbatim quotes can be displayed in original language or translated within the platform.
- Used by insight agencies and client-side insight teams across three continents.

## Platform

- [True Stories Website](https://www.truestories.earth/): Company homepage, overview, and contact information
- [About](https://www.truestories.earth/about): Background on founder Alex Charlton and the platform's origins
- [Contact / Book a Demo](https://calendly.com/truestoriesai/30min): Schedule a 30-minute demo
- [Full Platform Documentation](https://ai.truestories.earth/llms-full.txt): Comprehensive product documentation in markdown

## Capabilities

### Project Types
- **General** — for all standard qualitative research: usage and attitudes, brand research, customer journey mapping, segmentation studies
- **Creative** — for evaluating audience response to advertising creative, with per-idea diagnostic scorecards and Go/Develop/Rethink/Drop verdicts
- **Concept** — for testing product concepts and features, with Kano-model feature diagnostics

### Analysis Enhancers
Eight specialist analysers, each grounded in established theoretical frameworks:
- Usage & Attitudes — behavioural and attitudinal baseline
- Customer Segments — distinct audience groups by attitudes, behaviours, and needs
- Brand Perception — brand identity across product, organisational, personality, and symbolic dimensions
- Customer Drivers — psychological and functional motivations behind behaviour
- Barriers & Friction — rational and psychological blockers to adoption or switching
- Customer Journey — experience mapping from awareness through loyalty or churn
- Creative Effectiveness — 10-dimension diagnostic evaluation of advertising creative (Creative projects)
- Concept Response — Kano-model feature diagnostics for product concepts (Concept projects)

### Analysis Genie
Reads the research brief and designs a complete analysis plan: sequences the enhancers in optimal order, crafts specific questions for each, and includes a "Challenge" question that tests assumptions in the brief.

### Targeted Analysis
Filter analysis by transcript tags (e.g. geography, gender, age group) to focus on specific sub-samples while retaining full analysis context for framing.

### Follow-up Questions
Every analysis response supports conversational follow-up. Ask for reasoning, challenge insights, request evidence for specific claims, or explore tangents.

### Report Generation
Multi-stage pipeline producing four debrief-ready documents from the analysis corpus:
- **Mini Report** — key insights, recommendations, segment profiles, and direct responses to research objectives
- **Strategic Narrative** — story-driven version suitable for slide decks and presentations
- **Analysis Digest** — re-examined synthesis with moderator notes integrated
- **Appendices** — complete analysis corpus for reference

### Additional Features
- Moderator notes integration: tests researcher observations against systematic AI analysis, documenting convergence and divergence
- Verbatim quote insertion with transcript search, tag filtering, and translation
- Export to Word (.docx) and PDF with full multilingual rendering support
- Automatic and manual transcript tagging with tag map Excel upload

## Key Differentiators

- **Analysis, not summarisation**: applies theoretical frameworks to explain why people behave the way they do, rather than grouping and labelling quotes
- **200+ established frameworks**: Jobs-to-be-Done, Self-Determination Theory, Aaker's Brand Identity Model, Innovation Resistance Theory, COM-B Model, Cognitive Dissonance Theory, and many more
- **Evidence-grounded**: every finding must trace back to transcript data; the system says "the evidence is limited" rather than fabricating confidence
- **Speed**: a full qualitative project can move from transcript upload to client-ready report documents in a single afternoon
- **Multilingual by design**: analyse transcripts in 75+ languages without translation; produce all outputs in English

## Company

True Stories Ltd (Company No. 16186619) is incorporated in England and Wales. Registered office: Unit 3 Chiltern Court, Asheridge Road, Chesham, Buckinghamshire, HP5 2PX, United Kingdom. Founded by Alex Charlton, a qualitative researcher with 1,000+ group discussions, depth interviews, and consumer ethnographies across clients including Amazon, BBC Studios, Microsoft, Netflix, Samsung, Sony, Starbucks, and Warner Bros Discovery.