GutCheck Debuts 'Innovation Illuminator' NPD Tool

In the US, market research and analytics company GutCheck has launched a 'human experience' intelligence solution called Innovation Illuminator, to support new product development initiatives.

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 Innovation Illuminator solution has been developed to give marketers and product developers information about the 'human experience' of product releases.

The solution sources from millions of digital, contextual conversations and reactions, via text analytics and Hybrid NLP. It then combines proprietary ontologies with machine learning and human expertise to derive eleven distinct, behavior-driving emotions. CEO Rob Wengel (pictured) comments: 'Innovators and insights professionals are under a lot of pressure to find the next 'big idea', but often miss critical human signals. Innovation Illuminator delivers the breadth and depth of human experience intelligence, without which many are left wondering if their innovation will hit the mark'.

Web site: www.gutcheckit.com .