GetWhy
Category: AI in Marketing
An AI-moderated qualitative research platform that designs studies, recruits participants, runs live AI-moderated video interviews, and delivers decision-ready consumer insights in days. GetWhy was founded in 2011. The company is led by Casper Henningsen. Based in Copenhagen, Denmark. Team size: 51-100. Total funding raised: $84.5M. Latest round: Series A Extension. Key investors include PeakSpan Capital, Seed Capital Denmark, Crowberry Capital, Arbejdernes Landsbank, CIBC Innovation Banking.
- Founded
- 2011
- Headquarters
- Copenhagen, Denmark
- Team size
- 51-100
- Total funding
- $84.5M
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-Moderated Interviews (live video interviews in 100+ languages with 17-criteria quality framework), Study Builder Agent (AI-powered study design from brief to ready-to-run), Recruitment Agent (vendor-agnostic screening across 300M+ verified consumers), Research Agent (AI-led analysis and decision-ready reports), Storytelling Agent / GetWhy Stories (narratives, video, podcast packaging of insights), Living Intelligence Layer / Boards (continuous research intelligence), Full-service research agency + self-serve platform
Unique value
Evolved from UserTribe consultancy into the enterprise standard for AI-moderated qualitative research: live AI interviews at researcher-grade rigor in ~48 hours and ~84% lower cost, with human science and Stories that make insights shareable across the org.
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
End-to-end AI-moderated research: AI designs studies, moderates live multi-modal video interviews (words, tone, expression) against a documented 17-criteria quality framework, and packages Stories—not just post-hoc analysis of human-run interviews.
Main competitors
UserTesting, Maze, Dovetail
Key partnerships
PeakSpan Capital (Strategic investment and growth partner), Seed Capital Denmark, Market Logic Software (DeepSights integration for enterprise insights stack, announced Jun 2026), Global enterprise clients including Heineken, Coca-Cola, eBay, Unilever, Maersk
Notable customers
Heineken, Coca-Cola, eBay, Unilever, Maersk, Nestlé, Adidas, Arla, Reckitt, MARS
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 $8.45M debt from CIBC Innovation Banking in February 2025 (total funding then $64.5M), Raised $20M Series A Extension led by PeakSpan Capital in July 2025 to accelerate US expansion, Appointed former Qualtrics CCO Donnchadh Casey to board (Jan 2026), Launched Research Agent and Stories (May 2026); Study Builder Agent (Jun 2026), Partnered with Market Logic Software / DeepSights integration (Jun 25 2026)
Growth metrics
Nucleus Research-validated: 80% faster time to insight, 84% less spend per interview, 12x capacity; 100+ enterprise brands; 1M+ AI interviews across 100+ languages; ~97 employees (Tracxn May 2026); US office (NY) open; total funding $84.5M.
Market positioning
Enterprise-grade generative AI consumer insights platform targeting Fortune 500 marketing and research teams.
Geographic focus
Global; HQ Copenhagen (GetWhy A/S, Sundkaj 125) and US office open (GetWhy US Inc., 228 Park Ave, New York); ~60% revenue from US per Jul 2025 CEO comments.
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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Official website: https://getwhy.io/
