Brand Insights: what your buyers ask AI, and who it names
Brand Insights is Intura's research on the questions real people ask about your brand's category, in the market and language you set. It finds those questions on the web, asks AI each one, and shows whether the answers name your brand, which competitors they name instead, which sites they cite, the keywords in the answers and the customer segments behind the questions.
You describe your category in your own words, so a niche like halal sunscreen for teens gets its own research. Below is each run, step by step.
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How does Brand Insights research a brand?
Each run finds the questions your buyers ask, asks AI every one, and reads what the answers say about you and your competitors.
- Step 1
Describe your brand, category, market and language
Add your brand with its website, a short description, its category in your own words (for example "halal sunscreen for teens"), the market you sell in and your buyers' language. Intura drafts your brand context from your website and keeps your competitors and products on file.
Indonesia, Malaysia and Vietnam come with their communities, platforms and regulators built in, so a skincare question in Kuala Lumpur isn't researched the same way as one in Jakarta. Any other market works from what you enter.
- Step 2
Draft the customer segments
Intura drafts the customer segments for your category and market, each with a name, traits, needs and pains. They stay the same from run to run until your category, market or language changes, so the segment views compare like with like.
- Step 3
Find real questions on the web
Intura searches the web for the questions people actually ask about your category, starting from three places: communities and comments, search results, and complaints and reviews. Each pass may only report questions it found on pages it actually retrieved, posted in the last six months, and it is told never to invent one.
It runs once for discovery and once for consideration and compare, so you see both how buyers start looking and how they weigh options.
- Communities and comments: forums, Reddit, Quora, Facebook groups, TikTok, YouTube and Instagram comments, and marketplace Q&A. Local examples include Kaskus in Indonesia, Lowyat in Malaysia, and Voz and Tinhte in Vietnam.
- Search: "People also ask" boxes, autocomplete-style queries, related searches and the questions articles are written to answer.
- Complaints and reviews: the problems and doubts people describe right before or right after they buy.
- Step 4
Label each question and group by meaning
Each question is labelled with an intent, a topic, the pain point behind it, its keywords, the names it mentions and the customer segment most likely to ask it.
Questions that mean the same thing are grouped, so a question and its paraphrases become one question with several phrasings, shown as "other ways people ask it".
- Step 5
Apply the naming rule
No question ever names your own brand, so the answers show whether AI brings you up on its own. Discovery questions name no brand at all ("Which sunscreen is safe for teenage skin?"). Consideration and compare questions may name competitors ("Wardah vs Emina for oily skin?"), because that is how buyers compare.
- Step 6
Rank and verify
Questions found by more than one separate research pass rank first. The best of each stage are then checked again on the web: how widely the question is asked, where, and how well existing answers cover it. Questions the check rejects are replaced by the next best.
Each run keeps an even split: half discovery, half consideration and compare. If your niche has too few questions in one stage, the other stage fills the run.
- Step 7
Ask AI every question
Every question is answered by an AI assistant that searches the web and cites its sources. Each answer is read for whether it names your brand and in what position, which competitors and other brands it names, whether it recommends them and in what tone, the sites it cites and its keywords.
- Mentioned: the % of answers that name your brand, and its average position.
- Competitors: the brands named instead of or alongside you.
- Citations: the sites the answers cite, grouped by kind of site.
- Opportunity: questions asked widely but answered poorly, where a new page can win.
- Step 8
Track every question over time
Each run's questions are matched to earlier ones by meaning. A question keeps its first-seen date, gets a new last-seen date when it reappears and leaves the active view after a month unseen. Demand is compared with earlier runs to mark each question new, rising, stable or declining.
Keywords, brands and segments are pooled over the last two weeks of answers, with newer answers counting more.
What does Brand Insights show?
One view per brand: Questions, Keywords, Brands and products, Segments and Citations.
Tracked questions
Topic, intent, stage, when each question was first and last seen, its trend and opportunity, and whether AI named your brand in the answer.
Question detail
The pain point, other ways people ask it, its keywords, the competitors in the answer and the sources it cites.
Keywords
The keywords and topics in the answers, and a graph linking topics, keywords and brands.
Brands and products
Mention share and how often AI recommends each brand, with your brand and your competitors marked, and how AI talks about them.
Customer segments
Your segments with their share of the questions, traits and needs, and the questions each one asks most.
Citations
The sites AI cites for your questions, grouped by kind of site, by segment and by topic, with your own site marked.
Who uses Brand Insights?
Teams who need to know what their buyers ask before they decide what to say.
Brand and marketing managers
See whether AI names your brand when buyers ask, who it names instead, and how that moves from run to run.
Content and SEO teams
Start from real questions with an opportunity score instead of a keyword list, and write for the ones nobody answers well.
Product and insight teams
Read the pain points and segments behind the questions, in the language your buyers used.
Brand Insights vs keyword research vs social listening
They answer different questions. Keyword tools estimate how often a term is searched; social listening counts what's said about names you choose; Brand Insights starts from your category and shows what buyers ask and whether AI names you.
| Brand Insights | Keyword research tools | Social listening tools | |
|---|---|---|---|
| Starting point | Your brand's category, market and language | A seed keyword | Brands and terms you choose to track |
| Main unit | A real question, grouped with its paraphrases | A keyword | A post or mention |
| Demand signal | A proxy from how widely and consistently a question is found | Search-volume estimates | Mention volume |
| AI answers | Whether AI names your brand, who it names instead and the sites it cites | Not covered | Not the focus |
| Why people ask | Intent, stage, pain point and customer segment for each question | Intent labels on some tools | Sentiment of posts |
| Refresh | Weekly on paid plans, with first-seen and last-seen per question | Varies by tool | Varies by tool |
Intura makes the product in the first data column, so read this comparison with that in mind. The other columns describe a typical tool in each category, not any one product.
What Brand Insights doesn't tell you
Read the numbers with these in mind:
- Demand is a proxy built from how widely a question was found. It isn't search volume.
- Keywords, brands and segments come from AI answers to your brand's questions, so they describe what AI answers say and cite, not everything consumers post.
- Research reaches communities through web search, so private groups and logged-in feeds are out of reach.
- A narrow niche with little public discussion yields fewer questions; when one stage comes up short, the other stage fills the run.
- On the free plan each brand gets one run. Weekly refreshes are on paid plans.
Brand Insights: common questions
What is Brand Insights?
Brand Insights is Data AI Search's research on the questions real people ask about your brand's category, in your market and language. It shows whether AI answers name your brand, which competitors they name instead, the sites they cite, the keywords in the answers and the customer segments behind the questions.
Which categories and markets does Brand Insights cover?
Any category you describe for your brand, in any market and language you set. Indonesia, Malaysia and Vietnam come with their communities, platforms and regulators built in, and common categories such as Beauty & Personal Care come with their sub-areas, so research there goes deeper from the first run.
Where do the questions come from?
From Google Search research in communities and comments (forums, Reddit, Quora, Facebook groups, TikTok, YouTube and Instagram comments, marketplace Q&A), search results (People also ask, autocomplete-style queries) and complaints and reviews. Questions are only reported when found on retrieved pages, ranked by how many separate passes found them, and checked on the web.
Why don't the questions name my brand?
So the answers show whether AI brings your brand up on its own. Discovery questions name no brand at all; consideration and compare questions may name competitors, because that is how buyers compare, but never your brand.
How often is Brand Insights updated?
Every week on paid plans, with the weekly refresh switched on. The free plan gets one run per brand. Each run uses 1 credit; the first run for a new brand is free.
How is Brand Insights different from keyword research?
Keyword research starts from a term and estimates its search volume. Brand Insights starts from your category and returns real questions, grouped with their paraphrases, with intent, stage, pain point, an opportunity score and what AI answers say about you. Its demand index is a proxy, not search volume.
How is Brand Insights different from social listening?
Social listening tracks mentions of brands and terms you choose across social platforms. Brand Insights finds the questions your buyers ask, verifies them on the web, and shows whether AI answers name you, who they name instead and what they cite.
Is Brand Insights on the free plan?
Yes. On the free plan each brand gets one full run with every view. Paid plans refresh it every week.
See what your buyers ask AI
Add your brand with its category, market and language, and the first run is free.
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