is a User Experience Research company based here in Bristol. It comprises of 5 employees and has been going strong since 2018.
We put our 10 questions to Daniel Pidcock,’s founder.
1. In your own words – what do you do?
We are creating a knowledge repository for UX research teams.
A couple of years ago, I was working for a large tech company trying to find a solution to store the results of user testing and experiments. What I found was there were no solutions that worked for large companies and distributed teams.
I developed a process called Atomic UX Research which solves this problem and, we have found, is just a better way to synthesis research.
2. What’s the most exciting thing about what you’re doing?
The unique way that our system is structured will allow us to create a massive public repository. We can show what insights were learned and indicate how much evidence we have for those insights without having to expose company secrets or participants details.
It’s already common for developers to create open source software. We could make it possible for open source user research.
Of course, some companies won’t be interested in this, but we’ve had a lot of interest from other organizations including the Monzo and the BBC.
3. What are you most proud of so far?
I speak at many events about Atomic UX Research and its amazing to see my ideas gaining traction. I’ve had teams in the US, India, Brazil, Africa tell me they are using my process. It’s exciting to see my articles translated and shared across the globe.
Recently the European Commission announced they are incorporating Atomic UX Research in their strategy.
Even if all else fails, I am proud of this achievement.
4. What have you found most difficult about being a startup?
Until very recently, my co-founder and I have both been working full time, as well as pushing this project. In fact, we had to take some time off because we both had our first children around the same time!
I’ve never been afraid of a bit of hard work but holding down a full-time job, looking after a young family, and starting up a business can be exhausting!
5. What would you do differently if you started now?
I think I would have taken a few months off to focus intensively on the product. Taking the leap and committing about 2-3 months to get an investable prototype rather than doing it piece-meal over a year or so.
I think there have been some benefits from this longer approach – more time to think about things and develop our ideas for instance – but I have people who have been waiting to use the system for over a year now. I think we could have been already launched if we had done that.
6. Where do you think you’ll be in 12 months?
We will have our beta product out in 6-8 months and be close to an official launch in a year.
7 – What tools/people/services/organisations from the cluster have helped you most?
The advice is the most helpful thing. Whether that is from professional services such as legal or accountants (recommended by SETsquared), or from other tech start-ups in the area.
8. What’s the best thing about the Bristol & Bath tech cluster?
There seems to be an air of ‘we’re in this together’. Creating a stronger technology scene by helping each other succeed rather than competing.
It was interesting to me that our London based investors are excited that we are Bristol based and keen to invest in the area. I think that says a lot about Bristol and the South West overall.
9. Who will you be nominating for a SPARKie next year?
If I was voting for the 2019 list it would definitely be Andrew Mulvenna for Best Mentor. He has given us so much of his time and invaluable advice without asking for anything in return. I’ll be forever grateful.
I’m not sure who I would nominate in 2020, but I know I would be focused on The ‘Good’ Award. There are so many startups in Bristol that are using technology to make this world a better place. I find it utterly inspirational and I think that, in many ways, it’s the only award that really matters.
10. Where can we find out more about you?
If you do user research, please join our beta list.



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