AYA Launches In Malta With Esprimi As Its Official Market Research Partner
Ask Your Audience (AYA), a market research platform that uses AI-powered models based on real people, has launched in Malta in partnership with local market research firm Esprimi.
The platform allows businesses to test ideas, concepts and advertising campaigns against digital representations of real people, generating feedback within minutes. AYA aims to make qualitative market research more accessible to businesses that may not have the time or budget for traditional research.
AYA co-founder Robin Cleland demonstrated the platform in Malta earlier this month, describing it as a decision-support tool that allows businesses to gather customer insights before making everyday decisions.
The digital twins are created using in-depth interviews with real people, with each profile capturing between 130 and 140 data points, including personality traits, lifestyle, hobbies, brand preferences and communication habits.
According to AYA, the models are validated against the people they represent, with an average alignment of 87% between their responses and those of the original participants. The platform currently holds 1,500 digital twins across several countries, including 372 from Malta, covering different ages, genders and occupations.
Users can conduct audience scans, concept tests, simulated focus groups, individual interviews and advertising evaluations. Pricing starts at €199 per project, with different options available for businesses and agencies.
AYA founder Benjamin Zammit said the platform was designed to bring customer feedback into everyday business decisions, rather than reserving research for major projects.
Esprimi chief executive Morgan Parnis said the partnership would introduce Maltese businesses to synthetic data, adding that digital twins built from real people offer a credible approach to this type of research.
During the demonstration, Zammit created a focus group using Maltese digital twins and compared the brands Nike and Adidas. The platform generated individual feedback alongside a summary identifying key themes.
AYA also plans to update its digital twins periodically by re-profiling the people they are based on, allowing the models to reflect changes in their attitudes, behaviours and circumstances over time.
The launch included a panel discussion featuring representatives from Mdina Partners and the Malta Food Authority, as well as a case study from Melita.
AYA's services are available through its website, where users can also ask a free question to try the platform.
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