When Lightbulb AI was founded in Mumbai in 2021 by Vishal Soni, Ritu Soni Srivastava, and Yogesh Sachdeva, the team wasn’t setting out to reinvent the global market research industry. In fact, their earliest experiments had little to do with advertising or consumer insights at all.
“Initially, Lightbulb came about as an idea in attention capture for the EdTech vertical,” Vishal Soni, chief product officer at Lightbulb AI, told AIM. The hypothesis was simple: as education moved online during the pandemic, could technology measure and improve student attention?
But as post-pandemic behaviour shifted and EdTech adoption slowed, the founders discovered an unexpected pull from the world of market research, where brands were struggling to understand not just what people said, b
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