Decision intelligence
mTab turns your research, data, and market signals into the decisions your team needs to make now.
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Pulse Welcome back, Dana
Senior Manager – Customer Insights
3 priorities today
EV consideration dropped 4.2 points among first-time buyers
Third consecutive monthly decline in the Q3 tracker, concentrated in first-time buyers under 35. Hybrid consideration rose in the same cohort.
Brand tracker · Wave 14 First-time buyers U.S. EV market
Suggested action
Brief product planning on a hybrid-consideration gap study for compact SUV shoppers before the roadmap review.
Pulse Welcome back, Priya
VP Marketing – Streaming
3 priorities today
Subscriber churn intent rose among 18–34 households after the price change
Intent to cancel in the next 90 days is up 5.1 points in the youngest cohort. Verbatims cite value for money against two rival bundles.
Subscriber tracker · Wave 9 Households 18–34 Pricing
Suggested action
Brief retention on a value message for 18–34 households before the next billing cycle, and test a bundle offer in two DMAs.
Pulse Welcome back, Marcus
Director of Product – Snacks
3 priorities today
Protein claims overtook low-sugar as the top purchase driver among younger shoppers
Purchase-reason importance shifted 4.4 points in two waves. Your core line carries neither claim.
Category tracker · Wave 22 Shoppers 18–34 Claims
Suggested action
Brief innovation on a protein-forward variant and test the claim against the current pack in the next concept round.
Pulse Welcome back, Elena
Head of Customer Experience – Retail Banking
3 priorities today
Onboarding satisfaction fell 6 points after the app release for customers over 55
The drop is isolated to one cohort and one journey stage: identity verification. Other cohorts improved.
CX tracker · Wave 31 Customers 55+ Onboarding
Suggested action
Share the stage-level cut with digital and branch teams, and add an assisted path for identity verification.
Illustrative signals
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Welcome back, Dana
Senior Manager – Customer Insights
3 priorities today
EV consideration dropped 4.2 points among first-time buyers
Third consecutive monthly decline in the Q3 tracker, concentrated in first-time buyers under 35. Hybrid consideration rose in the same cohort.
Brand tracker · Wave 14 First-time buyers U.S. EV market
Suggested action
Brief product planning on a hybrid-consideration gap study for compact SUV shoppers before the roadmap review.
Your signals · 2 new
Charging confidence improved despite flat EV share
U.S. EV market / Market conditions 7h ago 2 sources
A competitor extends compact SUV lease incentives in three regions
Competitor / Incentives 9h ago 3 sources
Owner satisfaction dipped around infotainment reliability in two models
Owner study / Q3 · mTab Research 1d ago 1 source
Range expectations among younger buyers moved above 300 miles
Brand tracker / Attribute expectations 2d ago 2 sources
Why did EV consideration fall among first-time buyers, and is it price or range?
Both, but price leads. Across the last three tracker waves, first-time buyers under 35 cite monthly payment 2.3× more often than range as the reason for dropping an EV from the shortlist. Range expectations did rise, but hybrids are absorbing that demand.
Answers are grounded in your connected research and data, with the sources shown.
Built around your world
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750+
Ford employees using mTab insights worldwide
Ford Motor Company
More than 750 people across Ford make customer, market and product decisions from the same insight, faster.
Read the story350+
internal and external datasets unified
Jaguar Land Rover
One place to see what customers think across every study, and a foundation for Pulse to watch it continuously.
Read the storyTop 5
global streaming service
Leading Entertainment Company
Viewer insight informs show development and retention decisions across the company, in time to matter.
Read the storymTab is a decision intelligence platform for enterprise brands. It brings together your research, customer data and market signals, then tells each team what changed, why it matters and what to do next. More than 1,500 brands use mTab, including Ford, Toyota and Kellanova.
Decision intelligence is software that helps teams decide what to do next. It connects the data a company already has, identifies what changed, explains why it matters and recommends an action. Business intelligence reports what happened. Decision intelligence shows what deserves your attention.
Learn about decision intelligenceInsights and research teams use mTab to analyze and report on large, multi-market trackers and studies. Leaders in brand, marketing, product, strategy, customer experience and sales use it to see what changed in their market and decide what to do next.
See mTab by teamBI tools show you data and leave the interpretation to you. mTab does the analysis to research standards, with weighting and significance testing, ranks what changed for each role and recommends a next step. Every answer links back to the study and data behind it.
Decision intelligence vs. business intelligenceYes. mTab is ISO 27001 certified and TISAX assessed, and supports single sign-on with your identity provider. Access is controlled by study, client and team, data-provider terms are enforced, and AI-assisted work is reviewed, with an audit trail, before it reaches stakeholders.
Security and governanceBring one tracker or study. We'll show you what Pulse would surface for your team before we meet.
