Priority customer segments with different motivations
Ground the study in customer evidence relevant to this decision.
Sunzu for marketing strategists
Make your positioning
mean something to them.
A strategy can sound convincing in the room and miss the people it is meant for. Explore your audience’s priorities, language and objections before the campaign brief is locked.
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 your creative brief an audience perspective.
Turn motivations and objections into a clearer proposition, sharper supporting proof and better questions for campaign testing.
- Depth interviews
Get beneath the demographic
Explore motivations, barriers and decision contexts with depth interviews grounded in customer evidence.
Explore depth interviews - Concept testing
Challenge the positioning
Compare propositions and examine what your audience understands, values and doubts about each one.
Explore concept testing - Ad testing
Carry the strategy into creative
Test how your message comes through in adverts before committing to a campaign direction.
Explore ad testing
Your next study
Which promise matters to the audience we want to reach?
Bring a real question. We’ll scope the audience, evidence and study together.
Start with what you have
Positioning statements
Campaign brief
Audience research
From research to a decision
A positioning recommendation with reasons
Keep the question, the evidence and the next action connected.
Ask
Should a protection product lead with peace of mind or control?
Examine
Explore how different audience segments interpret each promise, what makes it credible and which objections remain.
Act
Choose the message to develop and give the creative team a brief grounded in audience reactions.
Illustrative research brief. This is an example of how to use findings, not a completed customer study or a product screenshot.
Internal back-testing
Concept testing. Measured against a human reference.
Sunzuin minutes85%
Human expert with AIin days58%
Research, 500+ humansin months100%
Sunzu internal back-testing. Research, 500+ humans is the reference set to 100%. 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.
Define the audiences relevant to your strategy and run studies against them. Use consistent concepts and questions so you can examine differences in interpretation and motivation.
It can help explain reactions to a proposition or advert. It does not guarantee conversion, revenue or media performance; validate those outcomes through live campaigns.
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.