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GetWhy

Category: AI in Marketing

A generative AI-powered consumer insights platform that automates the analysis of qualitative video interviews to provide rapid, actionable business intelligence. GetWhy was founded in 2011. The company is led by Casper Henningsen. Based in Copenhagen, Denmark. Team size: 51-100. Total funding raised: $60.0M. Latest round: Series A Extension. Key investors include ["PeakSpan Capital","Seed Capital Denmark","Crowberry Capital","Arbejdernes Landsbank"].

Founded
2011
Headquarters
Copenhagen, Denmark
Team size
51-100
Total funding
$60.0M

Value proposition

Reduces the turnaround time for qualitative consumer research from weeks to hours, offering a 10x reduction in cost while maintaining the depth of human-centric insights.

Products and solutions

["AI Video Analysis Engine (Automated transcription and thematic coding)","Generative AI Insights Dashboard (Instant synthesis of consumer trends)","Global Participant Recruitment Network (Access to targeted demographics)","Searchable Video Research Library (Centralized repository for historical research data)"]

Unique value

Successfully transitioned from a human-led consultancy (UserTribe) to a fully automated AI platform that can 'watch' and interpret thousands of hours of video interviews with human-level nuance.

Target customer

Insights and marketing teams at Fortune 500 companies, product managers, UX researchers, and brand strategists.

Industries served

["Consumer Packaged Goods (CPG)","Retail & E-commerce","Food & Beverage","Technology & Software","Financial Services","Healthcare"]

Technology advantage

Proprietary 'Video-to-Insight' pipeline that leverages Large Language Models (LLMs) to process unstructured qualitative data at a scale and speed impossible for manual researchers.

How they differentiate

Proprietary 'Video-to-Insight' generative AI pipeline that automates the analysis of qualitative video interviews, reducing research turnaround from weeks to hours with human-level nuance.

Main competitors

["UserTesting","Maze","Dovetail"]

Key partnerships

["PeakSpan Capital (Strategic investment and growth partner)","Seed Capital Denmark","Global enterprise clients including Nike, Coca-Cola, McDonald's, and Unilever"]

Notable customers

["Nike","Coca-Cola","McDonald's","Unilever","Heineken"]

Major milestones

["Rebranded from UserTribe to GetWhy in January 2024 to reflect AI-first pivot","Secured $34.5M Series A led by PeakSpan Capital in June 2024","Raised $20M Series A Extension in February 2025 to accelerate US market expansion"]

Growth metrics

Achieved a 10x reduction in qualitative research costs; scaled to 80+ employees; transitioned from a traditional consultancy (UserTribe) to a high-margin AI SaaS platform.

Market positioning

Enterprise-grade generative AI consumer insights platform targeting Fortune 500 marketing and research teams.

Geographic focus

Global, with primary operations in Europe (HQ Copenhagen) and North America (New York expansion).

Patents and IP

Proprietary generative AI models and data processing algorithms (No specific public patent filings disclosed; focus is on trade secrets and proprietary datasets).

About Casper Henningsen

Casper Henningsen is a Danish entrepreneur and former professional athlete who transitioned into technology leadership. He began his career as a professional footballer for top Scandinavian clubs, including F.C. Copenhagen and Silkeborg IF. In 2015, he joined the workforce management platform Planday as Head of Growth, where he played a key role in scaling the user base. In 2017, he joined UserTribe (now GetWhy) as Chief Commercial Officer and was appointed CEO in 2018. Under his leadership, the company pivoted from a traditional research consultancy into a generative AI-driven insights platform. He is also the co-founder of Userflow, a no-code user onboarding platform for SaaS companies.

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