GutCheck Launches Audience Illuminator

In the US, research and analytics company GutCheck has launched an exploratory product called Audience Illuminator, to help understand target audiences and develop personas.

Launched in 2010, Denver, CO-based GutCheck offers a device-agnostic quant and qual platform which can ingest and synthesize data from a wide variety of sources, including respondent data, data management platforms, CRM systems, and other behavioral and attitudinal data.

The new tool, Audience Illuminator, can be employed at any stage of the research process, and the intelligence it uncovers used to inform the strategies of consumer insights, product innovation and marketing teams. Using a multi-measurement approach that taps into unconscious and conscious factors of consumer choice, the tool identifies specific insights including: OCEAN personality type, latent needs, shopping motivations and behavior, usage occasions, lifestyle, hobbies and interests, and media consumption habits.

CEO Rob Wengel (pictured) comments: 'Audience Illuminator is a robust answer to a problem that many brands face in today's environment: understanding their continuously evolving target audiences and developing the products and marketing campaigns that will most resonate with them. With this solution, we're combining key persona development with actionable recommendations - all within an agile framework - to help our clients make more consumer-centric decisions and gain the competitive edge they need'.

Web site: www.gutcheckit.com .