- Former MRY CEO and agency vet Matt Britton pitches his 2-year-old consumer intelligence startup Suzy as a digital assistant like Siri or Alexa for marketers.
- Suzy lets marketers do real-time market research to help with things like product development and ad testing.
- Its client roster includes brands like Microsoft, Johnson & Johnson, Nestle, KraftHeinz, Chipotle, and Crayola, and the company just closed a $34 million Series C round.
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Agency veteran Matt Britton launched his consumer intelligence startup Suzy in 2018, pitching it as an always-on digital assistant like Siri or Alexa for marketers.
Suzy has clients including Microsoft, Johnson & Johnson, Nestle, Kraft-Heinz, Chipotle, and Crayola, and just closed a $34 million Series C round.
The platform has a panel of 1 million US consumers called Crowdtap, that lets marketers conduct surveys and real-time research on subjects ranging from product development to ad effectiveness testing. The company has increased its client list by 80% in the past year, to over 250, according to Britton.
Microsoft, for example, used Suzy to cut its consumer research costs and move faster in the pandemic, said Geoff Colon, head of Microsoft Advertising's brand studio, while supplement startup SmartyPants Vitamins used it to make decisions on product packaging and test ad messaging, according to its SVP of brand Clay Nichols.
Scroll down to see slides from Suzy's pitch deck:
Suzy sells itself as a "human intelligence platform" that helps companies make better, and more informed decisions faster.
The deck lays out examples of the numerous questions marketers can ask its panel of 1 million consumers.
It cites its speed, granular segmentation and ability to retarget.
Suzy credits Crowdtap, its consumer panel, as a secret weapon that allows it to get qualitative and quantitative research.
Suzy says it can be used by companies to get real-time insights on things like which package designs people prefer.
Marketers can decide how they want this data, whether through multiple choice questions or focus groups.
One of the slides lays out how a major beverage company used Suzy to develop a new product, from idea to concept testing.
Another slide goes into how a spirits company used the platform to understand why consumers purchase a competitor.
Another slide highlights how a CPG brand used Suzy to develop an innovation pipeline for a new-to-market healthy snack.
Another slide showed how a bread maker tested different package design graphics.
Suzy also says it helped a CPG company convince a grocery partner that a snack cooler was a good way to grow sales.
Suzy says it's been used by companies to test brand names.
It says it can also help brands gauge consumer sentiment for upcoming launches.
Lastly, Suzy says it can be used to test how well ads work, as it says a frozen food brand did to choose a commercial to air during 2019's Super Bowl.
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