Tap into the power of unstructured data

Unstructured data is a hidden goldmine of information that most businesses leave untouched.

We help organisations unlock its value through the power of

What is unstructured data?

Unstructured data is qualitative data, typically stored in a text, video, image or audio format. 

It includes data that is publicly available online such as social media sites, forums and review sites,  as well as in-house sources like survey open ends and interview transcripts.


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Look beneath the surface.

Many businesses rely heavily on social listening tools to makes sense of online conversations. We dig deeper. 

Our proprietary engine collects, analyses and visualises unstructured data, quickly and efficiently. 

Our team of data scientists and market researchers then turn this data into actionable insights that guide strategic decisions.

Applications supports a wide range of business questions

[Case study] How AI revealed what drives impactful commercials for ITV

[Case study] Mining online reviews to improve product positioning for headphone manufacturer

Example projects include: 

– Analysing 1,000s of public documents to uncover the link between customer centricity and financial performance

– AI-powered analysis of airline Executive Club open-ends

[Case study] Diagnosing heartburn pain points for US consumers

[Case study] Shaping talent strategy for a global pharma company

Example projects include: 

– Benchmarking performance for a UK restaurant, based on online reviews and conversations

– Rapid due diligence project for a potential acquisition target in the European Pet Food market

[Case study] Brand health tracking for a global luxury fashion company

Example projects include: 

– Online brand tracking for UK charity to measure brand awareness and campaign impact


Discover unconscious truths

Eliminate ‘noise’ from unstructured data and uncover the why behind what consumers really think, feel and do.

Increase marketing effectiveness

Craft messages that resonate with customers, identify new innovation opportunities and improve the customer experience.

Make decisions with confidence

Combine multiple datasets to develop a deeper perspective on customers’ needs and behaviours.

Save time and money

Collect and analyse vast amounts of data at a fraction of the cost and time of traditional research techniques.

AI proprietary toolkits

Answering your business questions.

We have access to thousands of online data sources through subscriptions, APIs and web scraping. 

Creating our own models, including topic modelling, emotion detection, semiotics and generative AI to reveal unconscious truths.

All specifically built to answer our clients’ business challenges. absorbs, structures and quantifies conversations to tell powerful data-driven stories that inform business decisions.” v conventional social listening tools

Conventional Social Listening

Access to lots of online data sources (social media, forums. Blogs, news)
Using Strat7’s own data access and any social listening tools you may want us to access

Build basic self-service dashboards to identify trends

Track key hashtags and keyword mentions per market

Stay on top of emerging events and potential crises

Collect unstructured data on lots of competitor brands
Possible, but requires many dashboards to be set up and reviewed – which can be very time and labour intensive

Careful handling of unstructured data
(Removing irrelevant posts, duplicates, near duplicates, weighting of retweets and original posts)

Some social listening platforms have started to do this, but are not as effective as applying rules on the raw, unstructured data

Access to specialist review and forum websites through specialist webscrapers

Integration of lots of different datasets (e.g. sales data, search data, internal customer feedback) to develop a 360 view

Topic Modelling to break down conversations into trackable topic areas; using technology

Analyse unique language associated with your brand and products (by topic area and market)

Advanced analysis not easily available on social listening platforms Including: Emotion Detection, Image Analytics and Word Co-Occurrence

Expert STRAT7 consulting to translate interesting insights into actionable insights, aligned to core business questions

Get in touch.

Let us know how we can help you use AI to drive strategy and growth.

Alternatively, please drop us an email at


Joe Lockey

Senior Analyst

Joe joined us after completing rotations across our consumer, services and health sectors, whilst gaining exposure to both qualitative and quantitative research techniques.


Alice Hedlund


Alice has experience in customer-centric growth, brand strategy and innovation at global scale. She specialises in brand transformation journeys, bridging the gap between business and brand strategy to create holistic and actionable plans for impactful growth.

Helen Donald


Job Title

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Tom Carvell


Tom has a science background with a PhD in Materials Chemistry. He has spent most of his career working on in-house front-end innovation where he delivered mid/long term strategic projects for brands such as Durex, Scholl, Veet and KY. He is focussed on delivering pragmatic but provocative innovation strategy for CPG categories.

Manick Pratheeban

Senior Principal

Manick is a brand strategy and consumer insight specialist with 15+ years’ experience helping to grow some of the world’s biggest brands. He has a proven track record of translating trends, consumer, and market data into actionable insights to formulate growth strategies.

Kate Jones

Senior Principal

Kate has over a decade of experience in creating transformative strategies for customer-focused businesses. With a background in consumer insight and behaviour change across consumer health, packaged goods, leisure, banking and other sectors she focuses on elevating the customer experience to create human-centric innovations and foster impactful growth.

Jacob Gascoine-Becker


Jacob specialises in leveraging consumer research to inform investment strategy and business case development. A management consultant since 2014, he previously spent eight years working in ecommerce and digital marketing.

Ines Achabal

Senior Analyst

Ines is inately curious and creative. She is known for her expansive thinking when exploring client challenges and elevating the visual quality of outputs to maximise their impact.

Helene Mills


Helene has 20+ years’ experience advising business leaders and investors on growth strategy based upon consumer and market intelligence. Her particular specialism lies in leisure, retail, food and beverage sectors.

Helen Donald

Helen Donald


Helen has consulted businesses at different stages of growth across a variety of sectors, specialising in consumer packaged goods and consumer healthcare. She is an adept strategist, bringing clarity to the most complex of situations and connecting dots to create rich, future-proofed platforms for innovation, brand positioning and growth.

Allan Chen STRAT7 Advisory

Allan Chen

Senior Principal

Allan’s core skillset provides an analytical and commercial lens to address client challenges. He started his career as an actuary, and since then has held a broad range of strategic roles, improving performance across the private and public sector.


Björn Dufwenberg

Managing Director​

Björn has 15+ years’ experience in insight-driven transformation, across management consulting, as well as brand and innovation agency roles. Most recently he headed up the Customer-Led Transformation practice at PwC Sweden, until joining STRAT7 in 2021. He’s worked on global projects covering consumer goods, durables, spirits and beverages, retail, banking, and private equity.

Kamilla Dala

Senior Principal

Kamilla has 10+ years’ experience leading and implementing insight-driven transformation within global matrix organisations in durable and consumable goods. Areas of expertise cover segmentation, uncovering and translating actionable consumer insights within innovation, product development, brand positioning, strategy and marketing.