How it works

Three steps, every time

1. 01

   You ask

   Type a business question about a brand, artist, place or audience. We match every name to Qloo's catalogue. If a name could mean two things, you pick.

2. 02

   We measure

   Before looking, the AI writes down what it expects. Then our code queries Qloo, and SEC EDGAR or the US Census when the question needs company financials or who lives in an area, and calculates every figure. The AI never types a number.

3. 03

   We check

   Before you see the answer, every number is traced to its source (Qloo, an SEC filing or a Census table) and advice wording is blocked. Click Source on any number to see it.

The model reads your question, plans and writes. Our code does everything that touches a number. The lanes below show who owns each step.

• High · Medium · Low

  Confidence

  Confidence (High, Medium, Low) rates how complete and fresh the data was, not how likely the answer is to be right. Fixed rules set it; the AI can't.

• Affinity ×

  Affinity

  Affinity means shared taste. It is not sales, market share or cause.

• Window Apr–Sep 2025

  Trends

  Trend figures come from Qloo's latest trend window, Apr–Sep 2025.

• Fiscal period

  SEC figures

  Company financials are as reported in SEC EDGAR filings, company-wide, with their fiscal period. A brand may be a small part of its company, and private companies have none.

• ACS 5-year

  Census figures

  Area figures are US Census ACS 5-year estimates about residents, with their vintage: not customers, foot traffic or spending.

• No data

  Missing data

  Missing data says No data, never zero.

• No individuals: group-level taste only.
• No politics, religion, health, ethnicity or other sensitive traits.
• No decisions about housing, credit, jobs or insurance.
• No buy, sell or price advice.

We decline these before any data is fetched and suggest a question we can answer.

• Profiles

  Search a brand, artist, public figure, podcast, TV show or film by its exact name for a one-page taste profile. Open one from the search bar.

  Search bar

• Screener

  Rank brands in a category by taste across markets. Each row links to that brand's profile.

  Sidebar · Screener

• Following

  Keep questions in this browser and re-run them when you choose. Each run is shown as it is; it does not claim what changed.

  Sidebar · Following

Place questions cover neighbourhoods in 13 US cities: Atlanta, Austin, Boston, Chicago, Dallas, Denver, Houston, Los Angeles, Miami, Nashville, New York City, San Francisco and Seattle. Markets cover 51 US cities. Trends cover brands and TV shows. Profiles cover brands, artists, public figures, podcasts, TV shows and films.

Taste data: Qloo. Company financials: SEC EDGAR filings. Area figures: the US Census Bureau's American Community Survey through the Census Data API; this product uses the Census Bureau Data API but is not endorsed or certified by the Census Bureau. Reading questions and writing answers: Claude, by Anthropic. Numbers and checks: our own code. Each answer is dated when it was made.

Qloo

Taste affinities, trends and audience indices

Group level only

SEC EDGAR

Reported figures of listed companies

Company-wide, by fiscal period

Census ACS

Who lives in an area: population, age, households, income

Not endorsed or certified by the Census Bureau

OpenStreetMap

Named places near a location

© OpenStreetMap contributors, ODbL. Counts are a floor

Claude by Anthropic

Reads the question, plans and writes the prose

Never types a number

Our own code

Fetches, computes and checks every number

The same code for every answer