---
title: "What is a Consumer Insights study"
url: "https://help.getdecode.io/en/article/what-is-a-quantitative-study"
language: "en"
last_updated: "2026-08-24T10:08:48.425Z"
---

# 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*.