Quick Verdict
GetWhy (formerly Sonar) is a strong qualitative AI research platform with a large panel and structured quality validation. Decode adds Emotion AI signals — what GetWhy's framework cannot capture — and a unified research platform that replaces multiple tools.
Introduction
GetWhy (formerly known as Sonar) has built one of the most rigorous quality frameworks in the AI moderated interviews space. Their 17-criteria participant quality standard and expert-in-the-loop validation make them a credible choice for European CPG brands — Nike, L'Oréal, Heineken, Nestlé, and Coca-Cola are among their clients.
The limitation of quality frameworks, however rigorous, is that they validate what participants say — not how they emotionally and behaviourally respond. Decode's Emotion AI adds the layer that GetWhy's platform architecture cannot: real-time facial coding, eye tracking, and voice emotion analysis during every AI moderated interview.
Feature Comparison: Decode vs GetWhy
Feature | Decode (Entropik) | GetWhy |
|---|---|---|
Emotion AI (facial + voice + eye) | Yes | No — transcript-based analysis |
Participant panel | Yes | 300M+ panel |
Quality validation framework | Built-in AI quality scoring | 17-criteria expert validation |
Language support | 70+ languages | 100+ languages |
G2 reviews | Growing | 4 reviews (4.8★) |
Unified research platform | Yes — 5 products | AI Mod only |
APAC market presence | Strong (India, SEA, APAC) | Primarily European/Global |
Public pricing | Book a Demo | Hidden (3 tiers) |
Quality Frameworks vs Emotional Intelligence
GetWhy's 17-criteria quality framework ensures that participants who complete an interview are genuine, attentive, and providing considered responses. That's valuable. Decode's Emotion AI answers a different question: not just whether participants engaged carefully, but how they emotionally and behaviourally responded to what they were asked.
For brand decisions, product launches, and packaging research — where emotional resonance predicts purchase intent more accurately than stated preference — Emotion AI provides an evidence layer that participant quality scoring cannot replicate.
Go beyond participant quality — understand emotional response
Decode adds Emotion AI to every AI moderated interview.
FAQ
Is GetWhy available outside Europe?
GetWhy is Copenhagen-based with primarily European and global reach. Decode has strong presence in APAC (India, Southeast Asia, Middle East) alongside global operations, making it a stronger choice for brands running research across APAC markets.
Does GetWhy offer a unified research platform like Decode?
No. GetWhy is focused on AI moderated interviews. Decode's platform includes Consumer Insights, User Research, AI Creative Insights, AI Moderated Interviews, and Insights Hub — allowing enterprise teams to consolidate their entire research tech stack under one vendor.