GetWhy

GetWhy, a consumer research technology company headquartered in Copenhagen, Denmark, is reshaping the market research industry by leveraging artificial intelligence. Founded as UserTribe in 2011 and later rebranding, the company officially launched its AI-powered platform in 2022. The firm was co-founded by Casper Henningsen, who serves as the CEO, and Jonas Alexandersson. Their mission is to address the shortcomings of traditional market research, which they describe as slow, costly, and disconnected from the rapid pace of modern product development and customer engagement.

The company operates on a B2B model, providing an end-to-end consumer insights platform for go-to-market, innovation, and marketing teams at large enterprise consumer brands. Its client roster includes prominent global names like The Coca-Cola Company, eBay, Nestlé, Adidas, Unilever, and Heineken. GetWhy's business model centers on its proprietary generative AI platform, named Bloom, which automates the entire qualitative research process. This includes designing studies, recruiting participants from a global pool of over 300 million consumers, conducting and moderating video-based interviews, and synthesizing the data into actionable insights. This allows companies to receive in-depth qualitative feedback within hours, a process that traditionally takes weeks.

The core service revolves around transforming video interviews into strategic narratives, enabling clients to test creative assets, validate product concepts, and refine marketing campaigns with unprecedented speed. For instance, eBay reported being able to bring consumer feedback into meetings within three days, a task previously considered impossible. By automating the labor-intensive aspects of qualitative research, GetWhy offers its services at a fraction of the cost of conventional methods. The company has demonstrated significant growth, attracting substantial investment, including a major Series A round led by PeakSpan Capital, to fuel its global expansion and cement its market position. With 60% of its revenue already coming from the United States, GetWhy is set to open a U.S. office in 2025 to better serve its largest market.

Keywords: consumer research, qualitative insights, generative AI, market research, video feedback, brand intelligence, customer understanding, product development, marketing effectiveness, AI platform