In this guide, we review the 9 best survey tools of 2025. Each one is assessed for its features, strengths and ideal use cases, so you can choose a platform that delivers trustworthy insights, fast.

The 9 best survey apps in 2025

1. Attest
2. Typeform 
3. Google Forms
4. Survey Monkey 
5. SurveySparrow 
6. Qualtrics 
7. Pollfish
8. Jotform 
9. Quantilope

Best survey tools at a glance 

Choosing the right platform can feel overwhelming with so many options on the market. To help you compare, here’s a snapshot of the nine leading survey tools covered in this guide. We’ve included their best use cases, standout features and G2 ratings.

1. Attest: Best for fast, high-quality consumer insights

Attest is a research platform designed to help you make business decisions with confidence by prioritizing data quality, tailored research and robust insights for brands like Reddit, Interflora and Premier Foods.

With access to over 150+ million consumers across 59, Attest makes it easy to reach your target audience , whether that’s a broad consumer group or niche segment.

Instead of relying on a single survey panel, Attest connects to hundreds of sample providers. This means your surveys fill up to 3× faster and avoid the bias that comes from asking the same people over and over again.

To keep results trustworthy, every survey response passes through three layers of quality control — impossible, improbable and behavioral checks — so you can be sure the insights you see are both genuine and reliable.

On top of this, Attest uses AI to make analysis faster and sharper. Boards automatically select and visualise key insights, AI data analysis digs deeper into segments and variables, and AI summaries speed up the review of qualitative responses which means less time spent sifting through data and more time acting on it.

Attest helps businesses understand customer preferences and trends to enable informed decision-making throughout sectors like food and beverage, financial services and media and entertainment.

As one G2 reviewer notes: “Attest offers an impressive and intuitive platform for gathering consumer insights swiftly and accurately. The ease of use, combined with detailed analytics, makes it an invaluable tool for data-driven decisions.”

Standout features:

• Global audience reach: 150+ million consumers across 59 with precise demographic and behavioural filters.
• Dedicated research team: A dedicated Research Manager supports you with planning, unlimited survey reviews and analysis guidance to ensure reliable results.
• Data integrity guaranteed: Built-in safeguards reduce bias and low-quality responses to ensure trustworthy results. 
• Interactive results dashboard: Build custom charts and interactive Boards that automatically surface and visualise key insights using AI which transforms complex data into clear, shareable stories. 
• Simple, transparent pricing: Fixed rates per audience type make research costs straightforward and predictable.
  

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2. Typeform: Best for brand alignment

Typeform is a survey and form-building platform best known for its sleek, conversational survey design. The platform focuses on creating engaging experiences that feel more like a conversation than a questionnaire. This design-first approach helps increase response rates which makes Typeform a popular choice for marketers, UX researchers and startups who want surveys to reflect their brand personality.Instead of overwhelming respondents with a full list of questions, Typeform presents one question at a time in a clean, interactive format. This keeps surveys lightweight, approachable and enjoyable to complete.

Many G2 reviewers have commented on the platform’s ease of use, with one user remarking, “I love how easy it is to create professional-looking forms that people actually enjoy filling out.”

Typeform also integrates with essential tools like Slack and Salesforce and features an AI know-pilot that helps you build more effective forms, ask relevant follow-up questions and analyze data.

Standout features:

• Custom branding: Choose fonts, colors, images and videos to match your brand identity.
• Advanced conditional logic: Create dynamic question paths that adapt based on responses to enable more targeted and relevant responses.
• Integrations: Connect with 100+ apps including HubSpot, Slack and Salesforce and Zapier.

3. Google Forms: Best for quick, no-cost surveys

Google Forms is a free, browser-based tool that’s perfect for simple surveys, quizzes and feedback forms with no special software required. Its biggest strengths are simplicity and accessibility: anyone with a Google account can create and share a form in minutes.

It seamlessly connects with Google Sheets, delivering instant results and visual summaries like charts and graphs. This ease of use makes it especially popular with small teams that need fast, straightforward data collection.

As one Capterra reviewer remarks, “It integrates well with Google Sheets and provides real-time responses. What’s more, it’s completely free with several templates and themes readily available to choose from.”

Standout features:

• Free to use: Zero subscription fees and virtually no response limits.
• Real-time collaboration: Multiple users can edit and manage forms together.
• Question variety: Use multiple choice, dropdowns, file uploads and more.

 4. SurveyMonkey: Best for all-purpose survey research

SurveyMonkey is a leading survey platform trusted by over 260,000 organizations worldwide, including brands like Uber, Adidas and Samsung.

Users can choose from 500+ expert templates or use its AI-powered builder to quickly create polished forms and surveys. SurveyMonkey has a global audience panel with respondents in 130+ countries.

The platform makes it easy to turn feedback into actionable insights with automated charts, filters and crosstabs. Users can quickly see both summary and individual responses, generate visual reports and apply advanced logic to hone in on nuanced insights that drive better outcomes.

It also features integrations with over 200 platforms, like Mailchimp and Salesforce. One G2 user notes, “It’s a really intuitive, easy-to-use tool and can be integrated with various systems, including Microsoft applications, emailing solutions, and even third-party databases to load and store data and responses.”

Standout features:

• AI-powered survey creation: Build surveys faster with smart question suggestions.
• Global reach: Access a panel of 335M+ respondents across 130+ countries.
• Advanced analytics: Use filters, crosstabs and sentiment analysis for deeper insights.

5. SurveySparrow: Best for conversational and recurring surveys

SurveySparrow is a survey platform that delivers chat-like experiences and supports recurring feedback collection.

The platform’s conversational surveys mimic real dialogues, helping respondents feel more relaxed and boosting completion rates compared to traditional forms. Beyond web and mobile, SurveySparrow also allows surveys to be distributed via platforms like WhatsApp, Slack and Microsoft Teams which makes it easier to reach people where they already spend time.

As one G2 user puts it: “SurveySparrow’s conversational interface makes surveys feel like natural chats, boosting engagement and response rates.”

SurveySparrow also supports NPS surveys which enables organizations to reliably measure customer sentiment. Alongside this, the recurring surveys feature, makes it well-suited for continuous feedback programs such as employee pulse checks or customer satisfaction tracking. This combination of conversational design, NPS measurement and multichannel distribution makes SurveySparrow a strong choice for HR, marketing and customer experience teams.

Standout features:

• Conversational surveys: Chat-like survey design that feels more natural to respondents.
• Recurring surveys: Automate regular feedback cycles for employees or customers.
• Ticket management: This feature allows you to convert customer feedback into actionable support tickets to close feedback loops in real time.

6. Qualtrics: Best for enterprise-level research

Qualtrics is an enterprise-grade research and experience management platform used by organizations worldwide to understand and improve customer, employee, brand and product experiences.

Known for its advanced functionality, Qualtrics offers a flexible survey builder, distribution options and advanced analytics capabilities. It also provides robust reports and dashboards, with over 30 graph types and easy export options to formats like CSV as well as Excel and SPSS files.

The platform is especially well-suited for large organizations running complex research programs across multiple markets. As one G2 user puts it “Qualtrics improves the quality of research and feedback, which is critical for the growth of enterprise learning.”

Standout features:

• Advanced survey builder: Create complex surveys with a wide choice of question types, branching logic and customizable workflows.
• Enterprise-level analytics: Analyze results with tools like text analysis, crosstabs, regression and predictive insights.
• Global reach: Run multilingual surveys and distribute them through multiple channels, including email, SMS and social media.

7. Pollfish: Best for flexible audience targeting

Pollfish is a mobile-first survey platform built for immediate consumer insights.
Pollfish delivers surveys via its own global respondent network, rather than third-party panels to ensure fast, high-quality responses. Using Random Device Engagement (RDE) sampling, Pollfish reaches respondents organically through mobile apps to provide access to diverse audiences worldwide.

Users can take advantage of advanced targeting, with access to over 7,000 verified audience filters. The platform also supports research collaboration with team-focused tools like single sign-on, folders and one-click survey duplication which makes it easier to manage large projects.

In addition, Pollfish is easy and intuitive to use, as one G2 user explains, “It’s got an intuitive layout that allows me to create surveys as simple or complex as I would like them to be, quickly and easily.”

Standout features:

• Owned audience network: Access Pollfish’s global respondent pool via a wide network of mobile app partners to reach millions of smartphone users without third-party panels.
• Advanced audience targeting: Choose from nearly 7,000 filters to find exactly the people you want to survey..
• Easy research management tools: Supports features like single sign-on, organized folders, team sharing and one-click survey duplication.

8. Jotform: Best for customizable online forms and surveys

Jotform is an online form builder that doubles as a survey tool that offers a highly customizable way to collect data.

With drag-and-drop functionality, users can create surveys, registration forms, quizzes and more without coding. Jotform also integrates with over 150 third-party apps, including Google Drive, Slack and HubSpot which makes it easy to connect survey data to existing workflows.

As one G2 user notes: “Jotform is incredibly user-friendly and versatile. It allows us to build everything from simple contact forms to more complex workflows like internal requests, patient check-ins, surveys and event RSVPs.”

Jotform is widely used by small businesses, healthcare providers, government organizations and nonprofits for a range of tasks from customer satisfaction surveys to event registrations.

Standout features:

• Customizable surveys: Drag-and-drop form builder with extensive design options.
• Integrations: Connect with 150+ apps, including CRMs, cloud storage and messaging tools.
• Templates library: 10,000+ free templates for surveys, forms and questionnaires.

9. Quantilope: Best for advanced research

Quantilope is an end-to-end research platform designed to automate sophisticated survey methods that usually require specialist expertise.

With 15 pre-programmed methodologies, including Maximum Difference Scaling (MaxDiff) and Net Promoter Score (NPS), businesses can run advanced studies on brand tracking, concept testing, pricing research, segmentation and more, with just a few clicks.

The platform analyzes and visualizes survey responses in real time. An intuitive survey builder and AI-driven analytics give both research experts and non-specialists easy access to insights. It also connects to a global panel of over 300 million consumers which makes it well-suited for large-scale market research.

As one G2 user states: “It is user-friendly, and it allows you to learn more about other methodologies. Its tutorials are clear and helpful, plus their research team is always there for you if you need more assistance!”

Standout features:

• Automated methodologies: 15 advanced survey question types that includeMaxDiff, NPS, Price Sensitivity Meter and Implicit Testing.
• Real-time insights: Responses are processed and visualized in under a second to enable rapid learning and adjustments.
• Extensive reach: Tap into a trusted panel of over 300 million consumers worldwide.

How to choose the best survey tool for your business

With hundreds of survey tools promising perfect insights, how do you know which one’s worth your time? The right platform should feel effortless to use, while giving you confidence that the results you see are robust and actionable. Here are six features to look for when comparing your options:

Advanced question types

Basic multiple-choice or text fields only get you so far. Look for question formats like NPS, MaxDiff and even image or video-based questions. These unlock richer feedback, from gauging brand sentiment to prioritising new product features, that simple forms can’t capture.

Logic and audience routing 

Not every respondent needs to see every question. Branching logic ensures respondents only see the questions relevant to them, while quota-setting and targeting controls keep your sample balanced. Together, these features minimise survey fatigue, improve completion rates and deliver cleaner data that better represents each segment of your audience.

Built-in audience access

 If you don’t already have your own list of respondents, consider a platform that comes with its own verified panels. These allow you to filter by age, location, or behaviours and reach specific groups on demand, whether that’s US pet owners or Gen Z gamers. Built-in audiences save you the time and cost of separate recruitment, with incentives and screening handled for you.

Real-time analysis and segmentation

Collecting data is just the start. Tools with live dashboards, filters and crosstabs let you see patterns as responses come in, rather than waiting for a data analyst. Some even use AI to flag key findings automatically, making it easier for non-researchers on your team to understand results at a glance.

Customization and branding

Surveys should feel like a natural extension of your brand. Choose a tool that lets you add your logo, apply your colour palette, and, if needed, white-label the entire experience. A professional, consistent design builds trust with respondents and keeps your brand front and centre.

Ease of use

The best survey platform is the one your team will actually use. Drag-and-drop builders, ready-to-go templates and intuitive dashboards reduce friction so anyone — whether a seasoned researcher or a first-time user — can design, launch and analyse surveys confidently.

Create your first survey with Attest 

Choosing the right survey tool can shape how confident you feel in every decision that follows. A strong platform gathers feedback you can trust and presents clear insights to help you understand your audience and act quickly in a changing market.

If you’ve been thinking about running your first survey, now’s the time. Even a simple project can surface insights that shape smarter strategies and unlock growth.

How Attest helps businesses unlock better insights

Brands across industries already use Attest to make research more actionable. For example, Suntory America used Attest to explore US drinking habits and uncover new opportunities in ready-to-drink beverages. Ocean Bottle used Attest’s segmentation tools to identify new customer groups and launch a more affordable range. And Reddit regularly taps into Attest’s multi-market capabilities to prove its competitive value to advertisers worldwide.

Whether you’re tracking brand performance, testing creative or validating a new product idea, Attest makes it simple to get reliable insights from the audiences that matter most — quickly and at scale.

Ready to see what better research could do for your business? Start your first survey today and turn insight into impact.

Found your survey tool? Now it’s time to test it.

With Attest, you can start running smart, targeted surveys in minutes. Reach real people, collect clean data, and turn curiosity into confident decisions.

Get started with Attest

Sources
¹Deloitte. (n.d.). Quality management in data governance. Deloitte Central Europe. Retrieved August 29, 2025, from https://www.deloitte.com/ce/en/services/consulting/perspectives/bg-quality-management-in-data-governance.html

The post  9 Best survey tools for collecting meaningful data appeared first on Attest.

But is that score actually telling you what your customers think? Or what they need?

Net Promoter Score (NPS) is useful, but it’s not a silver bullet. It’s a single number, built on one question:

“How likely are you to recommend us to a friend or colleague?”

Promoters are loyal, but detractors aren’t. The real insights come from digging deeper.

In this guide, we’ll help you:

• Understand what a net promoter score is and how to calculate it
• Know what’s considered a good NPS (and what’s not)
• Recognise NPS’s limitations and learn how to work around them
• Build an NPS survey that actually drives action

What is NPS (Net Promoter Score)?

Net Promoter Score is a customer loyalty metric that measures how likely someone is to recommend a company, product or service to others. NPS is based on a single question: “How likely are you to recommend us to a friend or colleague?” 

Customers rate you on a scale from 0 to 10, and businesses typically collect these responses through online, email or app-based surveys. Once the data is in, customers are grouped into three buckets: 

🟢 Promoters (9–10): Fans who love your brand and want others to know

🟠 Passives (7–8): Customers who are satisfied but not sold (they might switch is a better offer comes along)

🔴 Detractors (0–6): Unhappy customers who could actively damage your reputation 

The score itself is calculated by subtracting the percentage of detractors from the percentage of promoters. 

While a high NPS score is a positive sign of customer loyalty, the number alone doesn’t tell the full story. What really matters is why customers gave you that score. When you dig into the reasons behind the feedback (what’s working, what’s not and what customers are really saying), that’s when NPS becomes truly valuable. The number gives you a signal, but the insights behind it help you take action.

What can you do with your NPS score?

Your NPS score isn’t just a number to report. It’s a tool to help you understand your customers and take meaningful action. Here’s how you can put it to work in your business.

Align your team around customer feedback 

Make sure your teams know what the score is telling you. By sharing NPS results with customer-facing departments like support, sales and product, you create alignment around customer feedback. This helps everyone stay focused on improving the experience where it matters most.

Measure progress over time

Tracking NPS at regular intervals gives you a way to monitor how changes affect customer sentiment. As you launch new features or improve processes, your score can show whether those efforts are making a real difference. It becomes a benchmark for progress, not just a one-time metric.

Act on what you learn

NPS responses often highlight recurring issues or unexpected wins. Take time to dig into the comments behind the score. If detractors rate the same thing repeatedly, address those pain points directly. If promoters praise certain features or experiences, consider how to amplify those across your offering.

Inform your business strategy 

Because NPS reflects the customer’s perspective, it’s a useful input when setting strategy. Use it to support roadmap decisions, refine your positioning or shape retention efforts. When combined with qualitative feedback, it can surface trends you might otherwise miss.

How to calculate Net Promoter Score

It all starts with the score, but how exactly do you get there? Here’s how to do it, step by step:

Step 1: Survey customers 

Start by asking your customers the classic NPS question via a survey tool: “How likely are you to recommend us to a friend or colleague?” They’ll answer on a scale from 0 to 10.

Step 2: Group responses

Once you’ve collected the responses, group your customers based on their scores:

• Promoters (9–10)
• Passives (7–8)
• Detractors (0–6)

Step 3: Calculate the percentage of Promoters and Detractors

Work out the percentage of your total responses that are Promoters and Detractors. Passives aren’t included in the final calculation, but they’re still worth paying attention to because they’re on the fence: not loyal and not leaving. With the right nudges, they could become new fans.

Step 4: Apply the formula

Next, subtract the percentage of Detractors from the percentage of Promoters. 

📈NPS = % Promoters – % Detractors

For example, let’s say you surveyed 200 customers. You received:

• 120 Promoters
• 50 Passives 
• 30 Detractors 

That means:

• % Promoters = (120 ÷ 200) × 100 = 60%
• % Detractors = (30 ÷ 200) × 100 = 15%

📈NPS = 60% – 15% = 45

Step 5: Interpret your score

The final result will be a number between -100 and +100. A positive score means you have more promoters than detractors. The higher the score, the more likely your customers are to recommend your business.  If you look at our example above, an NPS of 45 is a strong signal that your customers are more likely to recommend you than not.

What is a good NPS score?

As we mentioned above, your NPS score can fall anywhere between -100 and +100. At -100, every customer is a detractor; at +100, every single one is a promoter. Generally, scores break down like this:

• -100 to 0: Not great; there’s serious room for improvement.
• 0 to 30: Okay, but you’re just getting started.
• 30 to 70: Solid; customers are happy and recommend your products or services.
• 70+: Outstanding; your brand has world-class loyalty.

But what feels like a “good” score depends a lot on the sector you’re in. Industries like retail, SaaS, or healthcare have very different customer expectations. The best way to interpret your NPS is to see how you stack up against similar industries. Without that context, the number alone doesn’t tell the full story.

Here’s a quick look at average scores across some key sectors: 

Important note: Your NPS score is something you track over time to see how your customer loyalty evolves, and not a one-time result. 

Where NPS falls short (and what to do about it)

NPS is a useful starting point for understanding customer loyalty, but it doesn’t tell the whole story. Before you put all your faith in that single score, it’s worth understanding where NPS can fall short and how to make sure you get the full picture.

Challenge 1:  NPS Doesn’t tell you why customers feel the way they do

NPS gives you a score but no context. For example, a customer rating your business a 4 or a 9 doesn’t explain why they feel that way or what could make their experience better. 

✔️ The solution: Pair the NPS question with open-ended follow-up questions. 

Open ended questions help you dig deeper into what’s driving customer sentiment.A good follow-up question invites customers to share their thoughts in their own words, and ideally, it should be tailored based on their score:

• Promoters (9–10): “What do you love most about [our product/service]?”
• Passives (7–8): “What could we do to improve your experience?”
• Detractors (0–6): “What was missing or disappointing in your experience?”

You can also use a general qualitative question like, “What’s the main reason for your score?” to uncover pain points, motivations and what drives loyalty. When to ask these questions matters too, usually immediately after the NPS rating, while the experience is fresh, to get honest, actionable feedback.

💡Pro tip: Need help crafting better survey questions? Check out our guide on how to write survey questions that get clearer, more actionable responses.

Challenge 2: NPS scores can be skewed by timing or context

Sometimes your NPS score dips, and it’s not because your whole experience is broken, it might just be bad timing. That’s because NPS can be thrown off by the context in which you ask the question. If you trigger it right after a single interaction (like a late delivery or a call with support), you might get a low score that reflects that moment, not the customer’s overall perception of your brand.

✔️ The solution: Use NPS relationally, not transactionally. 

Relational NPS is sent at regular intervals (e.g. quarterly or biannually) to track overall brand sentiment over time. It’s designed to measure the strength of your customer relationships and not once-off experiences. 

For feedback on specific touchpoints, use Customer Satisfaction (CSAT) or Customer Effort Score (CES) surveys instead. That way, you can isolate friction in the journey without contaminating your loyalty metric.

Challenge 3: NPS doesn’t reveal which customers are at risk

One of the biggest limitations of NPS is that it treats all responses equally. But not all customers are equal in terms of impact. A low score from a long-term, high-value account is very different from a detractor who just joined.

✔️ The solution: Segment your NPS responses 

Break them down using factors like how long a customer’s been with you, what plan they’re on, where they’re located, or how often they use your product. These insights help you spot trends, zero in on at-risk groups and tailor your responses.

Challenge 4: Customers don’t always understand the scale

Not everyone uses the 0–10 scale the same way. What’s a 7 to one person might be a 9 to another. People interpret numbers differently depending on cultural norms or personal habits. A 7 might feel like a high rating to one customer and an average one to another. This can distort your results and make cross-segment comparisons unreliable.

 ✔️ The solution: Calibrate internally and consider regional context

Rather than focusing on a single number, look at how your score changes over time within a specific group. Benchmark against your own past performance and factor in regional or cultural context. 

Most importantly, pay attention to the written feedback that comes with the score (it’s often more revealing than the number itself).

💡Pro tip: If you’re looking for a more flexible way to measure sentiment or satisfaction, you might also consider using a Likert scale in your surveys.

Challenge 5: NPS can become a vanity metric

It’s easy to get fixated on your NPS score, especially when leadership is looking for one simple number to rally around. But that simplicity can be misleading. Chasing a higher score doesn’t always mean you’re improving the customer experience. In some cases, it just means you’re getting better at asking for good ratings.

✔️ The solution: Treat NPS as one input in a larger CX strategy

To really understand how customers feel, combine it with behavioral data like churn rate, repeat purchases, or product usage. 

Layer in metrics like CSAT (Customer Satisfaction), which measures how happy customers are after a specific interaction, and CES (Customer Effort Score), which tells you how easy or difficult it was for them to complete a task. Together, these signals give you a more complete (and actionable) view of customer experience.

Challenge 6: It’s not actionable on its own

NPS can easily become a box-ticking exercise. You collect the feedback, look at the score, maybe skim a few comments… and then move on. But without a follow-up process, even great insights get lost and customers are left feeling ignored.

✔️ The solution: Build a “closed-loop” NPS process

Put a closed-loop process in place. Start by analysing your responses; both the scores and the comments. Next, route the insights: pass unhappy customers to your support team, share positive feedback with marketing and log recurring issues for your product or UX team. Then close the loop: follow up with customers to let them know their feedback made an impact. 

Want to improve your NPS follow up questions?

Learn how to write clear, bias-free survey questions that get better results. Our step-by-step guide covers wording, structure and common mistakes to avoid.

Read the guide

How to run an NPS survey 

If you want your NPS program to really help your business, it needs to be part of a bigger feedback system. Here’s how to do that:

1. Define your goals: Know what you want to achieve, whether it’s boosting loyalty, cutting churn or improving brand reputation.
2. Choose relational surveys: Send surveys regularly, like every few months, to get a clear, consistent view of customer sentiment.
3. Add open-ended follow-ups: Include open ended questions that ask customers to explain their scores so you understand their reasons.
4. Segment your responses: Divide your data by customer group, product or journey stage to uncover useful trends.
5. Analyze feedback themes: Look for common patterns by grouping similar comments or using text analysis tools.
6. Build feedback workflows: Make sure feedback reaches the right teams so they can take meaningful action.
7. Close the loop: Reach back out to customers to let them know their feedback matters and what you’re doing about it.
8. Track trends over time: Watch how your scores and feedback evolve to measure real progress.

💡Pro-tip: If you’re still getting to grips with different types of surveys and how to use them effectively, this guide on what surveys are offers a great overview.

Ready to start measuring your NPS?

In this article, you’ve learned what NPS is, how to calculate it, what a good score looks like and why it’s important to look beyond the number. You’ve also seen common challenges and how to run an effective NPS program that drives real change. 

The next step is getting your NPS program off the ground. Attest’s easy-to-use NPS templates make it simple to get started. Use them to open the door to honest, actionable customer feedback and take your customer experience to the next level.

The post Net Promoter Score (NPS): What it is and why it matters appeared first on Attest.

In this article, we explore what consumers in the US and UK really think about AI in their banking, credit, investment and budgeting tools, using new data from our own consumer research. The data highlights where AI is welcomed, where it triggers discomfort, and what financial services providers need to do if they want to build lasting confidence in AI-powered products.

Take a look at our interactive dashboard to dig into responses and segments. 

Quick summary

Here’s our TL;DR summary of the latest insights on AI in financial services:

• 62% of Americans are comfortable with AI detecting fraud – the most trusted use case.
• 59% of Brits want full transparency about how and when AI is used by their financial providers.
• 58.5% of Americans and 59% of Brits want the option to speak to a human at any time, even when AI is involved.
• 56% of Americans and 55.5% of Brits expect AI to improve their finances in the next five years.
• 47% of Americans and 45% of Brits are comfortable with AI making loan or credit card decisions, with around 30% feeling actively uncomfortable – showing hesitancy in high-stakes areas.
• Top concerns include data privacy, loss of human interaction, AI errors, job displacement and algorithmic bias.

US AI in finserv insights

Americans are tentatively comfortable with AI

We asked our US respondents how comfortable they’d be with AI being used in a few key areas of their financial lives. For every option, a majority of Americans say they’re either comfortable or very comfortable:

• Detecting fraud or suspicious activity – 62% are either comfortable or very comfortable
• Personalised offers or product recommendations – 62% 
• Budgeting help or spending insights – 60.5%
• Customer service – 56% 
• Investment advice or portfolio management – 47%
• Loan or credit card approval decisions – 47%

We generally see younger groups – particularly those aged 25–44 – are significantly more comfortable than older groups. However the youngest group – people aged 18–24 – don’t show the same enthusiasm as those other younger groups. 

There’s also a gender split when we look at the crosstab. For each option, males are more comfortable than females. We found that females show more indifference or clear discomfort with most elements of AI in financial services. 

Three fifths still want a human option 

Our results show that three fifths (58.5%) of Americans still want the option to speak to a human at any time, to help them trust financial services that use AI. 

Meanwhile half of our respondents (51%) want to know their data is handled securely and ethically. Almost 40% want to see a strong track record of fair and accurate decisions, and 38% want a clear explanation of how the AI works.

Looking again at the gender split, females show a greater desire for almost all the options. But males over-index for wanting to see a strong track record and for independent audits or regulation. 

Most people think AI will improve their finances

Over half (56%) of Americans told us they think AI will improve their personal finances in the next five years. This percentage rises to 65% for people aged 18–34, but then shows a downward trend as we work our way up the age groups. 

We found that 15% of people think their finances will be harmed by AI. There’s a cliff between the 35–44 and 45–54 age groups: 12% of the former said AI will harm their wallet, while 20% of the latter said the same. 

Males remain positive about AI’s effect on their finances: 64% said they expect theirs to improve because of AI, compared to 48% of females. 

US shoppers want AI transparency

Well over half (55%) of our respondents said they want full transparency from their financial providers about when and how they use AI. A further 26% want a basic overview, as long as they can get more detail if they want it. 

Only 3% of Americans from our survey don’t need to know about AI from their financial providers, as long as the service works well. And 9% said they’d prefer not to have AI used by their providers at all. 

What are Americans’ main concerns about AI in finserv?

We asked respondents to tell us what concerns them most about the use of AI in financial services. Here’s our AI summary of their responses:

• Data privacy and security concerns are the most prevalent, with many fearing personal information could be leaked, stolen or hacked through AI systems.
• Lack of human interaction is a significant concern, with respondents preferring to speak with real people for financial advice and problem-solving rather than relying on AI.
• Fear of AI errors and inaccuracies that could lead to financial losses, incorrect financial advice, or unfair decisions in lending or credit scoring.
• Concerns about job displacement as AI replaces human workers in the financial services sector.
• Algorithmic bias and transparency concerns, with worries that AI might make unfair decisions without clear explanations of how conclusions are reached.

UK AI in finserv insights

Brits show general comfort with AI in finserv

Our respondents said they were mostly comfortable or very comfortable with AI being used in all of the options we gave them:

• Detecting fraud or suspicious activity – 63.5% are either comfortable or very comfortable
• Personalised offers or product recommendations – 63% 
• Budgeting help or spending insights – 62%
• Customer service – 55% 
• Investment advice or portfolio management – 43%
• Loan or credit card approval decisions – 45%

However, a still significant 31% of Brits said they’d be uncomfortable with AI being used for investment advice or portfolio management, and 30% would be uncomfortable with it being used for loan or credit card approval decisions. 

And although we generally see younger groups showing more comfort with AI and older groups expressing greater discomfort, the youngest age group throws us a curveball. People aged 18–24 don’t show any notable increase in comfort with AI in finserv. In fact the only option they over-indexed for was for a greater level of discomfort with AI being used for loan or credit card approval decisions. 

UK shoppers want access to a human

Three fifths (59%) of our UK respondents want the option to speak to a human at any time – this is what would make them more likely to trust financial services that use AI. 

Meanwhile 52% want to know their data is handled securely and ethically, and 39.5% want to see a strong track record of fair and accurate decisions. 

One interesting outlier is that people aged 25–34 are particularly keen to see positive reviews or recommendations from other users. Almost half (47%) of that age group chose that, compared to the UK average of 34%. 

More than half expect personal finance improvements due to AI

Over half (55.5%) of our UK respondents said they expect their personal finances to improve in the next five years as a result of AI. There’s particular optimism from younger groups, with 67% of 18–24s and 78% of 25–34s expecting improvements. 

Just 11% of respondents said they thought their finances would be harmed by AI. Interestingly, we see the youngest group – those aged 18–24 – show an uptick here, with 16% expecting AI to harm their finances. 

Brits want full AI transparency

Almost three fifths (59%) of Brits say they want full transparency from financial providers about how and when they use AI. Interestingly we see this percentage jump to 68% for people aged 25–34, a group that also shows greater keenness overall for AI financial services. 

A quarter (24%) of our respondents would like a basic overview of AI in their financial services, as long as they can get more detail if they want. 

Only 2% of Brits don’t need any transparency, and a further 6% would prefer not to have AI used at all for their finances. 

Privacy and human connection are Brits’ top concerns

We asked our UK respondents to tell us what concerns them most about the use of AI in financial services. Here’s our AI summary of their responses:

• Data privacy and security concerns, including fears about personal information being accessed by hackers, leaked or misused
• Lack of human interaction and oversight, with worries about not being able to speak to a real person when needed and missing the personal touch
• Concerns about accuracy and reliability of AI systems, including potential errors in financial decisions and advice
• Fears about bias, discrimination, and lack of transparency in AI decision-making processes
• Job displacement concerns as AI automation replaces human workers in financial services

Take a look at our interactive dashboard to dig into responses and segments. 

Consumer Adoption of AI Report

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The post Consumers speak up on AI in financial services appeared first on Attest.

We surveyed 1,000 US working age adults to find out how consumers marked Memorial Day 2025 — from where they went and how much they spent, to what emotions they associate with the holiday and how plans differed across key demographics. The insights give brands a better understanding of the the commercial opportunities of the holiday, and how they can take advantage of them in 2026.

Quick summary

• 30% of consumers made plans in advance of Memorial Day.
• Relaxing at home or attending a barbecue/picnic are the most common activities.
• Only 7% traveled out of state to mark the weekend.
• Most consumers spent less than $100, but men spent more than women.
• The bulk of Memorial Day spending goes on food and drink.
• Memorial Day is strongly associated with patriotism, but men are more likely to view the holiday as important than women.

Planning for Memorial Day is mostly last-minute

Only 30% of consumers had specific plans for Memorial Day weekend ahead of the event. About the same share (33%) didn’t do anything special at all, while 37% spontaneously decided how to mark the occasion. Men were more likely to have firm plans in place, while women were more likely to not do anything.

The most common activities include relaxing at home (41%), attending a barbecue or picnic (32%), and shopping Memorial Day sales either online or in stores (27%). While these activities are relatively consistent across genders, men are significantly more likely to say they celebrated by watching patriotic movies or programming (15% versus 8%). 

This interest in patriotic movies or programming may stem from how men feel about Memorial Day weekend overall. We found that men are significantly more likely to view the weekend as important (65%) in comparison to women (48%). 

Memorial Day is celebrated close to home – with most money spent on food

Despite Memorial Day’s reputation as the unofficial start of summer, most people stay close to home rather than going on vacation. About 66% say they remained local, while just 16% traveled within their state and 7% traveled out of state. Notably, men are more than twice as likely as women to travel in-state (23% versus 9%) and women and those over 50 years old are significantly more likely to stay local. 

People kept their Memorial Day spending relatively modest: most spent less than $100 (42.4%). However, men are far more likely than women to fall into the larger spending range of $100–$249 (31% versus 19%), while women are more likely to spend nothing at all celebrating the holiday (23% versus 11%).

Food is the top category for spending (45%), followed by shopping sales (12%), and alcoholic beverages (8%). Gender plays a role here too: men are more likely to spend on alcohol than women (11% versus 5%).

More than half of respondents (55%) said they spent about the same as last year, but men were more likely to say they spent more (20% versus 11% of women). These patterns reflect a broader theme: men tend to be more engaged, celebratory, and willing to spend on Memorial Day, while women lean more cautious and reserved.

Patriotism and gratitude are the top emotions associated with Memorial Day weekend

When asked to choose emotions they associate with Memorial Day weekend, more than two in five most often cite patriotism (44%), gratitude (42%), and relaxation (35%). These sentiments are generally aligned across men and women, although men report slightly higher levels of excitement and joy, while women are more likely to associate the holiday with sadness.

Only a small percentage of respondents (10% of males and 9% of females) feel indifferent towards Memorial Day weekend. Very few respondents (2% for both genders) selected ‘None’ as their emotional association, indicating that the vast majority of people have some emotional connection to the holiday.

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The post How consumers marked Memorial Day 2025 (and what brands can learn) appeared first on Attest.

Our new gaming research lifts the lid on how gamers in the US and UK really play, pay, and perceive what’s happening in the industry.

From device usage and genre preferences to attitudes around monetisation and AI, this is a data-backed snapshot of where player sentiment stands — and where it’s going next.

Quick summary

Here’s a quick rundown of the key insights from our research:

• Mobile dominates in both the US and UK: 75% of Americans and 70% of Brits who game do so on mobile devices. 
• Puzzle and strategy games are the top genre overall in both countries, but younger gamers prefer action/adventure and FPS titles.
• One-third of US and UK gamers find in-game ads intrusive, and around the same number actively ignore them.
• Cross-platform play is especially important to young men: 69% of US 18–24s and 62% of UK 18–24s say it matters.
• AI in gaming is broadly welcomed: 46% of Americans say they feel positive about its use.
• Game purchasing preferences differ by gender and age: US and UK men favour one-time purchases, while women often opt for free-to-play titles.
• Friends and family recommendations are the top source of inspiration for trying new games in the UK (43%).

US gaming insights

Mobile gaming comes out top

Three quarters of Americans (75%) game on their mobile or tablet, according to our new research. 

This percentage jumps to 83.5% for females, while males are more likely than females to play on a console or PC – 59% play on a console compared to 45% of females, and 44% of males use a PC compared to 24% of females.

We also see that older age groups are generally more likely to play on a mobile device than younger people – 77% of 45–54s and 79% of 55–64s play this way.

One age group – those between 25 and 34 – showed significantly higher likelihood of using a greater range of devices. For console, PC, VR headsets and cloud gaming services, this age group over-indexed when compared to other groups. 

Puzzle and strategy games the overall top genre

Our research shows that nearly half (48%) of Americans plump for puzzle or strategy games – this came top out of all genres:

1. Puzzle/strategy – 48%
2. Action/adventure – 41%
3. First-person shooters – 30%
4. Simulation – 27%
5. Role-playing games – 25%
6. Sports – 25%
7. Casual/hyper casual – 19%
8. Horror – 13%

However puzzle games are not top among people under 45. Action/adventure games beat puzzle games for all groups under 45. And for people under 35, first-person shooters and simulation games are more popular than puzzles. 

Muted reaction to in-game ads

Overall 33% of Americans say they find in-game ads helpful, while 30.5% find them intrusive and 31% actively ignore them.

We found older groups were slightly less frosty towards ads, but these results show that game brands should exercise caution around in-game ads.

Generational differences in game purchasing preferences

Although one-time purchases came top overall for how US shoppers like to buy games, there’s a lot more to this when we split the data. 

One-time purchases remain popular across most age groups, but the trend goes downward as you work up the ages. For example, 41% of people aged 18–24 buy this way, while just 22% of people aged 55–64 prefer this. That oldest age group told us they don’t purchase games (42% said this, compared to just 6% of 18–24s), indicating that they go for free games whenever they can.

Males are also more likely to go for one-time purchase games – 40% chose this, compared to just 28% of females.

Men and young people want cross-platform play

We asked our US respondents how important cross-platform play is to them. Overall 51.5% said it’s important, with 22.5% saying it’s unimportant. 

It seems young people are more interested in playing with friends. More than two thirds (69%) of people aged 18–24 said this is important, with 63% of 25–34s and 63.5% of 35–44s saying the same. 

And nearly three fifths (59%) of men say this type of gaming is what they want, compared to 44% of women.

Americans are generally positive about AI in gaming 

Overall 46% of Americans are positive about the use of AI in games. And a still significant 40% are neutral about it, with just 14% saying they’re negative about it. 

Looking at the age breakdown, we see a spike in the middle. This is the percentage of each age group that says they’re positive about AI in gaming:

• 18–24: 41%
• 25–34: 45%
• 35–44: 59%
• 45–54: 50.5%
• 55–64: 35%

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UK gaming insights

Mobile gaming is Britain’s favorite

Just over 70% of Brits who game do so on a mobile device, according to our new research. This is followed by 60% who play on a console, and 33% who play on a PC. 

We also found that older Gen Zers (people aged 25–34) are more likely to play on a console (74%) than on a mobile device (72%). 

There’s also a sweet spot of Brits who game with a VR headset – 19% of our respondents aged 35–44 said this, compared to the UK average of 11%. 

When we look at the gender split, females are significantly more likely to play using a mobile device (77%) than males (64%). Meanwhile males are more likely to play on a console (68% of males versus 53% of females) or a PC (39% of males versus 27% of females). 

Generational differences in game genre preferences

Puzzle/strategy games came top of our list of genres among Brits – 46% said this is what they play. However there’s a clear generational scale for puzzle games – a sizable 64% of people aged 55–64 play these, compared to just 32% of people aged 18–24. 

It’s action/adventure games that the youngest group favors – 42% of people aged 18–24, and 56% of those aged 25–34 chose this as their top genre. 

Notably, those aged 25–34 also over-indexed as sports games fans. More than 50% of this age group plays sports games, compared to the UK average of 38%. 

People under 24 are also outliers when we look at people who play horror games – 22% play these regularly, compared to just 12% of the overall population.

Brits don’t love in-game ads

Our results show that 31% of Brits find in-game ads intrusive, with a further 32% actively ignoring them. Three in 10 (30%) said they find them helpful, so it’s not all bad news for advertisers, but it’s worth bearing consumers’ sentiment towards ads before committing to that ad spend.

Females prefer free games; males go for one-time purchases

One-time purchases came out of our research as the top method – 37% of gaming Brits pay this way. Meanwhile 26% go for free games with in-game purchases, and a further quarter (24.5%) prefer subscriptions to services like Xbox Game Pass or PlayStation Plus. 

When we look at the gender split, males are considerably more likely than females to buy one-time purchase games (44% of males versus 30% of females). And females are more likely than males to go for free games (31% of females versus 20% of males), or to not purchase games at all (18% of females versus 8% of males). 

Young gamers want cross-platform play

While a sizable 51% of Brits overall say cross-platform play is important to them, we see this percentage rise for people under 35. Among gamers aged 18–24, 62% say social play is important, and for those aged 25–34, a significant 78% said the same.

Unsurprisingly we see older groups say cross-platform play isn’t important to them. Over a third (35%) of people aged 45–54 said this, and well over half (56%) of people aged 55–64 are uninterested. 

Brits rely on recommendations for new game ideas

When we asked what factors most influence people’s decision to try a new game, recommendations from friends and family came top. More than two in five (43%) chose this. Game trailers or demos came second overall, with 35% of gamers choosing this. And online reviews or ratings came a close third, with 33% choosing this. 

Digging into online reviews and ratings, we see a stark difference in quite a narrow age range. Among gamers aged 18–24, just 21% are influenced by online reviews or ratings. But this jumps to 41% for people aged 25–34. 

There is some consistency for these two age groups though. While just 18% of Brits overall take game recs from influencers or streamers, this rises to 31% for gamers aged 18–24 and to 27% for those aged 25–34.

Don’t forget you can dig into the data over on our interactive dashboard.

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The post Game on: what 2025’s gamers are playing, paying and prioritising appeared first on Attest.

Here we explore what really matters to haircare consumers right now – what’s causing frustration, what’s sparking brand loyalty (or not), and where there’s opportunity for brands to better connect.

Quick summary

• Scalp health and hair loss are top concerns, especially for men.
• Millennials are the most brand-curious and social media-influenced.
• Younger shoppers care most about sustainability in haircare.
• Price drives salon visits, but 25-34s want speed, expertise, and eco options.
• Brand loyalty spans all ages – and under-35s stick with trusted names, too.

US results

Hair loss and scalp health are top concerns

Among Americans, the top hair goals or concerns our respondents reported were:

• Preventing hair loss or thinning – 37%
• Scalp health – 34.5%
• Growth or length – 34%
• Repairing damage or breakage – 32%
• Adding volume or thickness – 28%

Growth or length is particularly important to people aged 25-34 – a sizable 45% say this is one of their top three concerns. This age group also under-indexes for color maintenance – just 11% say this is a concern, compared to 17% of the general population.

When we look at the gender split, we see males are overwhelmingly concerned about scalp health – 47% said this is a top concern, compared to just 22% of women. 

We also see that men slightly edge out women in another category. Perhaps a surprise – men are more concerned about shine and smoothness than women (28% of men chose this, compared to 27% of women). 

Millennials are an untapped new market for brands

It seems people aged 35-44 are most likely to try new haircare brands. A statistically significant 38% say they regularly try new products from different brands (compared to the national average of 26.5%). 

And this section of millennials are also most influenced by social media – 19.5% say they buy what they see recommended online, compared to 13% of the general population.

Meanwhile shoppers aged 18-24 are less interested in product claims when they’re buying haircare products. We found that less than one in five (19.5%) make a choice based on this, compared to 27% of the overall population.

And this youngest age group is also least likely to try new products from brands they don’t know – 18% said this, compared to the US average of 26.5%. Interestingly they share some common ground with 55-64-year-olds here – the same percentage (18%) of people in that older group said they regularly try new brands. 

Age and sustainability correlate 

Common opinion would have us assuming that young Americans are more concerned about sustainability than older groups – and our research confirms this.

With a US average of 71% saying sustainability is important to them, here’s how that breaks down by age:

• 18-24 – 77%
• 25-34 – 78%
• 35-44 – 78%
• 45-54 – 63.5% 
• 55-64 – 61%

And two fifths (39%) of 55-64s say sustainability isn’t important to them, compared with 29% of the overall population.

Of the US shoppers to whom sustainability is important, the top haircare product features that’d make them likely to switch brands are: 

• Chemical-free/natural ingredients – 52%
• Minimalist formulations (fewer, simpler ingredients) – 35%
• Ethically or locally sourced ingredients – 31.5%

How to get shoppers into salons

For brands who rely on their products or services being used in salons and barber shops, it’s price that’s the key driver. A chunky 47% of respondents say this is one thing that would encourage them to book more salon services. And this jumps to 54% for women when we split by gender.

There are some interesting strategies that might get specific age groups into salons. We found that 18-24-year-olds would be more tempted than other groups by faster services and easier appointment booking. 

And people aged 35-44 would like stylists to better understand their hair type, and for salons to use more sustainable and ethical products.

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UK results

Scalp health and hair loss are Brits’ top concerns

When asked to choose their top three hair goals and concerns right now, our UK respondents chose:

• Scalp health – 37%
• Preventing hair loss or thinning – 36%
• Repairing damage or breakage – 32%

Scalp health is particularly concerning to men – 46% are concerned about this, compared to 28% of women. And we see a pique in concern for scalp health among millennials – 45% of 35-44-year-olds chose this (driven largely by men in this group). 

Age doesn’t necessarily lead to increased loyalty

More than half of UK shoppers (51%) say they stick with trusted haircare brands they know. We might have expected younger shoppers to show less brand loyalty, but we’ve actually found that under 35s are as loyal to brands they know as older people.

Working up the age groups, the percentage of Brits who said they stick to trusted brands they know was:

• 18-24 – 52%
• 25-34 – 54.5%
• 35-44 – 48%
• 45-54 – 48% 
• 55-64 – 54%

Digging into the 25-34-year-old group, we see that they’re also more open to new brands and products than other groups. Most significantly, 29% of this age group would buy what they see recommended online – compared to a British average of just 14%.

Haircare sustainability is important to young shoppers

Perhaps unsurprisingly, we found that young people are more concerned about sustainability when choosing haircare products. 

Compared to a national average of 71%, a sizable 78% of 18-24s and a whopping 87% of 25-34s said sustainability is important to them. This decreases when we look at older groups, with 59% of 45-54s and 57% of 55-64s saying the same.

The top product features that would compel Brits to buy more sustainable haircare products are:

• Chemical-free/natural ingredients – 49%
• Plastic-free or recyclable packaging – 38%
• Ethically or locally sourced ingredients – 38%
• Refillable packaging – 36%
• Vegan and cruelty-free ingredients – 31.5%

How to boost Brits’ salon visits

Overall, it’s lower prices and more offers that would bring more Brits into salons and barbers. Over two fifths (41%) chose this. However, 28.5% of consumers are happy with the frequency of their salon appointments and couldn’t be persuaded to visit more, so it’s worth bearing that in mind if your products or services are used in salons. 

We found an interesting uptick across almost all options for the 25-34 age group. Compared to the national average, this group is significantly more likely to book more salon services when:

• Stylists better understand my hair type – 44% vs. national average of 24%
• Services were faster or more efficient – 37% vs. 21%
• Appointments were easier to book online – 31% vs. 20%
• They offered personalized product recommendations – 33% vs. 16%
• Salons used more sustainable/ethical products – 29.5% vs. 15%

Don’t forget, you can cut the data in a bunch of interesting ways over on our interactive dashboard.

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The post Split ends and shifting trends: the state of haircare in 2025 appeared first on Attest.

In recent months, President Trump’s new and proposed tariffs on foreign imports have reignited public debate and shook financial markets with concerns swirling around rising prices, disrupted supply chains, and broader economic uncertainty. While economists and policymakers continue to debate the long-term impacts, we wanted to understand how average Americans are actually feeling.

To get a clearer picture, we surveyed 1,000 U.S. working age adults to gauge their awareness, concerns, and expectations around tariffs. 

The results reveal a public that is paying attention—and increasingly wary of how trade decisions might show up in their grocery carts, utility bills, and personal budgets. 

Quick summary

• High awareness: 75.5% of U.S. working-age adults are familiar with recent tariff policies, with men showing higher awareness than women.
• Strong concern about prices: Over 90% are concerned tariffs will lead to price increases, particularly on everyday items like groceries and clothing.
• Personal financial worry: 53.9% expect tariffs to negatively impact their finances, while only 20.3% anticipate a benefit.
• Noticed real-world effects: 34.9% have already observed price increases they attribute to tariffs, especially in food, energy, and healthcare.
• Income-driven responses: Lower-income individuals are more likely to substitute, delay, or stop purchases in response to price hikes, while higher-income groups are more likely to stock up.
• Shifting consumer behavior: Nearly half (50.1%) are switching to cheaper or local brands, and many are delaying big purchases or buying second-hand.

Tariff awareness: informed and engaged

When asked about their familiarity with recently proposed and implemented tariffs on foreign imports, the majority of respondents, 3 in 4 (75.5%) said they were somewhat or very familiar. Only a little more than 5% (6.6%) admitted to not being familiar at all. Gender differences emerge with men stating a significantly higher level of understanding in comparison to women.

While tariffs are making headlines, they’re effectively increasing awareness as consumers are paying closer attention to economic policy, likely because they sense real-world consequences.

Consumers are concerned about price hikes

The most immediate concern linked to tariffs is their impact on consumer prices. Here, perceptions are crystal clear: more than 1 in 4 (28.0%) of respondents said they are “extremely concerned” that tariffs will drive up prices on everyday goods like groceries, clothing, and electronics, with another 24.9% saying they are “very concerned”. In total, over 90% of the sample expressed some level of worry.

This shows a strong intuitive link in the public’s mind between tariffs and higher costs—an association that economists would agree with, particularly for tariffs imposed on consumer goods.

Personal financial impact: a mixed bag

When asked how tariffs might affect their own finances, responses varied:

• 53.9% expected a negative impact
  
• 20.3% anticipated a positive impact
  
• Only 9.3% believed tariffs would have no impact at all
  

The fact that 53.9% of survey respondents expect a negative impact on their personal financial situation suggests a significant level of concern among consumers about how tariffs will directly affect their wallets. This means that more than half of the people surveyed believe tariffs won’t just impact prices on a macro level—they’re bracing for noticeable changes in their own household expenses.

A broader economic signal

Over a third of respondents—34.9% to be exact—said they’ve definitely noticed price increases they believe are linked to trade policies or tariffs. This signals that, for many consumers, the impact of global economic decisions isn’t just theoretical—it’s already showing up in their day-to-day spending. 

Concern for specific product categories is split across the board with major necessities leading the pack:

• 68.2% are worried about prices of food and groceries becoming more expensive
• 46.8% are concerned about gasoline and energy costs
• 40.2% are worried about healthcare or prescription drugs costs

Unsurprisingly, these concerns shift depending on income levels. Those who are making less than $50k in household income are significantly more likely to be worried about these three categories (food, gasoline, and healthcare) than those making $100k or more per year.

How are consumers reacting?

When asked how they would respond to a 15% price hike on a product due to tariffs, consumer behavior varied notably by income level. 

Overall, the most common response was to look for a cheaper alternative or substitute (40.8%), a strategy especially popular among lower-income respondents—45.5% of those earning under $50k said they’d opt for this route, compared to just 32% of those earning over $100k. 

Meanwhile, 35.4% of higher-income consumers said they would buy extra now to avoid the price hike, a move that requires more disposable income—only 21.8% of lower earners said the same. Notably, people in the under $50k group were also more likely to stop buying the product altogether (9.1% vs. 2.7%). 

This data highlights how lower-income households are more likely to adjust or sacrifice consumption when faced with cost increases, whereas higher-income consumers are more inclined to use their purchasing power to stock up or absorb the price hike.

In response to potential price increases from recently proposed and implemented tariffs, nearly half (50.1%) of respondents reported switching to cheaper or local brands, with a significantly higher percentage among women (54.8%) than men (45.2%). Delaying large purchases (39.7%) and stocking up on goods (35.6%) were also common strategies. 

Additionally, 26.5% of individuals are turning to second-hand or resale items, with women again showing a significantly higher tendency (29.7%) compared to men (23.1%). Only a small portion reported taking no action (7.5%) or pursuing other strategies (3.1%).

Conclusion

This survey shows that tariffs are not just a tool in policymakers’ arsenals—they’re a real and felt presence in the lives of ordinary Americans. Most people are aware of tariffs, worry about their impact on prices, and believe they could touch their own wallets. 

Whether or not these perceptions align perfectly with the facts, one thing is clear: economic policy doesn’t exist in a vacuum—it lives in grocery store aisles, on utility bills, and in the minds of the public.

And don’t forget—you can dig into the data as much as you like on our interactive dashboard.

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The post The real cost of tariffs: what Americans are feeling appeared first on Attest.

Here we’re digging into how consumers in the US and the UK feel about using AI tools for anything food related. AI’s application for the food and beverage industry covers everything from meal planning to recipe suggestions and grocery shopping. 

To dig into the date for yourself, take a look at our interactive dashboard.

TL;DR summary

• AI adoption in food: 63.8% of consumers have used AI-powered tools for food-related activities, with the UK ahead of the US. Younger people are the most engaged.
• Recipe recommendations are most popular: Consumers are most comfortable with AI suggesting recipes. 
• Concerns over automated grocery shopping: This is the least trusted AI feature, with just under half comfortable using it. More men than women are comfortable with it.
• Key benefits of AI in food: Consumers value discovering new recipes, convenience, and saving time. 
• Biggest concerns: Data privacy and security top the list, followed by lack of human touch and over-reliance on tech.
• Surprise insight on younger consumers: 18-24s are more concerned about losing human touch than data privacy, contradicting common assumptions about their digital preferences.

Current usage levels of AI in food

Our data shows that 63.8% of people have used AI-powered tools for food-related activities. 

In an early plot twist, it looks like Brits are more clued into AI tools than Americans – 66.8% of Brits have used AI tools, compared to just 60.8% of Americans. Typically we might think that the US is slightly ahead of the UK on tech adoption, but that may not be the case. 

Unsurprisingly, we see a correlation between age and usage of AI: 74% of 18-24s have used AI. This percentage decreases for every subsequent age group. 

AI recipe recommendations are a winner

When asked how comfortable they are with AI tools helping them with a range of food tasks, recipe recommendations came out on top in both markets. 

In the US, 71.2% said they’d be comfortable with AI-recommended recipes, and 75.9% of Brits said the same. 

When we followed up by asking how likely people would be to try AI tools in the future, recipe recs came out top again:

• Recipe recommendations based on available ingredients (69.3% are likely to try this)
• Smart grocery shopping suggestions (58.9% are likely to try this)
• Personalized meal planning (58.5% are likely to try this) 

Automated online grocery shopping is the tool consumers would be least comfortable with. Just 48.7% of Americans would be comfortable with it, with 27.8% saying they’d actually be uncomfortable with it. In the UK, 49.1% would be comfortable with it and 28.7% would be uncomfortable. 

One interesting gender split appears when we dig into the people who are comfortable with automated online grocery shopping. Across both markets, males are more comfortable – 53.5% say this – compared with just 44.5% of females. 

The benefits of AI tools for food

Consumers in both the US and the UK said discovering new recipes and foods was their top benefit of using AI for food-related decisions. Just over half (50.5%) of Americans and just under half (49.2%) of Brits chose this. 

The top benefits consumer chose were:

• Discovering new recipes and foods (49.8% across both markets)
• Convenience and ease (47.7%)
• Saving time on meal planning and shopping (44.8%)

Towards the bottom of the benefit list was using AI for sticking to a healthier diet, although there are some international nuances here. In the UK, 37.5% of consumers said this would be a benefit; in the US, just 30.1% chose this. 

Data privacy is people’s biggest concern

People are most concerned about data privacy and security when it comes to AI-powered food tools. 

Nearly half (47.7% in the US and 45.8% in the UK) chose this as their top concern, showing that AI tool providers must give consumers peace of mind that their data is safe if they use their products. 

The top concerns consumers in both markets had were:

• Data privacy and security (45.8% in the UK; 47.7% in the US) 
• Lack of human touch-personalization (40.4% in the UK; 37.8% in the US)
• Over-reliance on technology (38.6% in the UK; 34.9% in the US)

Young people care most about the human touch

We found that 18-24-year-olds show more concern about the lack of human touch/personalization than other age groups. 

Common opinion would dictate that tech-savvy young people are less interested in human interaction and the personal touch, but this data contradicts that. Almost half (45.5%) of 18-24s said this concerned them, which is almost +5pp higher than any other age group. 

In fact, the 18-24s group deems the lack of human touch a bigger concern even than data privacy. This is definitely something for the AI tool companies to consider in their product development and messaging.

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With this in mind, we surveyed 1,000 nationally representative US adults to better understand public perceptions around causes and responsibilities for obesity. We asked what responsibility food manufacturers and retailers bear, how consumers feel about government proposals to regulate the food industry, and explored attitudes towards semaglutide weight loss drugs (e.g. Ozempic, Wegovy, Mounjaro) as a potential long-term solution. 

Quick summary

• 81% of Americans are concerned about their weight
• Personal behaviors are seen as the primary contributors to obesity
• A majority of Americans support government intervention in food policy
• 36% of consumers view weight-loss injections as a potential solution
• Making healthy foods more affordable is deemed the best way forward

The majority of consumers are concerned about their weight 

In our survey, we found that over 4 in 5 (81%) of respondents had some concern about their weight in general with more than a third (35%) reporting that they are very or extremely concerned. This concern is seen across consumers of all ages and genders, showing this is a universal problem [view full data].

When asked about the primary causes of rising obesity rates, more than 1 in 2 (52%) cited a lack of physical activity, closely followed by poor individual dietary choices (47%). While external influences such as food brands promoting unhealthy products (23%) and socioeconomic factors (10.7%) were recognized, personal behaviors were seen as the dominant contributors. 

This perspective aligns with views on responsibility for tackling obesity, with the majority (44%) believing individuals bear the most responsibility for addressing weight loss, while only 9% place primary responsibility on food and beverage companies. 

However, more than 1 in 3 (36%) recognize that effective solutions require a combination of individual, corporate, government, and healthcare provider efforts with women selecting this significantly higher than men. 

This gendered difference acknowledges the complex nature of obesity as both a personal and public health challenge.

Consumers support government intervention

Despite the emphasis on individual responsibility, a majority of Americans support government intervention in food policy:

• 54% agree / strongly agree that the government should implement stronger regulations on unhealthy food marketing
• 81% support banning harmful food additives and removing ultra-processed foods from school cafeterias
• 58% support restrictions on purchasing sugary and processed foods with SNAP benefits

This seeming contradiction suggests respondents value personal choice while recognizing the need for structural support to make healthy choices more accessible.

Mixed perceptions of semaglutide drugs

Public awareness of GLP-1 weight loss drugs is relatively high, with more than 4 in 5 (86%) of respondents having at least heard of these drugs. 

However, perceptions of these drugs are mixed. While 29% see them as ‘effective’, more than 1 in 3 (35%) consider them ‘risky’ and only 1 in 10 (11%) would describe semaglutide drugs as ‘life saving’. Interestingly, gendered differences emerge with women driving the perceptions of weight loss drugs as expensive and dangerous. 

This skepticism is further reflected in opinions on their long-term effectiveness – only 12% deem them highly effective, while half (51%) remain uncertain. Interestingly, those that stated they were extremely or very concerned about their weight are less uncertain and are more likely to view GLP-1 drugs as effective.

The debate extends to accessibility and insurance coverage. Half of respondents (51%) agreed that semiglutides should be more widely accessible and covered by insurance, while 36% were neutral. This ambivalence highlights the tension between excitement over pharmaceutical advancements and concerns about cost, effectiveness, and long-term impact. Again those that are more concerned about their weight are more likely to agree weight loss jabs should be more widely accessible. 

Access to healthy food seen as the most effective solution to obesity

When asked about the most effective strategy for reducing obesity rates, more than half (51%) of respondents favored making healthy foods more affordable. This far surpasses other solutions like public health campaigns (20%), stronger government regulations (13%), and increased access to medical treatments (11%). 

This finding reinforces the notion that while individual choices matter, structural factors, such as food affordability, play a crucial role in enabling healthier lifestyles. In conclusion, brands and retailers that can help increase the accessibility of healthy food and beverages can play a key role in providing a solution to the obesity crisis. 

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We surveyed 1,000 consumers in the US and UK to explore attitudes towards frozen foods, pinpointing where brands can win on messaging – and where more work is needed to change opinions. We also looked at other factors holding consumers back from buying frozen foods, and what steps brands can take to drive purchasing in the category. 

Quick summary

• Many consumers still see frozen food as inferior to fresh, especially in taste and texture.
• US shoppers: 40% think frozen food tastes worse; 44% say texture is worse.
• UK shoppers: 31% think taste is worse; 35% say texture is worse.
• Frozen food is valued for convenience, cost-effectiveness, and reducing food waste.
• Brands should educate consumers on frozen food’s nutrition and freshness.
• Addressing freezer space and in-store placement could drive more purchases.

Taste and texture of frozen foods is still an issue

It’s probably no surprise that the general consensus among consumers is that fresh is best when it comes to taste and texture – but to what extent? In the US, 40% of shoppers believe frozen food tastes worse than fresh, and 44% think it has a worse texture [view full US data]. 

While these are big numbers, it’s encouraging to see that a quarter of consumers think frozen foods actually have a better taste and texture. The remainder believe the taste and texture is the same, putting frozen and fresh on level ground. 

American frozen food brands should take heart that the right messaging can move the needle on perceptions, as seen in the UK, where opinions are more favourable. Here, a lesser 31% of consumers think frozen foods have a worse taste, while 35% believe the texture is worse. But the majority of people think there’s no difference between fresh and frozen foods showing that parity is achievable.    

Consumers need educating about freshness and nutrition of frozen foods

After hundreds of food miles and days in the refrigerator, fresh food is rarely as fresh as we think it is. In contrast, frozen produce is often harvested at peak ripeness and frozen shortly after, preserving the freshness. Despite this, 50% of US consumers think the freshness of frozen foods are worse than their non-frozen counterparts (versus 28% who think they’re better and 22% who think they’re the same).

When it comes to nutritional content, the majority of US shoppers think it’s the same in frozen foods (40%), while 36% think it’s worse and a quarter believe it’s better. This would suggest scope for education around the effectiveness of freezing for preserving the nutritional value of foods.

In the UK, the freshness of frozen food has a slightly better reputation: a third think it’s better than fresh and 30% think it’s the same, while 37% believe it to be worse. People are less likely to think that freezing degrades nutrients, with only 23% saying the nutritional value of frozen food is worse. Nearly 48% think fresh and frozen foods are on a par for nutrition, but 29% think frozen is better [view full UK data]. 

To be truly successful, any education piece should not only focus on the freshness of frozen foods but also the quality of the ingredients. There is a perception of frozen food as highly processed: 39% of US consumers and 34% of UK consumers say they don’t buy frozen products because they want to avoid processed foods. Consequently, where the freezing process allows for the avoidance of artificial preservatives, this should be shouted about. 

Frozen food wins in two key areas

Two areas that represent quick wins for marketers of frozen foods are choice and price – consumers already believe frozen foods are cheaper than fresh and offer more choice. More than 58% of US consumers and a huge 68% of UK consumers say that frozen foods are better than fresh when it comes to cost. 

Doubling down on value messaging could make sense, especially as inflation keeps the cost of food high and consumers continue to seek ways to bring their grocery bills down. All age groups share the perception that frozen foods are good value so calling out frozen as a way to economize should resonate broadly.  

What’s more, frozen food brands needn’t be overly focused on R&D, since consumers already believe there’s a good choice of frozen foods available. In the US, 47% think there’s a better choice of frozen foods than fresh, and 45% think the same in the UK. Just over 25% and 22% respectively think there’s a worse choice of frozen foods, but, overall, the figures suggest that a lack of choice isn’t a big factor preventing sales in the category. 

Shoppers need bigger freezers 

If a lack of choice isn’t holding back sales of frozen foods, then what is? The biggest reason according to our respondents is a lack of freezer space: 58% of Brits and 42% of Americans say they don’t have a big enough freezer. 

This problem is most likely to affect older consumers, especially in the UK, where 68% of over 50s say they lack freezer space. It’s not clear if this is because they have smaller kitchens or because they are already using a lot of freezer space, for example by batch cooking, so more research is needed.

Interestingly there is a solution to this problem, and it’s one that consumers show enthusiasm for: smaller pack sizes. When asked what factors might encourage them to buy more frozen food, 35% of Brits and 32% of Americans answered smaller pack sizes, making it the top answer. 

One other idea, which could help with this problem, is selling frozen foods free of packaging and allowing consumers to ‘scoop their own’ quantities. This is something some UK retailers are already experimenting with. Our data shows that 21% of UK shoppers and 17% of US shoppers believe this would increase their likelihood to purchase. 

Breaking out of the freezer aisle could unlock sales

We also explored if changes to merchandizing could help make frozen foods more accessible to shoppers and found that integrating frozen foods with non-frozen could make a difference. Just under a quarter of Brits would be encouraged to purchase if frozen foods were displayed either alongside complementary ingredients, or alongside chilled and ambient foods. 

A quarter of Americans agree that seeing frozen foods next to complementary ingredients would boost their chances of buying it but only 14% think placing frozen and chilled options together would change their shopping habits. US shoppers are more likely to want to see curated collections of frozen food, such as plant based or party food (21%). 

But while breaking out of the freezer aisle promises more eyeballs for frozen products, for brands that can’t negotiate special cabinet space, simply increasing point-of-sale branding could be equally effective. A quarter of shoppers in both markets say better merchandizing/branding in the freezer aisle would encourage them to purchase. 

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