“I bought vegetables for Monday, but a team dinner came up, and they just sat in the fridge.”
What makes a shopper hesitate?
Meet Proby, your AI moderator.
In-depth conversations with real people.
Dozens or hundreds, all at once.
“A big bag costs less, but I end up throwing half away, so I buy smaller packs.”
“Eggs work for breakfast or fried rice. There’s always another way to use them.”
“Even when I plan the week’s meals, one late night at work throws everything off.”
“I’d love to try a new recipe, but I might only use the sauce once, so I don’t buy it.”
“When there’s tofu left from a stew, I pan-fry it the next day. That’s why I always keep some around.”
When meal plans change
What holds shoppers back
What makes an ingredient worth buying
BEHIND THE VOICEEvery quote has
Woman · 20sEvery quote has
a story behind it.
Woman · 20s
Two people. Different experiences.Man · 40s
Two people. Different experiences.Woman · 60s
Two people. Different experiences.“I bought vegetables for Monday, but a team dinner came up, and they just sat in the fridge.”
“A big bag costs less, but I end up throwing half away, so I buy smaller packs.”
“Eggs work for breakfast or fried rice. There’s always another way to use them.”
“Even when I plan the week’s meals, one late night at work throws everything off.”
“I’d love to try a new recipe, but I might only use the sauce once, so I don’t buy it.”
“When there’s tofu left from a stew, I pan-fry it the next day. That’s why I always keep some around.”
PERSONA 01
The practical weeknight cook
Woman20s
An easy meal, even when plans change
- Dinner plans often change at short notice
- Values a manageable portion over a discount
- Chooses smaller packs to avoid waste
- Prefers to buy only what she needs
- Needs portions that work for one meal
What the interviews reveal
Buy just enough for unpredictable days
- Unpredictable schedules make smaller portions more appealing.
- What they need: Small portions, bought as needed
a team dinner came upI end up throwing half away
PERSONA 02
The flexible meal planner
Man40s
Make ingredients work around a busy week
- Late workdays push planned meals back
- Prefers staples that work in several dishes
- Looks for ways to use what is already there
- Needs backup recipes with shared ingredients
- Values ingredients that carry into the next meal
What the interviews reveal
One ingredient, several possible meals
- Versatile ingredients make a change of plans easier to handle.
- What they need: Backup meals using the same ingredients
There’s always another way to use themone late night at work
PERSONA 03
The resourceful home cook
Woman60s
Use familiar ingredients to the last bite
- Avoids ingredients she might only use once
- Turns tofu into stew, then pan-fries the rest
- Wants to use up familiar ingredients
- Needs recipes that make leftovers useful
- Prioritizes less waste over something new
What the interviews reveal
Confidence it will get used beats novelty
- Knowing how to reuse an ingredient makes it easier to buy.
- What they need: Ideas for turning leftovers into another meal
I might only use the sauce onceI pan-fry it the next day
Go beyond the numbers.
Understand your customers.
Connect the patterns with the reasons behind them.
Discover what really shapes your customers’ choices.
Know your customers. Make better moves.
Who are they? Why do they leave? What’s holding them back? Interview real people. Get to know your customers like you know your friends.
Industry leaders choose Proby.
Customer Spotlight
Customer understanding. Business impact.
From each conversation to insights
Participants share their experiences honestly, without worrying about judgment.
Without pressure to give the right answer, participants speak in their own words. Hundreds of honest stories reveal the reasons and context behind their choices.- 3–4X
- Longer responses
- 93%
- Participant satisfaction
- 32.5 min
- Average speaking time
Man · 30s 🇺🇸
“In summer mornings, I skip cream because makeup pills. I use a serum and sunscreen instead.”
Skincare routine interview“When my chin breaks out, I use a soothing pad for about ten minutes.”
Use moment · skin concern“I check ingredients, but I also look for how other people actually used it.”
Verification · decision criteria“Capacity matters, but being able to reach the containers I use most as soon as I open the door matters more.”
Refrigerator decision interview“My kitchen is narrow, so I first looked for a model with a slimmer width rather than more depth.”
Kitchen layout · installationUse cases
From market research and concept testingto usability tests and diary studies.Take familiar research methods deeper and further.
01
02
03
04
05
06
07
Market Research
Proby probes into responses without a fixed script, surfacing patterns so your team can spot market gaps and decide what's next.
Learn moreBrand Research
Proby captures brand associations, emotions, and trust, so you can track how your brand lives in people's minds, in real time.
Learn moreSegmentation & Personas
Proby distills real people's traits from large-scale interviews into clear customer types, building evidence-based personas you can update as the market shifts.
Learn moreConcept & New Product Testing
Proby interviews hundreds of respondents to capture reactions and the reasons behind them, organized alongside quantitative metrics. Scale and depth, both covered.
Learn moreHome Usage Test (HUT)
Participants talk while using the product, and Proby asks about everything from first impressions to pain points. No home visits needed.
Learn moreUsability Testing (UT)
Bring together real user experiences and perspectives to find opportunities to make your product easier to use.
Learn moreDiary Study
Participants open a link and talk. Proby interviews them at every entry and organizes responses by date and time, so researchers get insights without chasing anyone.
Learn moreFAQ
Frequently Asked Questions
DATA SECURITY
Strict standards for your data and privacy
From data security to participant privacy, we apply strict protection standards throughout the research process.
Learn More About SecurityParticipant voice masking
Transform participant voices to reduce the chance of identifying someone by their voice.
PI Filter
Filter personal information in interviews to reduce the exposure of sensitive details.
Zero Retention
We apply a Zero Retention policy to protect customer data.
Data destruction agreement
We sign a data destruction agreement to clearly define our data destruction obligations.
End-to-End Encryption
All data is encrypted during transmission and storage
Data ownership
Your research data is fully yours — deleted immediately on request
Access Control
Control data access with granular permission management
Multi-Factor Authentication (MFA)
Add an extra layer of security with MFA. Protect against unauthorized access with SMS, authenticator apps, or hardware security keys.
Start your next study with Proby.
See how Proby fits your team’s research in a personalized demo.
