Concepts
New offers ranked against the category before you build them.
For consumer brands & marketing teams
Research has been broken for 100 years.
The market research industry is built on paying people for their opinion on your products, brand and marketing campaigns. Nobody is paid to be right.
Product ReportCampaign ReportBrand ReportProduct ReportBrand ReportProduct ReportProduct Report
OLAPLEX · N°.5 Bond Maintenance ConditionerHair care · 250 ml bottle
Claim belief · avg of 10 audiences
76/ 100
Claim belief by audience, out of 10
Finance District9.0
Wellness Warriors8.8
Blue Collar Backbone3.9
Claim belief · 9.0 vs 3.9Finance District buys the ‘Stylist Tested’ and ‘#1 Salon’ proof; Blue Collar Backbone reads ‘repairs damage in 1 wash’ as too good to be true.
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.”
Test the offer, the creative and the price.
Before you commit to the launch.
7.48.66.1
Naming & positioning
Which name and which promise your real buyer understands first.
Price
What each audience will pay, and the point where they walk.
Before you commit to the marketing.
Creative
Which route earns attention and intent before you buy media.
64%
51%
38%
Messaging
Which line converts, and which one costs you credibility.
8.9
7.4
6.2
Audience
Who the buyer actually is, before you target against them.
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
Where can OLLY add formats or price up, and which products overlap?
Cul-de-Sac Comfort7.49
Tech Titans6.22
Blue Collar Backbone3.31
OLLY Women’s Multi Gummy · emotional resonance, out of 10
OLLY
Portfolio Strategy
21 OLLY products against 372 gummy families. Eight overlap across beauty, sleep-immunity and energy. Keep the multi core, add a premium focus gummy for Tech Titans, and sunset Heavenly Hair.
Read the OLLY report
The ask
Which message survives contact with the buyer?
“Smell Like a Man, Man”8.61
Coming of age8.45
“24/7 Protection”6.12
Cul-de-Sac Comfort · message strength, out of 10
Old Spice
Campaign Development
Eight territories from Old Spice’s own campaigns, read for the next Swagger push. The 2010 platform still leads every audience: prove it with “30% Bigger” and the 19% active, and qualify “24/7”.
Read the Old Spice report
The ask
What does the category think we stand for?
Tech Titans #17.97
Cul-de-Sac Comfort #56.20
Blue Collar Backbone #274.99
Brand score across 8 equity variables · rank of 73 prestige beauty brands
Medik8
Brand Audit
Medik8 owns the evidence-led buyer: Tech Titans rank it #1 of 73 prestige beauty brands, and trust leads with all three audiences. The equity stops at the $68 price tag.
Read the Medik8 report