---
title: "Choose a study type"
url: "https://help.getdecode.io/en/article/choose-a-study-type"
language: "en"
last_updated: "2026-08-19T08:05:38.024Z"
---

# Choose a study type

### **1\. Choose a study type**

Every study in Decode starts by choosing a study type. The type you choose determines the blocks, settings, and analysis available for your study, so choose the one that best fits what you want to create..

### **The four study types**

**AI Interview**

An AI moderator conducts interviews with participants based on your research questions. Choose it when you want to explore people’s experiences, opinions, needs, and behaviours through in-depth conversations without having to moderate each interview yourself.

**Live Interviews**

A scheduled video interview where you or a team member moderates the conversation in real time. Choose it when you want to explore people’s experiences, opinions, or behaviours in depth and ask follow-up questions based on their responses.

**Quantitative Study**

A survey-style study that collects structured responses from participants. Choose it when you want to measure opinions, compare options, or identify patterns across a larger group.

**AI Creative Insights**

Upload a creative asset and get predicted performance results. Choose it when you want to evaluate creative concepts quickly and understand how they may perform before testing them with real participants.

### **Create a study**

-   From the left sidebar, click Create Study.
-   Under Choose the research type to get started, select one of the four study types.
-   Click Create From Scratch.
-   Decode opens the study builder on the Configure tab. Add your study blocks from the left panel, including your Welcome page, questions and tasks, and Thank You page under Endings.

### **How to choose a study type**

Not sure which study type to use? Start with the question you want your research to answer.

-   Want to measure and compare responses? Choose Quantitative Study.
-   Want to understand people's experiences, opinions, or behaviours? Choose AI Interview or Live Interviews.
-   Want to observe how people interact with a product or prototype? Choose a suitable UX or prototype testing study.
-   Want to evaluate a creative before testing it with real participants? Choose AI Creative Insights.

If you need more depth and want to ask follow-up questions yourself, Live Interviews are a good fit. If you want AI to conduct the conversations for you, choose AI Interview.

### **Reuse an existing study**

If you are running a similar study again, you don't need to build it from scratch.

-   Go to Home.
-   Find the study you want to reuse.
-   Click the three dot ( ⋮ ) menu on the study.
-   Select Duplicate.

Decode creates a new draft with the existing blocks and logic. The new study does not include responses from the original study.

This can be useful when running another wave of a tracking study or repeating the same research in a different market.

[Next: Recruit your first participants](https://help.getdecode.io/en/article/recruit-your-first-participants)