Gusto Research

Gusto Research is an independent research agency in the UK that studies what customers and audiences think and do. Its senior team works directly on client questions, and the site marks twenty years of operating.

The agency also publishes its own self-funded reports on consumer finance, later life and the effects of Covid-19 on UK households.

Products and services

• Brand health and communications: testing positioning and messages, including in complex or regulated markets.
• Product and service development: refining and validating new propositions before launch.
• Customer and user experience: mapping how customers or members interact with an organisation.
• Audience understanding: research with complex or underserved groups.
• Original thought pieces: a platform called LightShed for independent studies shared with clients.

Customers and markets

Clients come from healthcare, finance and retail, among others. One financial services client praises the agency's work on its digital and financial education strategy.

Key facts

• Operating for: about two decades
• Methods: qualitative and quantitative research
• Focus: consumer finance, later life and vulnerability studies