Choose Your Starting Point by Role

Find your role, see what to create first, and go straight to the guide that helps you set it up.

Before you start

• Sign in to your workspace. If you've been invited, join through the invitation link.
• Have a research question. It can be as simple as the decision you want the research to help you make.
• Invite your own participants with a shared link, recruit through the Decode Panel, or use a Synthetic Audience for predictive results.

Find your role

1. Researcher or Insights Manager

Start with a Quantitative Study when you need measurable results, or Live Interviews when you need deeper understanding.

2. Marketer or Brand Manager

Start with AI Creative Insights for predictive creative evaluation, with a Synthetic Audience when you want to evaluate how a specific audience segment may respond or choose Media Insights when you want to test your creative with real participants.

3. Product Manager

Start with an AI Interview when you want to understand user needs and behaviour. Choose Live Interviews when you need deeper conversations, or UX/Prototype testing when you want to observe how users interact with a product or feature.

4. UX or Designer

Start with Prototype testing, Live website and app testing, or Live Interviews, depending on whether you want to observe behaviour or ask follow-up questions.

The four study types

From your Dashboard, click Create Study and pick the option that fits your research question.

1. 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.

2. 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.

3. 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.

4. 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.

Still not sure?

Think about the question you are trying to answer:

Measure and compare responses → Quantitative Study
Understand why people think or behave a certain way → AI Interview or Live Interviews
Observe how people use a product or prototype → Prototype testing or Live website and app testing
Evaluate creative before launch → AI Creative Insights
Evaluate media performance with real participants → Media Insights