Behind every dataset is a
human story.
Our job is to uncover it.
Behind every dataset is a
human story.
Our job is to uncover it.
Signal & Noise was founded on a simple belief:
Businesses don’t need more data; they need better understanding.
Businesses don’t need more data; they need better understanding.
Every year, organisations collect millions of survey responses, customer reviews, behavioural metrics and analytics. Yet many strategic decisions are still made with uncertainty.
Not because there isn’t enough information.
Because information alone rarely explains why people behave the way they do.
At Signal & Noise, we believe that understanding consumers requires looking beyond reported opinions. Traditional market research remains essential, but it doesn’t always capture the emotional and unconscious processes that shape real-world decisions.
That’s why we combine rigorous quantitative and qualitative research with behavioural science and consumer neuroscience.
Not to replace traditional methods.
To strengthen them.
The goal isn’t to collect more data.
The goal is to understand people better.
Alina Băsu
Founder | Market Researcher | PhD Researcher
Signal & Noise was founded by Alina Băsu, a sociologist with more than 18 years of experience designing and managing B2B and B2C research across multiple industries and international markets.
Beyond market research, Alina has hands-on entrepreneurial experience and has been actively involved in business strategy, giving her a practical perspective on the decisions research is meant to support.
Today, alongside leading Signal & Noise, she is pursuing a PhD in Marketing, exploring how traditional market research and consumer neuroscience can be combined to better understand consumer behaviour.
As an ESOMAR member, she continuously explores emerging research methodologies and behavioural science, ensuring that the methods behind Signal & Noise remain grounded in the latest scientific evidence.
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Signal over Noise
We deliver what matters, not what's available
"We deliver what matters, not what's available."
Every project starts with one question: What decision does our client need to make?
Our role isn't to collect more data; it's to identify the insights that truly matter. We filter, prioritise and simplify, focusing on the evidence that helps businesses make better decisions, not longer reports.
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Business pragmatism
Research should move businesses forward
Research should create confidence, not complexity.
Whether we're analysing survey responses or neuroscience data, every insight should support a real business decision. If it can't be applied, it isn't finished.
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Respect the Human behind the Data
Data has a face. We don't forget it
Behind every response is a person who has given us their time and attention.
Respect for participants, informed consent, data privacy and ethical research aren't compliance checkboxes. They're the foundation of everything we do.
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Vetted innovation
We test on ourselves before we test on your budget
Innovation should reduce uncertainty, not create it.
We continuously explore emerging research methodologies and technologies, but we don't chase trends. Every new approach is tested, refined and critically evaluated before it becomes part of our research toolkit.
Global reach. Local understanding
From our base in Iași, Romania, we partner with clients around the world, delivering research that’s both globally informed and locally relevant.
Although headquartered in Romania, Signal & Noise supports organisations across international markets through remote and scalable research solutions.
Our capabilities include:
- Multi-country B2B and B2C studies
- Quantitative and qualitative research
- Remote eye tracking and behavioural research
- Flexible international project management
Wherever your consumers are, our research can reach them.
Not sure yet?
Not sure which methodology
fits your challenge?
Tell us about your challenge and we will
help you find the right approach.