About TruStrata
AI for market research, designed by researchers
Our Founders
John Pitchers
Co-FounderJohn has a strong background in quantitative customer experience research, large scale brand tracking and using R.
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John is a co-founder of TruStrata with academic training in sociology and social research methods, with a particular focus on quantitative analysis.
He began his career in customer experience research at MaritzCX and later Savanta, supporting large-scale brand tracking programmes. Alongside this work, he developed expertise in R and Python, building tools to automate workflows and deliver rapid ad-hoc insights.
John is passionate about creating research technology that is clear, practical, and trustworthy for users.
Vivek Thaker
Co-FounderAn avid programmer, Vivek has over 20 years of experience spanning client-facing research, advanced analytics and data science.
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Vivek is a co-founder of TruStrata with more than two decades of experience working at the intersection of insight and data science. He has held senior roles building self-serve analytic tools for large-scale tracking programmes and supporting clients with insight delivery and presentations.
With an academic background in Artificial Intelligence and Psychology, he has developed advanced reporting and modelling solutions across KPIs, inferential statistics, Bayesian methods, and key driver analysis. Vivek believes technology should enhance, not replace, human expertise in research.
Danny Sims
Co-FounderCo-founder of TruStrata, founder of DJS Research and a fellow of The MRS, Danny has 30+ years of experience in market research.
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Danny began his market research career in 1995 and founded DJS Research in 2001, growing it into a leading full-service agency. In 2021, he transitioned the business to employee ownership and now serves as Chairman and Trust Board member.
He has a close association with the Market Research Society and was elected a Fellow in 2025 in recognition of his contributions to the sector.
As a co-founder of TruStrata, Danny brings deep industry experience and a strong belief in using technology to support and strengthen research.
Our IntelligentAgenticHuman Led Solutions
Built by researchers, for researchers
TruStatMind automates data preparation, statistical testing, modelling, and reporting
Transform your qualitative data
TruVerbatim focuses on unstructured data, transforming open-ended responses and feedback into structured insight.
“When you partner with us, you’re not just getting cutting-edge technology – you are getting a team that understands your workflows and who is committed to your success.”
John Pitchers – Co-Founder
Our Story
The idea for TruStatMind had been taking shape for years through Vivek’s work with statistical models and client-built tools. In September 2023, he met John while hiring him for a major brand tracking project. As they collaborated, the same thought kept returning, especially when handling messy SPSS data: “If only we had a product like this.”
Throughout 2024, Vivek and John kept circling back to the same frustrations they’d experienced. Despite the rapid rise in large language models and new analytics products, nothing truly understood the language of market research or offered the transparency required for high-stakes client work. There was still a large gap in quality between ai and market research. Each conversation added another piece to the puzzle of what a better solution might look like.
In early 2025, the idea was reignited, this time as a commitment to build. There was no name yet, just a clear goal: to create an agentic AI for market research analytics app that we would genuinely want to use in our own day jobs. The concept was pitched to Danny, who challenged the team with a simple question: “Can you show me something?”
A month later, the first working version, then called ‘Sense’, was built. It demonstrated SPSS cleaning and transformation, rapid crosstabs, key driver analysis, and correspondence analysis, all through natural language, reducing work that once took days or weeks to minutes.
That prototype marked the birth of TruStrata, a company founded on creating AI-powered products we would love to use ourselves, built specifically for market research data, workflows, and questions.