How iMario Research Works
Understand audiences, materials, modelled responses and evidence limits.
iMario combines an audience definition, research material and a selected method to produce modelled responses. The result is useful for exploring questions and prioritizing decisions, but it is not a direct observation of what real people will do.
From setup to result
- Choose or build an audience and read its source definition.
- Prepare the question, questionnaire, guide, image, page or concept the audience will see.
- Select the research method, respondent count and any audience-specific counts.
- Review the material, scope and estimate before running.
- Inspect the result, raw answers and patterns in Explorer.
- Generate a report or validate an important decision with real people.
Audience evidence helps define who responds. Research material is what respondents react to. Keeping those roles separate prevents a document used as a stimulus from being mistaken for evidence about the audience.
What a result means
Responses are generated under the selected audience, material and question. They can reveal hypotheses, objections and differences worth investigating. They do not establish exact conversion rates, actual product usage, real payments or the behaviour of a named person.
Read Evidence for interpretation limits and Validate with real world data for consequential decisions.