Market research is supposed to help companies understand their customers. But for too long, the process has been slow, expensive, and disconnected from the pace of culture. A traditional Attitude & Usage study — the industry’s gold standard for understanding how people think and behave — can take months and cost hundreds of thousands of dollars. By the time the results arrive, the consumer conversation has already moved on.
For brands navigating a market where social media can make or break a launch overnight, that lag isn’t just inconvenient — it’s dangerous.
That’s the problem Ideally, a New Zealand–born research platform, set out to solve. Now, after two years of working with global giants like Burger King, Bonds, and Google in Australia and New Zealand, Ideally has officially launched in the United States.
And to anchor its U.S. expansion, the company appointed Nikkia Reveillac as its Fractional Chief Brand & Strategy Officer.
A Leader Who Blends Creativity and Strategy
Reveillac is no stranger to helping industry-defining companies make bold decisions. She previously served as the Global Head of Research at Twitter and as Global Head of Insights for Brand, Reputation, and Emerging Experiences at Netflix, where she helped define the company’s first brand promise. She also held senior roles at Colgate-Palmolive, where she developed oral care innovations tailored to Sub-Saharan Africa.
Beyond her corporate track record, Reveillac brings a unique lens as a former professional dancer, a Caribbean woman from Trinidad and Tobago, and the founder of Birds Uncaged, a private community designed to help ambitious professionals align work with personal meaning. She also hosts The Significance of Others podcast, where she explores how human connection fuels both creativity and leadership.
It’s this combination of global expertise, multicultural perspective, and people-first leadership that Ideally’s founders believe will give the company an edge as it scales in the U.S.
“Market research is at an inflection point. For too long, it’s been a gatekeeper rather than an enabler of creativity and innovation. Ideally flips that script by putting people at the center and making insight as dynamic as the world we live in,” Reveillac said in the launch announcement.
Building With People, Not Just For Them
At its core, Ideally is about making consumer research fast, inclusive, and actionable. Instead of static reports that live in PowerPoint decks, the platform delivers overnight insights from diverse, validated audiences. Its AI-assisted tools synthesize responses into decision-ready recommendations, allowing marketers, creatives, and innovators to iterate with confidence.
The company’s newest feature is a modern take on Attitude & Usage studies — but done in days, not months. This “living pulse” lets brands continuously update their understanding of categories and demographics, rather than relying on outdated snapshots.
The impact is already clear:
- Burger Kingvalidated new burger concepts and loyalty messaging in days, not months.
- Bondstested Robert Irwin as an ambassador, resulting in the brand’s most successful campaign ever with 9 billion impressions in 24 hours.
- Rémy Cointreauused Ideally to test packaging for a new American whiskey. Within three days, insights pointed to the winning design, giving distributors the confidence to back the launch.
As co-founder Joshua Nu’u-Steele explains: “The future belongs to brands that build with people, not just for them — and Ideally makes that possible.”
Why It Matters Now
According to Ideally’s onboarding notes, the company’s mission is to “democratize insights, giving businesses of all sizes the ability to iterate and develop ideas effectively.” In practice, this means enabling everyone — from veteran insights leaders to marketers without a research background — to tap into credible consumer feedback without the prohibitive costs and timelines of traditional studies.
This democratization is especially critical in the U.S., where brands face enormous pressure to innovate faster while navigating an environment where cancel culture and consumer scrutiny are amplified online. One wrong message, image, or product can quickly become a reputational crisis.
By making insights fast and accessible, Ideally is positioning itself not just as a research tool, but as a kind of launch insurance policy — helping brands test, learn, and pivot before mistakes go public.
The Bigger Picture
Reveillac’s appointment signals that Ideally’s U.S. strategy isn’t just about speed, but also about credibility and leadership. With two decades of experience shaping brand promises and building emotionally intelligent teams, she embodies the balance of instinct and evidence that modern insights demand.
For companies struggling to keep pace with Gen Z consumers, shifting cultural dynamics, and the rapid-fire nature of social media, that balance could be the difference between a campaign that soars and one that flops.
As Reveillac put it: “That’s the kind of transformation I’ve spent my career advocating for, and why I’m excited to help bring it to life in the U.S.”
