The team behind HOOKiQ

HOOKiQ is built by the founders of Hook Creative Studio in Melbourne. Between them 4 decades of advertising work, multiple international awards and one published book on what makes ideas stick.

“We built HOOKiQ because we were tired of waiting weeks for focus groups to tell us what we suspected on day one.”

Pat Langton

Founder

With over 20 years in the advertising industry, Pat is a multi-award-winning creative who has worked with some of the world's biggest brands. Frustrated by the slow, expensive nature of traditional focus groups, he built HOOKiQ to help marketers stop guessing and start predicting.

Pat is the published author of Hook: The Idea Behind Why Ideas Catch On, and holds a Silver Cannes Lion and three Clio awards.

Matt Langton

Founder and Developer

Matt brings over two decades of global experience across London and Melbourne, specialising in UI design, 2D and 3D motion graphics, and development. He is the technical architect behind HOOKiQ, ensuring that every synthetic persona is anchored to frontier AI models and trained on billions of real online conversations.

Hook Creative Studio

HOOKiQ is the data-and-software arm of Hook Creative Studio, the Melbourne-based agency Pat and Matt Langton founded in 2024. The studio was created to bridge the gap between agency and production: bringing creative thinking, motion design, and emerging technology under one roof.

HOOKiQ exists because the same audience-prediction problem kept showing up across our agency work. Every brief that landed at Hook had clients asking the same question, one a focus group could not answer fast enough or cheaply enough. So we built the tool we wanted to use.

Get in touch

Press enquiries, partnership conversations, or product feedback: hello@hook-iq.com.

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