What Gauge (Gauge.AI) does

Gauge (legally Get Gauge, Inc.) is a consumer research and insights platform founded in 2017 and headquartered in Upper Marlboro, Maryland. The company serves enterprise brands seeking rapid, high-quality consumer feedback for use cases including creative testing, product testing, packaging testing, and activation strategy. Named clients include Pinterest and Sephora, with the Sephora engagement contributing to the award-winning Black Beauty is Beauty campaign and the Pinterest engagement supporting features like the Hair Pattern tool and the annual Pinterest Predicts trend report.

The company's core technology is Living Profiles, an AI-powered consumer segmentation platform that synthesizes individual survey responses into segment-level representations using Google Gemini 2.5 Pro and Gemini 2.5 Flash models accessed through the Gemini Enterprise Agent Platform. Surrounding this core are additional research modules: QuAl/Quant deep dives (video/audio surveys), Group Chat, LiveLabs (focus groups and in-depth interviews), Make Me a Moodboard (AI visual direction), Gauge IRL (smart glasses-enabled in-context observation), and a Virtual Advisory Council. A specialized Gen Alpha research platform extends the same toolkit to younger audiences. Multi-modal data (text, video, audio, image) flows through the platform with Human-in-the-Loop validation, and the architecture emphasizes privacy through zero data retention at the AI provider.

Gauge operates on a sales-led B2B model, charging enterprise clients on a quote-based, multi-year contract basis. A consumer-facing Gauger app (iOS and Android) recruits a diverse participant community that completes paid studies ($5–$50 per study, paid via PayPal or gift card), functioning as the supply side of a two-sided insights marketplace. The company is founder-led (CEO Joshua DuBois, co-founder and CPO Brandon Andrews, co-founder and CSO Alfred Dunn), privately held, and has received only $100,000 in disclosed funding from Google for Startups (2021). Recognition includes Fast Company's Most Innovative Ideas and the 2022 World Changing Idea award.

Name

Gauge (Gauge.AI)

Legal name

Get Gauge, Inc.

Website

https://gauge.ai

Company type

Private

Founded year

2017

Operating status

Operating

Headcount range

11–50 employees

Short description

Gauge (Get Gauge, Inc.) is a B2B consumer insights platform that uses AI-powered Living Profiles and a community of paid 'Gaugers' to deliver video, audio, and survey-based research to enterprise brands including Pinterest and Sephora.

Ownership category

akta.pro rank

Product category

Consumer Research Software

NAICS

All Other Miscellaneous Retailers (459999)

SIC

Retail-Miscellaneous Retail (5900)

akta.pro primary industry

B2B / Industrial Market Research (MPAAALAA)

Keywords

• Consumer research platform
• Market research software
• AI consumer insights
• Survey research services
• Video survey platform

Headquarters

HQ city

Washington

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B

Offering type

Software

Cost components

Technology or R&D, Personnel, Marketing or Sales, Operations

Revenue model

1. B2B Research Services: Gauge provides research services to brand partners (referred to as 'Partners') through survey-based research, AI-powered analysis, and segment-level insights. Partners sponsor surveys and receive aggregate consumer insights.
2. Living Profiles: AI-powered consumer-segment platform where partners pay for access to segment-level insights and conversational engagement with synthesized consumer profiles.
3. Expert/Named-Panel Research: Traditional named-panel or expert-panel research where identifiable contributions from participants (first name, photo, video responses) are shared with Partners for specific research engagements.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels3 records

Core offering

Gauge is a B2B consumer research platform that helps enterprise brands collect rapid, high-quality consumer insights through video/audio surveys, focus groups, and a community of paid participants called Gaugers. Its flagship offering, Living Profiles, uses Google Gemini AI models to synthesize individual survey responses into segment-level consumer profiles that brand partners can interact with conversationally.

Product overview

Gauge is a consumer research platform operated by Get Gauge, Inc. that helps brands understand consumers through survey-based research and AI-powered analysis. The platform offers a suite of research tools including Living Profiles (AI-powered consumer segment platform), Qual/Quant Deep Dives (video/audio surveys), Gauge Group Chat, LiveLabs (focus groups/IDIs), Make Me a Moodboard, Gauge IRL (smart glasses research), and Virtual Advisory Council. The Living Profiles product uses Google Gemini AI models to synthesize individual responses into segment-level insights, while traditional research tools enable creative testing, product testing, packaging testing, and live watch events. Gauge also offers a specialized Gen Alpha research platform for studying younger consumers.

Differentiator

Problem solved

Functional benefit

Products and services

• Living Profiles AI-powered consumer-segment platform that synthesizes individual survey responses into segment-level representations using Google Gemini models, enabling brand partners to interact conversationally with aggregated consumer insights.
• QuAl/Quant Deep Dives Video- and audio-based survey tool that delivers qualitative and quantitative consumer data with meaning for brand research.
• Gauge Group Chat Virtual focus group tool that convenes target audiences for collaborative qualitative research on their own terms.
• LiveLabs / Focus Groups / IDIs Virtual, in-person, or hybrid focus groups and in-depth interviews for qualitative consumer research.
• Make Me a Moodboard AI-powered instant visual direction tool that generates mood boards for creatives and designers.
• Gauge IRL Smart glasses-enabled research tool that lets researchers observe consumers watching and interacting with the world in real-world contexts.
• Virtual Advisory Council On-demand expert panel access providing expertise to brands without requiring relationship management overhead.
• Gen Alpha Research Platform Specialized platform for researching Generation Alpha consumers, featuring kid-friendly tablet-based surveys, AI-powered video diaries, and focus groups with parent participation.
• Gauge Mobile App (Gauger App) Mobile application for iOS and Android that allows consumers to join the research community as Gaugers, complete surveys, and receive incentive payments via PayPal or gift cards.

Named customers2 records

Segments3 records

Ideal customer profiles1 record

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

AI capability9 records

Feature6 records

Partnerships

One partnership is on record.

• Google Cloud PlatformcoreTechnology or IntegrationGauge uses Google Cloud Platform for hosting, storage, and AI processing infrastructure. This is fundamental to Gauge's Living Profiles AI-powered consumer segment platform.

Scale indicators2 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Toluna: Digital consumer insights and research panel provider. Closely matches Gauge's online survey-based research and panel-driven model for enterprise brands, with comparable technology and target buyers.
• UserTesting (UserZoom): Human insights platform using video-based feedback and panels for enterprise product, creative, and experience research. Overlaps directly with Gauge's video-based QuAl/quant deep dives and focus group formats.
• Remesh: AI-powered qualitative and consumer research platform that conducts live, asynchronous conversations with audiences and synthesizes results. Highly comparable to Gauge's AI-driven synthesis of survey responses into segment-level insights.
• Dynata: Large first-party research data and panel platform serving enterprise insights teams. Comparable in B2B research services, panel-based methodology, and enterprise brand customers, though at much larger scale.
• Discuss.io: Enterprise qualitative research platform focused on video focus groups and IDIs for brand insights. Comparable in qualitative methodology, enterprise brand customer base, and video-first research tools.

Broad incumbents

• GfK (now part of NIQ): Global market research firm with strong consumer goods and brand insights practice. Comparable enterprise customers and consumer insights use cases, but operates as a large diversified incumbent versus Gauge's specialist model.
• Nielsen (NielsenIQ): Established consumer measurement and insights provider for global brands. Comparable in serving enterprise consumer brand decision-makers with insights, though its core focus is panel-based measurement rather than AI-synthesized qualitative research.
• Qualtrics: Large-scale experience management and consumer insights platform with deep enterprise reach. Overlaps with Gauge on survey-based brand and customer research, but offers a much broader XM suite rather than a research-specialist focus.
• Kantar: Global market research and consumer insights incumbent serving many of the same enterprise brand customers as Gauge. Comparable in target market (CMOs and brand teams) and consumer insights use cases, but operates at far greater scale with proprietary panels.

Emerging players

• Prolific: Online participant recruitment platform for academic and commercial research. Comparable to Gauge's Gauger community in supplying vetted research participants, but with a different primary buyer (academic and product teams) and self-serve model.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• Pinterestpinterest.com/gauge
• Facebookfacebook.com/people/Gauge/61550000000000
• Instagraminstagram.com/wearegauge
• Xx.com/GaugeResearch
• YouTubeyoutube.com/@wearegauge

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 records

Funding overview

Funding rounds1 record

Investors1 record

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Gauge (Gauge.AI)