We are Basis Global.

Rich, multi-market research that reveals what people do, what they care about, and how it’s changing.

Segmentation built to drive decisions, not just describe people. We turn data into usable, insight-rich frameworks that shape strategy across the business. 

The new way to bring your segments to life. 
Built from real data, our AI Personas are dynamic, updatable, and designed for activation. Give product, brand, and media teams the insight they need to make smarter, faster decisions. 

Go beyond what people say. Uncover what really drives behavior. Our U&A studies deliver the clarity you need to shape better strategy, messaging, and innovation.

Most trackers miss the point. They collect data but skip the insight. Show shifts but can’t explain why. We help insight teams turn tracking into a strategic tool with our ACTS framework: Accountable, Customized, Timely, and Strategic.

Strong brands don’t just show up. They show up with purpose. We help you define where your brand plays, how it wins, and why it matters, with everything rooted in real-world insight. 

Too many brands. Not enough clarity. 
We help you organize, focus, and optimize your portfolio so each brand pulls its weight.

You don’t need another Venn diagram. 
We help brands carve out distinctive, defendable positions based on what their audience actually cares about.

Big ideas need more than a brainstorm. We help you shape innovation pipelines around unmet needs, market whitespace, and commercial upside. 

See around corners and act before your competitors do. We map future consumer shifts, cultural movements, and category evolutions to guide smarter long-term bets. 

Stay ahead of what’s next. We monitor trends, categories, and cultural shifts to keep your teams informed, aligned, and ready to move.

Don’t guess. Test before you launch. We validate new ideas with your target audience to uncover what works, what doesn’t, and why. 

Price isn’t a number, it’s a strategy. We help you find the right price points to maximize demand, revenue, and market share. 

Real-time campaigns need real-time insight. 
We track what’s landing, what’s not, and why, so you can adapt messaging, improve effectiveness, and prove brand impact. 

Test ideas before they’re fully baked. 
We help you evaluate creative territories and concepts with your target audience, so you can refine fast and launch smarter.

Make sure your message lands. 
We test tone, clarity, and resonance across audiences to help you say the right thing, in the right way, to the right people. 

Decode behavior at the moment of choice. 
We go deep into mindset, habits, and context, so you know what drives decisions and how to shift them. 

Understand every step between intent and buy. 
Whether online or in-store, we map the full journey to show how consumers navigate, compare, and ultimately choose.

Today’s shopper journeys are messy. We help you make sense of them. 
Using qual, quant, and digital tools, we map how people actually move from trigger to purchase, meaning you can influence behavior at every turn. 

Where experience meets conversion. 
We help you optimize physical and digital retail spaces to increase engagement, boost loyalty, and drive results. 

Good UX is invisible. Bad UX costs you sales. 
We evaluate digital journeys to uncover what’s working, what’s blocking, and how to improve every click, swipe, and step.