Positioning
Where the story holds across the committee, and where it splits.
For B2B marketing & demand teams
Research has been broken for 100 years.
The market research industry is built on paying people for their opinion on your brand position, claims and creative. Nobody is paid to be right.
Campaign ReportBrand ReportBrand ReportCampaign ReportBrand ReportCampaign ReportBrand Report
Barry Callebaut · The second generation of chocolateLaunch · 2022
Creative distinctiveness · avg of 2 audiences
65/ 100
Distinctiveness by audience, out of 10
R&D Manager6.6
CPG Founder6.4
Why R&D believes it · 7.4Only a supplier with Barry Callebaut’s processing scale can claim to redesign fermentation and roasting, and cocoa and sugar alone with 50% less sugar demands a formulator’s attention.
AI-lookalike audiences are built on observed behaviour, not stated opinion.
A survey is built on
- What prospects say they want
- What they say would win the deal
An opinion.
Gutsy is built on
- What prospects actually value
- What actually wins the deal
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.”
Test the service, the proof and the pitch.
Before you commit to the narrative.
8.6
7.1
5.4
Claims & proof
Which proof points earn belief, and which trip the show-me reflex.
Competitive position
Where a rival's story is trusted, and the gap to pitch into.
Before you commit to the outreach.
Campaigns & creative
Which route lifts the economic buyer without losing the specifier.
8.46.1
7.27.6
5.88.0
Sales & pitch material
How the deck reads to the person who signs versus the person who specifies.
Risk
Where a claim creates exposure with governance, procurement or compliance.
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 outputs in minutes.
The ask
Which message lands with which buyer?
Retail Category Buyer7.6
CPG Founder7.6
R&D Manager3.1
“How Retail Manufacturers Grow” film · product truth, out of 10
Dot Foods
Message & Claim Testing
Eight lines of Dot Foods copy, read by the founder, the R&D manager and the category buyer. The logistics story wins buyers (#6 of 113 supplier campaigns) and loses R&D (#88): keep the facts, rewrite the mission, add cold-chain proof.
Read the Dot Foods report
The ask
What does the category think we stand for?
R&D Manager #86.56
CPG Founder #235.17
Founder · differentiation #243.34
Out of 10 · rank of 35 ingredient makers; top two rows are the brand score across 8 variables
Tate & Lyle
Brand Audit
Tate & Lyle through the eyes of the CPG Founder and the R&D Manager, against 35 ingredient makers. R&D rank it #8; founders #23, the second-widest gap in the set. The fix: own one specific ingredient story and put the proof next to the planet line.
Read the Tate & Lyle report