&facts

What Is &facts?

&facts is a market research platform built for eCommerce brands that need consumer and product insights without running traditional surveys or focus groups. Instead of spending weeks designing questionnaires, the platform pulls from billions of real-world data signals and turns them into a usable report within minutes. The core idea behind &facts is replacing guesswork with evidence drawn from actual consumer behavior rather than stated preferences, which often diverge from what people actually do. This mirrors a broader shift in market research thinking, where behavioral data is increasingly viewed as more reliable than self-reported survey answers.

&facts is built for brand strategists, founders, and eCommerce teams who need to validate a product idea, track a competitor, or spot an emerging trend before it becomes obvious. It's particularly suited to growing direct-to-consumer brands that don't have an in-house data science or research team but still need credible, data-backed answers quickly.

Who Is the Owner of &facts?

&facts is owned and operated by ANDFACTS LIMITED, a UK-registered private company. The company remains independently owned by its founder and has not been acquired by a larger firm.

Who Is the Founder of &facts?

Sohaib Ahmed founded &facts after working in banking and financial services as a chartered accountant. In a personal account of the company's origins, Ahmed described attending an ethical finance conference in November 2019 that pushed him to rethink his career path, eventually leading him to build a platform focused on data democratization for smaller brands. He continues to serve as founder and CEO today.

When Was &facts Launched?

&facts was founded in 2020, according to both the company's LinkedIn profile and third-party startup databases. The platform later joined NVIDIA Inception in March 2023, a program supporting startups building AI and machine learning capabilities, which helped strengthen its underlying data engine.

Where Is the Company Located?

&facts is headquartered in Birmingham, United Kingdom. The company operates primarily in the UK market but serves eCommerce brands more broadly, without publicly listed additional international offices

Key Features of &facts

• One-Click Market Reports: Instead of manually building a research plan, users can generate a full market report almost instantly, with the platform handling data sourcing and analysis in the background. This removes the traditional bottleneck of designing surveys correctly, since wrongly worded questions have historically been a major source of bad research data.
• Product Insights Engine;: his feature validates whether a new product idea has real demand before a brand invests money in developing and launching it. Teams can check consumer interest early, which reduces the financial risk tied to guessing at product-market fit.
• Trend Spotting: &facts monitors shifts in consumer behavior so brands can catch emerging trends before competitors notice them. Acting early on a trend can translate into a meaningful head start in fast-moving eCommerce categories.
• Competitor Analysis: The platform lets brands dissect what competitors are doing well and adopt similar strategies for their own positioning. Several customer testimonials specifically highlight this feature as valuable for understanding where rivals stand in the market.
• International Expansion Insights: Brands looking to enter new markets can access region-specific data to understand demand before committing resources to expansion. This reduces the risk of misjudging demand in an unfamiliar market.
• Continuously Updated Data: Unlike static reports that go stale after publication, &facts refreshes its analysis continuously so brands always work from current information. This matters most in categories where consumer preferences shift quickly and outdated data can lead to poor decisions.

Best Use Cases of &facts

&facts works well for eCommerce brands preparing to launch a new product, since the platform can validate demand and refine positioning before a launch happens rather than after . Brand strategists and agencies managing multiple client accounts also benefit, since the platform speeds up research that would otherwise require separate surveys for each client project.

Founders entering new geographic markets can use the international expansion data to gauge demand before investing in inventory or marketing spend. Smaller teams without dedicated research or data science staff are a strong fit too, since the platform is designed to make insights accessible without technical expertise.