GutCheck adds innovation tool

The ‘Innovation Illuminator’ uses natural language processing and text analytics to analyse data from contextual conversations, with the aim of identifying emotions underpinning decisions and loyalty.

The tool combines ontologies and machine learning and can be used to explore categories, inform new products and optimise products and services.

Based in Denver, Colorado, GutCheck’s platform is used to conduct research including concept and messaging testing, brand and advertising studies and creative testing.