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---
title: GTM Website - Homepage Copy
status: active
created: 2026-04-09
updated: 2026-04-13
notes: Canonical homepage copy aligned to the live site and the current proposition.
---

# <un>peel Website - Homepage Copy

## Messaging spine

- Core promise: help enterprise insight teams answer faster, defend the work, and validate the answer against connected evidence
- Primary pain: the business wants answers faster and has more shortcuts than ever
- Proof posture: early proof comes from Research Guard and Trust Centre; Insight Navigator helps teams validate answers through connected evidence
- Secondary framework: Design -> Protect -> Validate

---

## Navigation

**Logo:** `<un>peel`
**Nav links:** Platform dropdown - Pricing - Company
**CTA button:** Book a demo

`Platform` dropdown includes:

- Platform overview (link to `/platform`)
- Tools in <un>peel
- Trust layer

---

## Hero

**Overline:**
For enterprise insight teams

**Headline:**
Answer faster. Defend the work. Validate the answer.

**Sub-headline:**
`<un>peel` helps insight teams answer faster without cutting corners - sharper design before launch, cleaner data during fieldwork, and connected evidence that makes future answers stronger.

**Primary CTA:** Book a demo
**Secondary CTA:** See how it works

**Footnote:**
Pilot programme currently active across Ireland and the UK

---

## Problem section

**Section label:** The challenge

**Intro headline:**
When the business needs answers now, the insight team can lose ground even when it is right.

**Intro body:**
The problem is not that the team is wrong. It is that the business finds something faster, trusts it more than it should, and the team only finds out when it is too late to push back.

**Card 1 - The business has more shortcuts than ever**
SurveyMonkey polls, ChatGPT summaries, social listening dashboards - the business can produce something that looks like insight in an afternoon. If your team cannot answer quickly enough, people route around it.

**Card 2 - Everything you have learned keeps disappearing**
Research gets delivered, then buried in decks, drives, and inboxes. When a senior researcher leaves, context leaves with them. The next brief starts from zero even when the team has seen parts of the problem before.

**Card 3 - Late requests make the team look slow**
A sales pitch needs evidence by Friday. A product team wants customer input before launch. Even when the request is badly framed, the team still takes the reputational hit if everyone else finds a shortcut first.

---

## Solution section

**Section label:** How trusted answers are built

**Intro headline:**
To stay central, the team needs answers that are fast enough for the business and solid enough to hold up when challenged.

**Intro body:**
That is why quality is built in before the first question is written, protected while fieldwork runs, and later validated through connected evidence that makes the next answer stronger.

**Pillar 1 - Design**
Design research that's grounded before fieldwork begins.
Research Architect builds the right research context from the brief outward. Research Guard catches screening gaps, sequencing risk, ambiguity, and structural issues before launch — so avoidable problems are fixed while they are still cheap to fix.

**Pillar 2 - Protect**
Protect data quality while fieldwork is running.
Trust Centre keeps respondent-quality checks running while the study is live, making it easier to review problems, act earlier, and avoid defending bad data after the fact.

**Pillar 3 - Validate**
Validate every answer against connected evidence.
Insight Navigator keeps research connected so teams can see when multiple studies or methods support the same story, validate answers against corroborating evidence, and trace every claim back to source material.

---

## Features section

**Section label:** What is in the platform

**Headline:**
Tools and the trust layer built into every workflow.

### Group 1 - Tools in <un>peel

**Group intro:**
The tools teams use to understand customers.

**Quant Surveys**
Run quantitative studies in one controlled workflow, with pre-launch review, live respondent-quality controls, and outputs connected instead of spread across separate tools.

**Discussion Groups**
Run async qualitative work that gathers richer context over several days and keeps the evidence attached to the wider project record.

**Guided Interviews**
Run Guided Interviews for fast qualitative depth across markets, capturing voice, video, or text responses while the researcher stays in control of the guide and interpretation.

**Insight Navigator**
Ask questions across one project or across the platform, with source-traceable retrieval that keeps answers tied to the research they came from.

### Group 2 - Trust layer

**Group intro:**
The differentiators that come with every plan, helping teams protect the work before launch and during fieldwork.

**Research Guard**
Catch ambiguity, bias, and structural risk before launch with a collaborative review layer that sharpens the work without replacing the researcher.

**Trust Centre**
Protect fieldwork quality while the study is live. The Real, Unique, Engaged framework monitors every respondent while fieldwork runs, keeping the review trail and decisions attached to the study.

---

## Showcase section

**Section label:** See it in action

**Headline:**
Three parts of the platform that make the trust layer visible.

**Intro body:**
These are not separate AI gimmicks. They are the parts of the workflow that help teams protect the work before it gets challenged.

**Showcase 1 - Trust Centre**
Protect fieldwork quality while you can still act on it.
Trust Centre surfaces suspicious respondents, shows the signals behind each flag, and keeps the review trail attached to the study while it is still live.

**Showcase 2 - Research Guard**
Catch design risk before it becomes a fieldwork problem.
Research Guard helps the team catch the full-questionnaire issues generic checkers miss — screening alignment, order effects, routing edge cases, and the changes that actually need approving before launch.

**Showcase 3 - Insight Navigator**
Answer follow-up questions from evidence, not memory.
Insight Navigator keeps research connected across studies and methods, so when a stakeholder asks why a finding holds, the team can show where multiple sources point in the same direction and trace the answer back to source material.

---

## Proof section

**Section label:** Under the hood

**Headline:**
This is what is actually under the hood.

**Proof 1 - Research Guard starts with real methodological depth before launch**
Research Guard begins with questionnaire review today, running a 13-phase analysis guided by 20,000+ lines of structured review logic. What makes it different is not just the checks. It is the governed redesign flow around them: screening alignment, structured follow-up, change packaging, revision, final QA, and traceable rationale instead of a generic prompt response.

**Proof 2 - 38+ quality metrics feed one live review workflow**
Trust Centre combines question-level speed, patterning, engagement, and response-quality signals so teams can review a visible case while the study is still open, instead of relying on one blunt score.

**Proof 3 - A review workflow that keeps humans in control**
Flagged respondents can be quarantined, excluded, or overridden with the decision logged against the study. The system supports judgment; it does not hide it.

**Proof 4 - Insight Navigator uses page-level structure, not generic storage**
Each page is captured, processed, and tagged across metadata fields such as brand, competitor, method, market, metrics, and dates, so retrieval can use research context rather than keyword proximity alone.

**Proof 5 - Evidence can be traced back to exact source material**
The system keeps source pages and transcript context attached to what it retrieves, making it easier for teams to show where a claim came from instead of asking stakeholders to trust a summary at face value.

**Proof 6 - The project record stays connected from brief through output**
Briefs, instruments, fieldwork decisions, outputs, and follow-up questions stay linked to the same project record, which is what makes research easier to reuse and easier to stand behind later.

---

## Social proof section

**Status:** Removed from live homepage. Pilot customers exist (Musgrave/ShopTalk, UKOmnibus Group) but quotes have not been confirmed. Section to be reinstated once real quotes are available.

---

## Pricing bridge

**Section label:** Pricing

**Headline:**
Pricing grows with the workflow you need and how widely trusted insight is used across the business.

**Body:**
Start with one research tool. Expand into the connected platform as more teams need access to the research and the evidence behind it.

**CTA:** See pricing

---

## Contact section

**Section label:** Get in touch

**Headline:**
Ready to make your team easier to trust and harder to bypass?

**Sub-headline:**
Fill in the form below and we will be in touch to arrange a 30-minute demo.

**Form fields:** Full name - Work email - Company - Message
**Submit button:** Send message

---

## Footer

**Tagline:**
Sharper design, cleaner data, stronger answers from connected evidence.

**Links:**
Company - Pricing - Contact - Privacy - Terms

**Footnote:**
Pilot programme currently active across Ireland and the UK.

Public site homepage copy