Gutsy is an AI-powered research engine that lets you build an AI-lookalike of your audience and predict how they will respond to creative ideas, messaging, strategies, and more. This guide walks you through the basics so you can get started fast.
1. Create Your Audience
Gutsy starts with your audience. You can:
Start immediately with one of the two pre-built general population audiences
Generate a new audience using AI assistance
Build one manually using your own data or past research
Each audience forms the foundation for predictions, so the more context you add, the more relevant the results.
2. Add Context-Setting Documents
Adding text to Documents provide important context and can be added at two levels:
From your Dashboard, create organization-level documents (e.g. brand guidelines, about the company, product or service overviews)
From a Project page, add project-level documents (e.g. creative brief, campaign strategy, positioning documents)
These help Gutsy align with your tone, messaging, and strategic goals.
3. Use Custom Studies (via Chat)
Custom studies are flexible, chat-based tools. They’re ideal when you want to explore a specific scenario, idea, or message in a more conversational, iterative way.
Popular use-cases include:
Focus groups with your lookalike audience
Key message testing
Reputation reactions and issue scenarios
Hook testing or headline comparisons
Competitive positioning
Innovation or product concept testing
To activate a custom study, go to the Chat tab and type /. Gutsy will guide you through the required inputs and deliver predictions in real-time.
4. Use Standard Studies (Report-Based)
Standard studies use a structured template and generate a report-style output. Available options include:
Asset Testing – Predict performance across multiple visual or creative assets
Concept Evaluation – Test messaging platforms or campaign ideas
Omnibus Survey – Ask up to 20 questions to predict attitudes, preferences, or behaviors
Trend Report – Explore cultural and category trends with optional customization
Once a report is generated, you can open it in Chat and ask follow-up questions to dig deeper, compare options, or get more detailed insights.
5. Manage Projects
Projects keep everything organized. Each project can include:
Project-specific documents
Custom or standard studies
Active chat threads
Use the Dashboard to stay on top of progress, switch between projects, and keep your work streamlined.