May 17, 2011

GutCheck – DIY Market Research

GutCheck is a web-app that companies can use to get qualitative market research in an instant. Rather than waiting days or weeks to gather an in-person focus group and measure their reactions, GutCheck makes it possible for companies to get feedback on their latest ventures and ideas directly from their target audience immediately. GutCheck can be used to help businesses test new advertisements, new products, or new brand identities.

Before moving forward with any plans for a new service, advertisement, or product that your company has in the works, check in with GutCheck to find out what your target audience really thinks. Create a chat guide based on the questions you’d like to ask and the overall objective of the research you’re doing, and then begin selecting the types of participants you’re looking for. GutCheck lets you screen the people you’re interviewing from a panel with more than 5 million participants, ensuring that you’ll find your target audience no matter how stringent your demographic requirements may be. Next, it’s time to interview the audience you’ve selected using a series of custom interview questions. Interviews with GutCheck are done in an instant messaging style within the GutCheck system, making it possible to speak directly to a potential customer and get his or her take on your ideas in real time. When you’ve gotten all the information you need, you can save the chat and get a transcript that is easy to share with coworkers.

For first-time users, GutCheck offers a number of helpful guides that can aid in the process of designing useful interview questions that will solicit the right type of feedback. For companies that don’t have the money or the time to put together large in-person focus groups or one-on-one market research studies, GutCheck is an excellent and relatively low-cost DIY solution.

Practical Uses:

  • Find out whether the new commercial you’re creating is actually any good
  • Get ideas on what types of products excite your target customers
  • Model your advertising campaign based on ideas from your audience
  • Design new products that actually fit the lifestyle of your average customer

Insider Tips:

  • Use a ‘Chat Guide’ to simplify the process of a one-on-one interview
  • Upload images to get feedback from potential customers on new designs
  • Chat transcripts can be accessed and referenced by anyone in your company
  • All market research correspondents are 18 or older and located in the U.S.

What we liked:

  • Online interviews are much cheaper and faster than in-person interviews
  • GutCheck can deliver interviewees who are ready to be interviewed within five minutes of any request
  • Transcript files can be renamed to reflect the demographic being interviewed or the topic being discussed
  • Companies can handle their market research in-house, without having to hire outside firms

What we didn’t like:

  • GutCheck’s 5 million interview participants are all 18 or older, which eliminates the opinions of pre-teens and most teenagers


Company Info:

  • Launched: February 2011
  • Privately Held
  • Headquarters: Denver, Colorado
  • Founded by: Matt Warta, Carl Rossow and Jen Drolet
  • Web site:


  • Pay-as-You-Go plan is $40/chat
  • Buy in Bulk plan is $380 for 10 chats, $720 for 20 chats, or $1,080 for 30 chats
  • Special pricing for the Startup Program plan and the Team Edition plan

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