MindSurf · creative research

Human intelligence at the speed of AI.

MindSurf tests creative work with real people. A study runs in a day.

Test your decision → How a study runs
85of 100 would buy
150shoppers, 3 countries, 1 day

Three decisions.

What the team thought. What people did. What was decided.

The team thought

People did

Decided

The full study →
How a study runs

Start with the people.

50Bulgaria
49Greece
51Saudi Arabia
Wrapper+18
Cookie photo+26
Claims+23
Logo+5
Flavour name+23
Gluten-free badge+7
1 / 3

FitSpo, October 2026

One change to the winning pack.

Concept 3 carried its flavour name in white on foil. Concept 2 used dark lettering. The scores said to combine them.

0
As drawn
of 100 would buy
0
With dark lettering
of 100 would buy
+10
Average, all markets
Bulgaria +9, Greece +13, Saudi Arabia +9

Banana chocolate pack. The other three flavours rose by similar amounts.

AI can build things now. Our job is to think.

We use real people, and we design the experiment around the work.

Publications

What we think.

Manifesto

Separate to see. Combine to make.

Critical thinking separates. Creative thinking combines. One skill, and the mathematics that joins it.

Read → Case

One sign, three readers.

One farmers market sign. The average said one thing. The spread said something better.

Read →

Three studies, in full.

The pack

FitSpo

Three concepts, four flavours, 150 shoppers in three countries.

Open → The logo

Pawcourt

Twenty-five candidates, two rounds with pet owners.

Open → The sign

Fresh Harvest

Sixteen headlines, 312 shoppers in Atlanta.

Open →

Bring the idea.

A pack, a logo, an ad, a concept. Thirty minutes is enough to plan the study.

Book a call → Request a quote