Build the audience picture before the brief
Build, segment, and pressure-test category audiences with AI-lookalikes calibrated to your real shoppers. Know who buys, who lapses, and who you have to win — before the brief locks.
Bad research starts with the wrong audience
Teams often test with broad segments that flatten the real buyer. Gutsy helps define vivid, usable personas before concepts, claims, and campaigns are evaluated.
Move beyond age and income into motivations, constraints, category habits, and decision triggers.
See where audiences align, where they diverge, and which segment should drive the decision.
Use personas directly inside studies, reports, and future insight searches.
Everything you need to understand who you are testing with
Persona Generation
Create structured consumer archetypes from brand, category, and market context.
Segment Comparison
Compare needs, objections, proof requirements, and decision triggers across groups.
Motivation Mapping
Understand what each audience wants, avoids, believes, and values.
Custom Profiles
Define demographic, psychographic, behavioral, and channel-specific traits.
Audience Questions
Ask personas why they react, what they notice, and what would change their decision.
Insight Reuse
Save audiences and connect their reactions across studies over time.
A stronger base for every study
Deep intelligence for every buyer segment
Gutsy reports turn audiences into practical research inputs: motivations, objections, proof needs, language patterns, purchase context, and future study recommendations.
Build audiences in minutes
Enter your context
Share your brand, category, product, channel, or customer hypothesis.
Generate personas
Create audience profiles with demographics, motivations, habits, and objections.
Use them in studies
Run tests, focus groups, and reports through the audiences that matter.