NEWS2 March 2011

GutCheck wins $1m advertising prize at DEMO conference

North America Technology

US— GutCheck, a DIY online qualitative research service, has won the $1m People’s Choice Award at the DEMO conference for emerging technologies and new product innovations.

The prize was voted for by conference attendees and the press and hands the company a free six-month advertising campaign to run across selected titles owned by conference organiser IDG – including CIO, Macworld and PC World – as well as the DEMO and Venturebeat websites.

GutCheck, which moved out of beta this week, charges users $40 per interview, including respondent incentive. In keeping with the DIY spirit, clients of the service can conduct the interviews themselves, though professional moderators are available at additional cost.

The company pitches its offer as ideal for early-stage concept and copy tests. GutCheck is privately-held and backed by $2m in funding from Highway 12 Ventures, Village Ventures, and several “notable entrepreneurs” from the market research world.

Its CEO is Matt Warta (pictured).