Yabble
Yabble is a New Zealand-based generative AI company, now a subsidiary of YouGov plc, that provides a cloud-based market research platform with four AI tools (Virtual Audiences, Gen, Count, Summarize) for insights, marketing, and product teams at Fortune 500 brands and mid-market research firms.
- Company typePrivate
- Founded2013
- HeadquartersHamilton, New Zealand
- Headcount11–50
- GTM typeB2B
- OfferingSoftware
What Yabble does
Yabble is a New Zealand-headquartered generative AI company, founded in 2013 (originally as The Thinking Studio) by Kathryn Topp and Rachel O'Shea, that builds a subscription-based, cloud-native AI market research platform. Its product suite comprises four integrated tools: Virtual Audiences, which generates AI personas and market insights via a proprietary augmented data model and retrieval-augmented generation; Gen, an AI research agent that enables natural-language exploration of structured and unstructured data; Count, which performs automated theming, sub-theming, and sentiment analysis on unstructured text; and Summarize, which condenses long-form documents into actionable summaries. The platform combines custom fine-tuned models, complex prompt engineering, an augmented data model drawing on diverse reputable sources, and integrations with GPT-3, NLP, NLU, and NLG, delivering benchmarked outputs at roughly 90% accuracy versus traditional research at a fraction of the time and cost.
Yabble serves B2B insights, marketing, product, and executive teams across verticals including consumer packaged goods, quick-service restaurants, retail, utilities, media, and healthcare, with named customers such as Procter & Gamble, Meta, McDonald's, Colgate, Carlton United Breweries, Foodstuffs NZ, Contact Energy, Sky NZ, and Mad Mex. The company runs a hybrid go-to-market combining a sales-led enterprise motion targeting Fortune 500 brands via demo booking and bespoke multi-year contracts, with a self-serve SaaS subscription model starting at under US$750 per month. All subscription tiers include full access to all four tools, unlimited user licenses, and API access, with GDPR and CCPA compliance and a walled-garden data environment that does not use customer data for model training.
In August 2024, Yabble was acquired by YouGov plc (LSE: YOU), an international research and data analytics group, integrating Yabble's generative AI technology with YouGov's proprietary panel data as the foundation of its AI platform. The company maintains offices in Auckland, New Zealand (headquarters) and New York, USA, and serves customers globally across Oceania, North America, and Europe following its October 2023 European market entry. Yabble has been recognized in the GRIT Top 50 Most Innovative Supplier list (2023), and CEO Kathryn Topp has been named an Insight250 winner for three consecutive years and recognized as a laureate by the Insights Association.
Yabble firmographics
Firmographics- Name
- Yabble
- Legal name
- THE THINKING STUDIO LTD trading as YABBLE
- Website
- https://yabble.com
- Company type
- Private
- Founded year
- 2013
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Yabble is a New Zealand-based generative AI company, now a subsidiary of YouGov plc, that provides a cloud-based market research platform with four AI tools (Virtual Audiences, Gen, Count, Summarize) for insights, marketing, and product teams at Fortune 500 brands and mid-market research firms.
- Ownership category
- akta.pro rank
Yabble industry classification
Industry- Product category
- AI Market Research & Consumer Insights Software
- NAICS
- Software Publishers (513210)
- SIC
- Services-Prepackaged Software (7372)
- akta.pro primary industry
- LLMOps & Generative AI Platforms (Prompt/Agent Orchestration, RAG) (HDAEANAD)
- akta.pro secondary industry
- Generative AI & LLM Solutions Services (RAG, Agents, Copilots) (BPAEAHAG)
Keywords
Where Yabble is headquartered
LocationHeadquarters
- HQ city
- Hamilton
- HQ country
- New Zealand
- HQ region
- Oceania
Offices2 records
Markets served
Yabble business model
Business model- GTM type
- B2B
- Offering type
- Software
- Cost components
- Technology or R&D, Personnel, Marketing or Sales, Infrastructure, Operations
Revenue model
- Subscription SaaS Platform: Cloud-based subscription platform with multiple tiers. Subscriptions start from under US$750 per month on a monthly equivalent basis. Annual tiers depend on team size and budget. All annual plans include unlimited user licenses, API access, and dedicated customer support. Bespoke enterprise option and custom pricing solutions available for specialized requirements.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Monthly | Monthly subscription - entry-level |
| Subscription | Annual | Annual subscription - standard tiers |
| Subscription | Multi-year contract | Enterprise/Bespoke |
Go-to-market motion2 records
Distribution channels3 records
Marketing channels8 records
Yabble product offering
Product offeringCore offering
Yabble is a subscription-based, cloud-native generative AI market research platform offering four integrated tools (Virtual Audiences, Gen, Count, and Summarize) that automate the analysis of structured and unstructured data, generate AI-powered audience personas, theme and quantify sentiment in text, and summarize documents. The platform targets enterprise insights, marketing, and product teams to replace slow manual research processes with AI-generated, research-grade outputs in minutes.
Product overview
Yabble is a subscription-based, cloud-native AI market research platform providing a suite of four integrated tools. Virtual Audiences generates topic-specific AI personas using augmented data for audience insights and feedback on visual content. Gen serves as an AI research agent enabling natural-language exploration of structured and unstructured data with automated tables and summaries. Count provides automated theming, sub-theme identification, and sentiment analysis across large volumes of unstructured text. Summarize transforms text files into actionable insights through instant AI-powered summarization. All four tools are included in every subscription tier, with full access to Gen, Count, Summarize, and Virtual Audiences across monthly and annual plans.
Differentiator
Problem solved
Functional benefit
Brands
- Virtual Audiences: AI-powered tool for generating topic-specific insights and AI personas based on research questions, using augmented data model integrating diverse reputable sources.
- Gen
- Count
- Summarize
Products and services
- Virtual Audiences AI-powered tool for generating topic-specific insights and AI personas based on research questions. Uses Yabble's proprietary augmented data model integrating diverse reputable sources to build tailored knowledge lakes, produce market-insight reports, summarize key trends, and generate fact-based AI personas powered by retrieval-augmented generation. Users can chat with AI personas using natural language and receive feedback on visual content (JPEG, PNG, WebP).
- Gen AI research agent for exploring structured and unstructured data. Specifically designed to interpret, analyze, and provide fact-based answers derived solely from customer data without hallucinations. Users upload CSV data and query conversationally to generate automated tables and summaries, filter by custom variables, and explore insights holistically.
- Count
Quantifiable outcome
- 995x faster than expert human coder
- +7 more outcomes
Companies that use Yabble
Customer profileNamed customers12 records
Segments6 records
Ideal customer profiles2 records
Yabble technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- Yes
- API docs
- API detail
Core technology
AI maturity
App detail
AI capability7 records
Feature6 records
Yabble partnerships and signals
Strategic signalPartnerships
One partnership is on record.
- YouGovcoreYabble was acquired by YouGov in August 2024. The acquisition integrates Yabble's technology with YouGov's core Data Products to accelerate AI-enabled features and set the standard for generative AI in market research. YouGov's proprietary panel provides gold-standard attitude and opinion data as the foundation for Yabble's AI platform. Early adopters of Yabble's technology include some of YouGov's largest clients.
Scale indicators9 records
Recent moves8 records
Expansion highlights6 records
Yabble competitors and assessment
Company assessmentMarket position
Competitive moat5 records
Key highlights7 records
Customer concentration
Yabble social profiles
Digital presenceYabble compliance and trust
Trust signalCompliance2 records
Yabble financial estimates
Financial estimateRevenue estimate
Valuation estimate
Yabble leadership team
Management profileNumber of profiles
Profiles5 records
Yabble funding detail
Funding detailFunding overview
Funding rounds4 records
Investors9 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Yabble M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Yabble
What does Yabble do?
Yabble is a subscription-based, cloud-native generative AI market research platform offering four integrated tools (Virtual Audiences, Gen, Count, and Summarize) that automate the analysis of structured and unstructured data, generate AI-powered audience personas, theme and quantify sentiment in text, and summarize documents. The platform targets enterprise insights, marketing, and product teams to replace slow manual research processes with AI-generated, research-grade outputs in minutes.
Is Yabble a public or private company?
Yabble is a private company. It is classified as corporate owned and is currently operating.
When was Yabble founded?
Yabble was founded in 2013. It employs 11 to 50 people.
Where is Yabble based?
Yabble is headquartered in Hamilton, New Zealand, in the Oceania region.
How does Yabble make money?
One revenue line is on record: subscription SaaS Platform.
Does Yabble have an API?
Yes. API access is included in all annual plans. All customer data stays inside Yabble's secure, walled-garden environment and is never used for model training. Customer proprietary data is only stored in that customer's account and is not used to train any LLMs or Yabble models. For specific questions or requirements regarding the API, users are directed to contact the Yabble team for support and guidance.
What industry is Yabble in?
Yabble's product category is AI Market Research & Consumer Insights Software. Its primary akta.pro industry code is HDAEANAD, LLMOps & Generative AI Platforms (Prompt/Agent Orchestration, RAG), with a secondary code of BPAEAHAG, Generative AI & LLM Solutions Services (RAG, Agents, Copilots). Its NAICS code is 513210 and its SIC code is 7372.