Imagine
Start with a personal context, need or moment that matters.
Whalets
SAMRA 2026 Gold AwardTurn surveys into co-creation.
Whalets are mobile-first AI co-creation surveys that let people create, visualise, edit and refine ideas—not simply answer questions or react to finished concepts.
The creative journey becomes evidence: every prompt, reaction, edit, rejection and final choice can help a team understand what matters and why.
Talk to us about Whalets
A different kind of survey
Instead of asking someone to rate an idea, ask them to build it.
The concept emerges through the participant’s imagination, reaction and refinement.
AI’s role is to bring an idea to life through visualisation.
Participants are not expected to be designers. The experience gives ordinary people a more expressive way to communicate intention, emotion and preference.
Your consumer can be an extended team member.
Participants can help create:
Brand names
Logos and visual identities
Colours and symbols
Campaign messages
Characters and personas
Campaign stories
Products and rewards
Store and digital experiences
Prompt scaffolding
Guidance gives people a way in without taking their ideas over.
A blank prompt can be intimidating. Whalets uses a thoughtful structure that builds towards a richer prompt, while the creative choices remain with the participant.
- 01Personal context and the situation that matters to them
- 02The role a product, service or brand could play
- 03The message or feeling the idea should communicate
- 04A name, character, visual identity or story
- 05The emotional response it should create
- 06A first visual expression to react to and improve
After the first creation, participants can rate, react to and improve it—giving them greater control over where the idea goes next.
Iteration by design
The iteration loop lets people get involved in optimising their idea.
Articulate
Use guided questions to put an idea, feeling or preference into words.
Visualise
Bring that thought to life as a tangible first expression.
React
Notice what feels right, what does not, and what is missing.
Improve
Add detail, adjust the direction and make the idea more personal.
Learn
Read the choices, changes and reasoning as evidence.
Creative confidence differs from person to person.
Some people appreciate an output but struggle to suggest changes; others make small adjustments; others actively challenge and develop the idea. The research design needs to invite and support each of these modes.
What becomes data
The most valuable data can be the decisions made while creating.
Traditional concept testing often treats the final response as the data. Co-creation captures the path to that response, revealing both intention and priority.
Original intention, prompt and first expression
Emotional reactions and what participants rejected
What they chose to add, remove, amplify or protect
Improvement instructions and regenerated expressions
Reasoning throughout the creative journey
Generated visuals are exploratory evidence—not finished creative executions.
Better consumer expression
People build, adapt and improve ideas themselves, revealing what they imagine, want, reject and refine.
Richer research data
Prompts, edits, rejections and final choices capture needs, language, emotions, visual cues and preferences.
Easier participation
Guided starting points remove the blank-canvas problem while leaving room for imagination and originality.
Faster insight to action
Teams can explore and refine ideas earlier, moving more quickly from participant input to innovation direction.