Alex Charlton

Founder, True Stories

I've spent over 25 years in customer insight, brand strategy, and innovation, working both client- and agency-side. For most of this time I was a managing partner at the two full-service insight agencies that I co-founded, Essential and Craft.

I'm a lover of all research methods, but have been a practising qual researcher for much of my career and have over 1,000 group discussions, depth interviews, and consumer ethnographies to my name.

Why I built True Stories

Initially, I developed True Stories for my own work. I wanted to see what would happen if I combined the best AI models, with a workflow designed for customer insight projects, and 150+ of the best marketing, consumer psychology, and behavioural science frameworks.

Because of the philosophy behind it and the way it works, I'm told by the insight teams who are using True Stories that it's by far the best qualitative data analysis tool on the market.

I see True Stories as a tool that experienced insight professionals can harness to elevate their work. Forget the summarisation-without-analysis and AI slop you're no doubt used to. True Stories is a very different animal.

Get in touch to arrange a demo. If you have existing qual transcripts, even better - we can do a live co-analysis of your data, so you can judge the quality of the analysis and reporting for yourself.