AI at Gusto
Combining human expertise and AI for better research
AI can enhance the process and output, our job is to put it to good use: in how we develop the research, who we hear from and how we understand the findings.
Thoughtful research with AI support
A good project starts with a proper conversation about what you need to know. Our researchers challenge the brief, work out where the gaps are and design the study around the decision you need to make.
AI supports that development. It can help us work through existing information, explore different angles and refine the questions we want to investigate. We use it to support our thinking and make preparation more efficient, with our researchers leading the design throughout.
Keeping people at the heart of research
Combining real experiences with expert judgement.
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The right people in the research
We believe understanding people starts with involving them. Their experiences, hesitations and unexpected answers give us something to investigate. Our recruitment expertise gets the right people into that conversation.
We recruit everyday consumers and customers, as well as specialist and harder-to-reach audiences. We work with client lists and use free find to source participants beyond an existing customer database.
The skill is in getting the right people: understanding who the study needs, checking suitability and finding an approach that gets them engaged. When we contact your customers, we also respect the relationship they already have with you.
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Analysis that stands up to questioning
Our researchers work with AI to investigate patterns, compare accounts and test possible explanations. We check emerging findings against the source evidence and look closely at differences and contradictions.
The challenge runs both ways. We question AI outputs and use AI to question our own interpretation. Does an explanation hold across the sample? What have we overlooked? What evidence suggests we should think again?
Our team brings knowledge of the audience and your business to the conclusions. We explain what the evidence supports, where questions remain and what the findings mean for your next decision.
Let's explore your next research challenge
Whether you're looking to understand your customers, test an idea or make sense of a complex question, we'd welcome a conversation.
Get in touch