Ideally, the New Zealand-born research platform transforming how brands create with their customers, is officially launching in the United States. Alongside the expansion, Ideally has appointed Nikkia Reveillac, former Global Head of Research at Twitter and Head of Brand & Reputation Insights and Emerging Experiences at Netflix, as its Fractional Chief Brand & Strategy Officer.
At Netflix, Reveillac was instrumental in defining the company’s first brand promise, and at Twitter, she led the global research organization’s efforts to improve how users, advertisers, and developers leveraged the platform. At Ideally, she will drive the company’s U.S. brand and growth strategy, bringing her human-centric approach to innovation into the fast-changing market research industry.
A Modern Alternative to Traditional Research
Market research is still plagued by multi-month timelines, prohibitive costs, and static insights, forcing many companies to refresh foundational understanding only once every few years. Ideally flips that model, giving brands overnight access to continuous, living data so they can validate assumptions and co-create with real consumers at every stage of innovation.
The platform blends researcher-built AI with inclusive research design to deliver rapid insights from diverse, validated audiences. Its newest capability, a modern take on Attitude & Usage (A&U) research, helps companies quickly uncover how people use products and feel about entire categories without the months-long processes that have traditionally been the norm.
During its two successful years in New Zealand and Australia, Ideally has worked with global brands like Google and Burger King to help cut their research timelines to days and make consumer-driven decisions.
- Google used Ideally to test user perceptions overnight during sprint cycles, getting feedback fast enough to influence product decisions without sacrificing rigor.
- Burger King tested new burger concepts and loyalty program messaging in days instead of months, helping them pivot quickly on promotions and product launches.
- Bonds validated Robert Irwin as a bold new brand ambassador and went on to deliver its most successful campaign ever, generating 9 billion impressions in the first 24 hours.
“Ideally is expanding to the U.S. because companies here are under enormous pressure to innovate faster, but they often skip meaningful validation,” said Joshua Nu’u-Steele, co-founder of Ideally. “The future belongs to brands that build with people, not just for them — and Ideally makes that possible.”
“Market research is at an inflection point. For too long, it’s been a gatekeeper rather than an enabler of creativity and innovation. Ideally flips that script by putting people at the center and making insight as dynamic as the world we live in”, says Nikkia Reveillac. “That’s the kind of transformation I’ve spent my career advocating for, and why I’m excited to help bring it to life in the U.S.”
About Ideally
Founded in New Zealand in 2023, Ideally is the modern market research platform purpose-built for creativity and innovation. It helps organizations test ideas, shape propositions, and co-create with real audiences using rapid, inclusive methods and AI-powered synthesis. By bringing overnight insights into the creative and product process, Ideally ensures brands can move faster while staying closer to the people they serve.
Trusted by 200+ leading brands — including Google, Starbucks, Burger King, Afterpay, and 25+ top creative agencies — across the U.S., Australia, New Zealand, and Singapore, Ideally transforms research into commercial growth and creative advantage, driving bigger ideas, bolder decisions, and better outcomes.
