What is a Consumer Insights study

Overview

A Consumer Insights study is a survey-based research study built using the Quantitative Study research type in Decode. It's used to collect structured feedback from a large number of participants, and to measure opinions, preferences, attitudes, and behaviours across your target audience.

When to use it

Use a Consumer Insights study when you need to:

• Collect structured feedback from a large number of participants
• Test product concepts, brand messages, advertisements, or packaging designs
• Measure consumer preferences, awareness, or purchase intent
• Run in-context social media testing before publishing content

Common use cases

• Concept Testing — test new product or campaign concepts before moving into development or production, measuring appeal, uniqueness, and purchase intent
• Brand Tracking — track brand awareness, perception, and loyalty over time by running the same study periodically and comparing results across waves
• Ad Testing — evaluate ad creatives, taglines, or storyboards before a campaign goes live, measuring recall, message clarity, and emotional response
• Pricing Research — test how participants respond to different price points to identify the most acceptable price range
• Usage and Attitude Studies — understand how consumers use a product or category, what they value in it, and what their unmet needs are
• Customer Satisfaction — collect structured feedback from existing users to measure satisfaction and identify areas for improvement

How it works

You build a Consumer Insights study by adding question blocks and arranging them in order. Every study starts with a Welcome block and ends with a Thank You page, both of which you can customise.

Blocks are organised into four categories relevant to Consumer Insights:

• Basic — standard question formats like multiple choice, ratings, ranking, and text response
• Advanced — used for specialised methods such as Conjoint, Group and Randomization, Matrix, Net Promoter Score, and Diary Study, for tracking something over multiple days rather than in one sitting
• Media — embed video or image content using YouTube and Vimeo for hosted video, or Local Media for your own files, useful for ad or creative testing
• Social Media In-Context — show content the way it would appear inside a real feed on Douyin, Facebook, Instagram, LinkedIn, TikTok, or YouTube Shorts, for testing before publishing

What to do next

To start building your study, see Create a Consumer Insights study.