The research lab that runs on AI - and refuses to fire the humans.
There is a genre of business that exists mostly to answer a question every company secretly hates: do people actually want this? The traditional answer is a research agency - slow, expensive, bespoke, and stale by the time the PowerPoint lands. Getwizer's whole business is making that sentence obsolete.
Founded in 2014 and originally called simply "Wizer," the company built a consumer-insights platform on an unfashionable premise. In an industry sprinting toward "AI will do everything," Getwizer decided that the best research comes from blending automation and machine learning with actual human researchers - the kind who know that a survey question phrased two different ways gets you two different companies' worth of answers. The AI engine is named WizerOne. The humans are, with a certain self-aware charm, called Wizers.
The mechanism is where it gets interesting. Instead of treating each study as a one-off cathedral, Getwizer breaks research into modular building blocks. Concept testing, brand tracking, ad pre-tests, deep-dive profiling, pricing sensitivity, virtual shelf heatmaps - these are components you snap together into a single research instance rather than commission from scratch. WizerOne classifies and tags the project, then reads the open-ended answers with natural-language processing to check them for relevance and readability. A three-layer cleansing pass strips out the typos, the curse words, the bots, and the suspicious answer patterns that quietly poison survey data everywhere. The unglamorous work, in other words, is the product.
“The best market research comes from blending automation and AI with human expertise.”
Why does this matter? Because the economics of guessing are terrible. A brand that runs one expensive, "perfect" study a year learns slowly. A brand that can run cheap, fast tests learns constantly - and Getwizer reports validating 1,000 ideas for clients in 2024 alone, across 40-plus territories, with 55 repeat clients. The modular model means a new use case is usually a recombination, not a rebuild. That is a growth strategy disguised as an engineering decision.
Getwizer's building-block model turns a research brief into a set of reusable components. Pick your blocks, add your audience, and WizerOne does the tagging, cleaning and first-pass analysis. Here are the kinds of tests teams stack together.
The AI, automation and machine-learning core that breaks research into optimizable units, tags projects, and reads open-ended text responses for relevance and readability.
In-house research specialists who design the methodology, guide clients, and interpret results. The differentiator isn't hidden - it's part of the offer.
An AI pipeline that removes typos, curse words, bots and suspicious answer patterns before they ever reach a dashboard. Bad data is the industry's quiet crisis.
Actionable recommendations delivered at project completion. Clients don't want charts - they want the "so what." Demand for the product grew 125%.
A centralized, searchable database so research lives on across an organization - filterable by title, topic and country instead of dying in someone's inbox.
Survey to insight in as little as five days, with rapid stimulus testing for ads and animatics returning results in days rather than quarters.
Insight, product and marketing teams at consumer brands and agencies use Getwizer to learn what people actually want - before the budget is committed.
“Human diversity equals diversity of thought.”
Getwizer raised $5.5M across two rounds. The notable detail: the people who sell measurement helped fund a new way to collect it - Nielsen's innovation fund appears in both rounds, and a Yahoo Japan-linked fund seeded the start.
The company dropped the article-friendly "get" onto the front later. The research specialists kept the original name - they're Wizers.
Since launching Insights Reports, the associated revenue stream grew 317%. The lesson: the gap between a chart and a decision is where the money lives.
Nielsen's fund invested in both rounds - and Nielsen is also cited as a client. The measurement giant is both investor and customer.
Distributed by design from day one: a New York front door, a Haifa engine room, and research running across 40+ territories.
Explore the platform in motion - product walkthroughs, the hybrid-by-design philosophy, and the resource library.
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