Suzy offers fast, agile survey-based research with access to a large consumer audience. Simporter analyzes real consumer behavior data (not prompted responses) and delivers a full innovation pipeline from insight discovery through validated, sized concepts.
Side-by-side comparison
| Feature | Simporter | Suzy |
|---|---|---|
| Data source | Real consumer behavior: reviews, searches, social | Survey responses from proprietary panel |
| Research approach | AI-powered behavior analysis | Agile surveys, video interviews, focus groups |
| Insight discovery | AI surfaces unmet needs from 1M+ signals | Survey-dependent (you ask, they answer) |
| Concept generation | AI-assisted, grounded in consumer evidence | Not offered |
| Concept testing | 5-day turnaround with synthetic and real panels | Fast survey-based testing (days to a week) |
| Opportunity sizing | Included in sprint deliverables | Custom survey-based sizing |
| Speed | 6-week end-to-end sprint | Individual surveys in hours; programs take longer |
| Bias profile | Minimal (unprompted behavior signals) | Survey bias (social desirability, acquiescence) |
| End-to-end pipeline | Insight to validated, sized concept | Individual research studies (not connected) |
| CPG focus | Purpose-built for CPG/FMCG | Cross-industry |
Suzy makes surveys faster and more accessible. Simporter replaces the need for many surveys entirely by analyzing what consumers already do and say unprompted. For CPG teams focused on innovation, Simporter provides a more complete pipeline. For teams that need direct consumer dialogue (video interviews, open-ended qualitative), Suzy offers strong capabilities.
For individual survey questions, Suzy can return results in hours. But Simporter delivers a complete innovation pipeline (insight discovery, concept generation, validation, sizing) in 6 weeks, a process that would require multiple separate Suzy studies over months. The end-to-end speed favors Simporter for innovation work.
Choose Suzy when you need direct consumer responses to specific questions, qualitative video interviews, or ad-hoc research outside CPG. Choose Simporter when you want to discover unmet consumer needs from real behavior data and carry those insights through to validated concepts without running multiple survey rounds.
Simporter primarily analyzes unprompted consumer behavior: real reviews, search queries, and social conversations. For concept validation, Simporter uses both synthetic panels (for early-stage iteration) and real consumer panels. This hybrid approach captures revealed preference (what people do) rather than stated preference (what people say in surveys).
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