Existing customers, split by needs and behaviours
Ground the study in customer evidence relevant to this decision.
Sunzu for insights analysts
More questions answered.
Evidence you can examine.
The business needs an answer before the next research cycle. Turn your existing customer evidence into audiences you can interview, challenge and learn from in minutes.
Used by
- Insights analysts
- Product managers
- UX designers
- Marketing strategists
- Copywriters
- Go-to-market leads
- Growth managers
Trusted by
Backed by
- Microsoft for Startups
- NatWest Accelerator
The work in front of you
Give stakeholders a finding they can question.
Review themes, source references and confidence before a finding becomes a recommendation. Keep the open questions visible alongside the answer.
- Depth interviews
Explore the question behind the brief
Use depth interviews to surface motivations and objections, then sharpen the questions you take into fieldwork.
Explore depth interviews - Concept testing
Compare directions before commissioning a study
Put competing propositions in front of the same audience and examine where reactions differ.
Explore concept testing - Depth interviews
Make existing evidence work harder
Ground audiences in previous research and revisit them when a new stakeholder question arrives.
Explore depth interviews
Your next study
Which unmet needs deserve deeper investigation?
Bring a real question. We’ll scope the audience, evidence and study together.
Start with what you have
Interview transcripts
Survey findings
Research question
From research to a decision
A sharper brief for your next human study
Keep the question, the evidence and the next action connected.
Ask
What stops security-conscious customers adopting a new protection feature?
Examine
Separate lack of understanding from lack of trust. Review which audience reactions point to each explanation and how well they are supported.
Act
Take the strongest hypotheses and unresolved questions into interviews with real customers.
Illustrative research brief. This is an example of how to use findings, not a completed customer study or a product screenshot.
Internal back-testing
Depth interviews. Measured against a human reference.
Sunzuin minutes76%
Human expert with AIin days54%
Human insights, retestedin months100%
Sunzu internal back-testing. Human insights, retested is the reference set to 100%. The same humans were retested within a two-week interval. This is a study-specific comparison, not an overall accuracy score or a guarantee for your study.
From our customers
Relied on by global experts
Director, Consumer Insights & Strategy
In just a couple of months, over 170 of our colleagues have run over 500 studies.
We’re now directly integrating audiences into many of our research, product and marketing workflows.
Director, Global Product and Design UX Research
In a market flooded with AI-generated noise, this was the first platform that genuinely earned our trust.
By grounding its models in research principles, behavioural science, and real customer data, it delivers insights that feel credible, transparent, and actionable.
It changed our perspective on what’s possible with AI in customer research.
A few useful answers
Before your first study.
Yes. Customer evidence can include interview transcripts, surveys, support themes, CRM data, product analytics and previous studies. Discuss which sources best represent the audience you want to understand.
Review its source references and confidence rating, then check it against your own evidence. Sunzu’s methodology includes two validation gates and abstention where the evidence does not support an answer.
Sunzu creates audience characters grounded in customer evidence and enriched with a behavioural corpus. They are simulations. Use findings to explore directions and sharpen questions; lived experience, unexpected behaviour and consequential decisions still need research with real people.