Human Research in the age of AI
Accessible, affordable and remarkable market intelligence and human insights
The Wicked Industry
The traditional research industry is wicked in the most traditional sense – twisted and stuck in the past. They use outdated methodologies, archaic data collection techniques, and shallow analysis delivering mediocre insights at absurdly high prices. The fallout? Only the big dogs can afford top-tier research, leaving startups and smaller companies in the dust.
WickedWise is changing the game
We meet people where they are—on their devices—to engage them on what matters to them. Our Gamified research whatsapp bot uses multi-media prompts and gamification to spark honest, deep responses. Our agentic AI then digs in, delivering insights that are wicked good and analysis so sharp, it would make the wise Aristotle jealous. All this at up to 50% lower cost than traditional research. Sounds too good to be true? Ping us and put us to test.
When Wicked meets Wise
We are mavericks, innovators, non-conformists with insatiable thirst for knowledge - we are WickedWise. Our mission is to make sense of what people around the world think about everything, everyday. We empower businesses, non-profits and governments to navigate evolving trends, opinions, behaviours and norms and take decisions that matter.
Our unique methodology uses technology that people use everyday to uncover insights that business need everyday
WhatsApp Bot for Seamless Research
Engage respondents where they are—on WhatsApp. Our research bot collects real-time responses through intuitive and interactive conversations.
Multimodal Data Collection
Go beyond surveys—gather text, voice, images, and videos for richer insights.
LLM-Powered Analysis for Deeper Insights
Leverage the power of large language models to analyze data, extract trends, and uncover narratives with speed and precision.
Qualitative Insights at Scale
Capture nuanced human emotions and opinions with qualitative research, scaled effortlessly using WhatsApp Bot, Gamification and AI.
Low-Cost, High-Impact Research
We democratise research by delivering powerful insights without breaking the bank. Up to 50% cheaper than tradition research with high fidelity.
WickedWise Services
Wicked Insights
Go Beyond Data—Unlock Actionable Narratives
Wicked Insights translates raw data into actionable intelligence. We marry qualitative depth with quantitative breadth to surface human emotions, motivations, and unmet needs that drive decision-making.
✅ How It Works:
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Multimodal data collection (text, voice, video) for layered responses.
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LLM-powered thematic analysis to uncover hidden patterns.
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Heatmaps, sentiment clouds, and narrative breakdowns that visualize responses in real-time.
💡 Ideal For:
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Brands seeking deeper understanding of consumer motivations.
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UX teams validating user journeys and pain points.
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Policy organizations analyzing public sentiment.
Wicked Convos
Engage Audiences Through Games, Stories, and Chats
Wicked Convos creates interactive experiences that keep audiences hooked. From story-driven conversations to gamified polls, we make engagement feel effortless and entertaining while gathering deep insights.
✅ How It Works:
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Conversational scenarios tailored for WhatsApp engagement.
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Gamified decision trees to explore diverse consumer journeys.
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AI-driven sentiment analysis for emotional feedback.
💡 Ideal For:
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Media platforms building interactive experiences.
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EdTech platforms enhancing learning through stories.
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Brands creating immersive marketing campaigns.
Wicked Pulse
Monitor Market Sentiments in Real Time
In a world where public opinion changes by the minute, Wicked Pulse keeps you ahead. Our system tracks conversations, identifies sentiment fluctuations, and alerts you before things escalate.
✅ How It Works:
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Sentiment tracking through WhatsApp polls and conversations.
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AI-driven sentiment classification for early crisis detection.
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Dashboards that dynamically update in real-time, visualizing market mood.
💡 Ideal For:
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PR and brand teams managing online reputation.
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Political campaigns tracking voter sentiment.
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Crisis management teams anticipating narrative shifts.
Wicked Beta
Test, Iterate, and Refine with Real Users
Wicked Beta transforms product testing into an interactive feedback loop, enabling rapid iterations before your product hits the market. Our real-time, user-centric validation approach helps brands fine-tune experiences that genuinely resonate.
✅ How It Works:
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Prototype testing through WhatsApp chatbots.
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Real-time UX feedback with interactive tasks.
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AI-driven synthesis of feedback into actionable product changes.
💡 Ideal For:
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Tech startups launching new apps or features.
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Consumer brands fine-tuning product designs.
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E-commerce platforms optimizing checkout experiences.
Latest Industry Reports
Meet the Wicked & Wise
Out team comprises global industry veterans with decades of experience across market research, behavioral science, Big Tech, SaaS, and Business Consultancy services across organisations such as Meta (Facebook), Gates Foundation, BBC, Deloitte, Mode Research, Thomson digital, Macmillan Publishing, Howard Delafield International among others. These foxes have worked across over 21 countries in senior management roles and have helped shape brands, companies and large scale tech products and architectures.
Rachna Mathur
Chief Executive Officer
Rachna Mathur brings 17 years of expertise across eight countries, merging behavioural research and technology to drive change. As HDI’s Country Director, she led the creation of award-winning digital games for adolescent health and education. A pioneer in psychographic profiling and digital research tools, she has been instrumental in transforming the industry. With senior roles at UN organisations, US Government and private sector, Rachna has shaped innovative behaviour change strategies. At WickedWise, she delivers human-centered, evidence-based solutions for lasting impact.
Siddharta Swarup
Founder and Director
Siddharta Swarup is a global innovator with over 20 years of experience across five continents. A trailblazer in marketing, research, and technology-driven solutions, his work has impacted over 100 million lives. Siddharta has held senior leadership positions at some of the world’s most influential organizations, including the BBC, Meta (Facebook), the Gates Foundation and Howard Delafield International, driving transformative change before founding WickedWise to redefine the future of research and innovation.
Pankaj Varma
Founder and Chief Strategy Officer
Dynamic and results-driven leader with 15+ years of expertise in setup, strategy, and crisis management across BPO, Publishing, Supply Chain, Procurement, Manufacturing, and SaaS operations. Proven ability to drive innovation, optimize processes, and lead high-performing teams. Passionate about transforming challenges into opportunities, maximizing efficiency, and accelerating sustainable growth through strategic execution. Entrepreneurial mindset with a strong focus on ideation, experimentation, and turning bold ideas into impactful outcomes.
Aparna Raj
Chief Research Officer
Aparna brings a decade of experience in innovative research design and implementation. She has pioneered new research methodologies at HDI such as ML-based in-game data analytics and Whatsapp Bots while supporting traditional randomized control trials. In the past, Aparna has worked with organizations such as Girl effect, Dimagi and Care. At WickedWise Aparna is designing innovative research designs using conversational flows and analytical models using Ai.
