85
80
77
77Concept screening
Rank new ideas against your whole category before development starts.
End the survey as evidence.
For 100 years, the market research industry was built by paying people for their opinion, but nobody was paid to be right.
Product ReportCampaign ReportProduct ReportProduct ReportBrand ReportProduct ReportProduct Report
Liquid Death · Sparkling Mountain WaterSparkling water
Shelf Impact
88/ 100
Audience fit, out of 10
Blue Collar Backbone5.0
Gen Alpha Parents4.7
Finance District1.5
Why it stands out · 9.6Matte black, heavy Gothic type and a melting gold skull radically break from the light blue and clear-plastic conventions of bottled water.
AI-lookalike audiences are built on observed behaviour, not stated opinion.
A survey is built on
- How they say they would react
- What they say they would buy
An opinion.
Gutsy is built on
- How they actually react
- What they actually buy
Behaviour.
“At Greenhouse, speed matters, but so does getting it right. Gutsy gives us instant, consumer-driven feedback on everything from packaging to campaigns, helping us move quickly with confidence and stay true to what our customers love.”
“We complemented consumer research with AI-lookalike audience testing to iterate quickly on our new Pineapple Sour concepts. It’s now one of the top innovation launches in the craft beer category across Ontario LCBO stores this year.”
“Coming from large Tier 1 CPG companies, this type of consumer research would normally take weeks and significant investment. … I use it daily to challenge my assumptions and make the best decisions with the richest data available!”
“We’ve found Gutsy to be an invaluable tool in our daily workflow with our creative and innovation team members, allowing us to test faster and more accurately.”
Ask your audience. Then ask them again.
Build audiences that reflect your real customers, no matter how niche.
Every product, campaign and brand in your space, analyzed against one framework.
A pack, a claim, a price, a campaign. Get answers in minutes, iterate, then ask again.
Every number arrives with the reasoning. You don’t need to take it on trust.
Barebells Peanut Butter Protein Bar, 4-packRead by three AI-lookalike audiences · from the Barebells category report
WW
Wellness Warriors
Ingredient integrity, evidence-backed health benefits and clean formulation.
Emotional resonance
3.71 / 10
FD
Finance District
Premium quality, status signaling and exclusivity.
Emotional resonance
5.25 / 10
CB
Commuter Belt Couples
Convenience, time efficiency and quality-to-price balance.
Emotional resonance
7.04 / 10
Finance District, ranked165 high-protein snack brands, best listing each · emotional resonance out of 10
#1
David Protein Bar, Salted Peanut Butter8.85
David Protein Bar, Salted Peanut Butter8.85#2
Better Bovine Wagyu Beef Jerky8.67
Better Bovine Wagyu Beef Jerky8.67#3
Granolaful Cinnamon Clusters8.15
Granolaful Cinnamon Clusters8.15#10
Barebells Chocolate Dough Bar7.59
Barebells Chocolate Dough Bar7.59Barebells Peanut Butter Protein Bar, 4-packNew study
Research questionWhat do you want to learn or test in this study?
Positioning vs a category rival RecommendedLayer 1: how your brand and claims hold up against the leading competitor.
Claim platform appealLayer 2: how one claim set lands against another, e.g. protein vs fibre.
Which pack shoppers would pickLayer 3: pack-led choice within one format and one channel.
Why the brand may be losing preferenceLayers 1 and 2 across the year, then layer 3 at the shelf decision.
SkipSubmit
Barebells Peanut Butter Protein Bar, 4-packSubfactors out of 10, each with its reasoning
SubfactorScoreReasoning
Thumbnail performance8.8
High-contrast colour and large type stay legible at small digital sizes.
Visual hierarchy8.5
Clear progression from brand to flavour to the key benefit, 20 g of protein.
Brand block recognition8.2
The script Barebells logo and colour-coded flavour bands form a strong brand block.
Contrast vs the category8.2
Vivid orange and bold blue stand out against the white and green of most health bars.
Resealability3.0
Single flow-wrapped bars inside a paperboard box; nothing reseals.
AI market research, put to the test.
90%
Ask two groups of real people the same thing and they won’t fully agree. Across 57 concept tests, AI-lookalike audiences got 90% of the way to that agreement.
Colgate-Palmolive / PyMC Labs · 57 concept surveys
86%
Give the AI a two-hour interview with a real person and it answers surveys the way they do, 86% as consistently as that person answers themselves two weeks later.
Stanford · 1,052 Americans
70
Researchers ran 70 experiments on 119,330 people. AI predicted the results as accurately as a pooled group of expert forecasters.
Nature 656 (2026) · 119,330 participants
Research is a project. Decisions aren’t.
85807777
778876
Packaging and shelf
See which pack wins, audience by audience, before the production run.
64%
51%
38%
Claims and messaging
Find the claim that converts, and the one that costs you credibility.
Pricing
Find the price each audience will pay, and the point where they walk.
Campaigns and creative
Rank concepts, key visuals and copy before you commit media spend.
ClarityShelf Impact
Brand and positioning
See where you sit on every perception layer, and the space nobody owns.
+ more. If you can brief it, you can test it.
Research outputs in minutes.
The ask
Where is the whitespace for a new format, and which audience pays the premium?
Bites & balls6.47
Granola & clusters6.38
Bars5.23
Wellness Warriors · emotional resonance by format, out of 10
Barebells
High-Protein Snacks Category Report
513 listings, three audiences. Bites are 4% of the shelf and lead with Wellness Warriors; Finance District is the one audience that pays the premium. The opening: Barebells Bites in a resealable pouch, without sugar alcohols.
Read the Barebells report
The ask
Which message survives contact with the buyer?
Product truth5.9
Feel-good platform5.6
Licensed characters2.5
Wellness Warriors · message score, out of 10
OLIPOP
Campaign Development
Five message territories from OLIPOP’s own campaigns, scored for the Banana Cream push. Product truth leads, the fiber claims OLIPOP owns are its most believed, and character tie-ins trail with every audience.
Read the OLIPOP report
The ask
What does the category think we stand for?
Differentiation #86.80
Modernity #25.68
Trust #575.70
Finance District · out of 10, rank of 77 premium pantry brands
Graza
Brand Audit
Graza owns the squeeze format: the most differentiated of 77 premium pantry brands for Commuter Belt Couples. Finance District ranks it #57 on trust, and a quality seal and harvest date are the first fix.
Read the Graza report“For 100 years, consumer surveys and focus groups have helped us all feel better about our decisions, but there’s a big difference between feeling better about your decision and actually making a better decision.”
Neil JohnsonCEO and Co-Founder