Track the
feelings that
drive all of our
decisions
A bi-weekly sentiment tracker of the fears, worries, and anxieties people have—the fundamental drivers underneath every choice they make
FEAR DIARY tracks what a population is genuinely afraid of, week by week. Every other week we ask people to describe the worries moving through the people around them, in their own unprompted words, and turn it into named fears, feelings, and a reading of the mood underneath. Fear is the operating system beneath every consumer choice, every vote, every loyalty. Read it, and you understand what's actually driving your audience before they could tell you themselves.
Methodologies
People perform when asked about their own fears, they give the answer they think they're supposed to give. So we ask them to describe the people around them instead. The pressure drops and the truth comes out, because what someone notices in everyone else is usually what they can't admit about themselves.
We code what we're looking for before the data arrives, so we see what's missing as clearly as what's there. When something the world assumes people are worried about turns up at zero, that absence is the finding no one knows about.
No priming, no examples, no nudging. Every question is wide open and they write freely. The themes come from what they actually say, so we hear the worries in its own language, the small hours, the lost appetites, the things people can't shake.
Each wave uses a structured sample across the agreed demographic groups. Because each respondent describes the people around them, a small honest sample can reveal patterns that direct questions miss.
Offers
Intelligence Tracker
— £1,000/month
Full access to the bi-weekly tracker. What people are afraid of, the named fears and feelings behind every shift, and where each fear sits across the three social settings.
Tracker Stack
— £1,500/month
Fear Diary plus full access to the wider Early Studies trackers. Three trackers, one subscription, read side by side.
Run-Your-Own
— £10,000 Set Up + £12,000 a month
Your own ongoing instrument. A dedicated tracker built on our methodology, tuned to your category and your questions, challenges, opportunities, tracking your audience over time.