Revolutionizing public opinion polling, market research, and consumer psychology insights

People’s internet searches reflect what they do at the ballot box and at the cash register. unumAI is helping brands: explore new markets and strategize, build and renovate their products, persuade audiences more effectively, and measure their brands by researching what people ask the internet.  Google Searches access the “living room” conversations and hidden motivations by examining what people do in privacy rather than unreliable, error-prone surveys… providing less expensive, more honest, more abundant, and better consumer and voter psychology insights.


Unum is Latin for “one” and is taken from the original United States’ motto, “E Pluribus Unum,” which translates to, “Out of many, one.” Aristotle attributes this idea of democracy to Pythagoras who says that the bonds of society, government, and politics are based on those of family and friendship.​

Internet Search and the Audience Journey

Google’s almost monopoly on internet searches makes it the best data-source for understanding how people think. "Everybody Lies" author and Google Data Scientist Seth Stephens-Davidowitz calls Google search history data, "the greatest data set of human psychology ever created." People may deceive themselves or pollsters in surveys, but nobody lies to Google.

A survey is a one-time, momentary snapshot of an audience’s thinking. Google Searches are a deep, rich, longitudinal dataset. More, more-honest, and more-affordable data on peoples’ thinking, attitudes, and perceptions of brands, movements, and products… with equivalent ability to look between neighborhoods as between countries. Non-respondents or undecided respondents to surveys show earlier inclinations in how they’re researching the internet to decide.

Our Philosophy

For better or worse, technology changes the ways that we interact with one another. Rather than ask our neighbors if taxation without representation is just, we search online for answers to our questions. Those search queries are logged and accessible in real-time; they are the greatest dataset of human political psychology ever created.

Nobody lies to Google, but we are susceptible to lying to ourselves, to our friends and family, and to pollsters.

People lie to pollsters because they believe that their political views are private or, they don’t feel comfortable telling a stranger which candidate represents their moralistic world-view for fear of being judged.

These deceptions show up in undecided responses in survey polling. Our methodology removes “undecideds” from the equation by probabilistically predicting their voting-day intentions and behaviors by what they search for.

Political Psychology
Our philosophy is that tribalistic competition frames political discourse, debate, democratic politics, and government. Awareness of the evolutionary biological/social psychological motivations for people to behave politically yields empathy towards everyone, allows blame and malice to be placed behind us, values and validates every perspective as historically and presently reasonable and relevant, opens room for debate once again, and allows for us to strive towards a more perfect union.



The predictive analytics and data that unumAI is able to produce are truly remarkable. The insights they gathered about our business model, target markets, and future market share have become a foundational part of our corporate strategy for 2021 and beyond. Skylar, Bailey, and the team are also delightful to work with and truly feel like our strategic partner. We would recommend them to anyone looking to not only do traditional market research but also looking to gain deeper insights into their business.

Platte River Equity

Sky originally intended this service for political polling… we have test run it at Platte River a couple times on diligence and have been really impressed/pleased with the results.

Our team
Skylar White
Alex Boyce
Lead Data Scientist
Cole Finnegan
Adviser – Regional Managing Partner, Hogan Lovells
Dr. Ryan Elmore
Assistant Professor, Business Information and Analytics, University of Denver
Connect with us

For inquiries please call or email:

Skylar White

+1 720-272-6492

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