Run Interviews

Use interviews to understand the reasons behind answers. Each participant works through a discussion guide. In a focus group, participants instead discuss topics together.

Build the guide

Open New Task, choose Interview in the + menu and select an audience. Describe the goal, then use Draft guide, or attach a Discussion Guide from Library.

Organize questions from context to experience to evaluation:

1. How do you currently decide where to buy groceries?
2. What makes delivery inconvenient or unattractive?
3. What would need to change before you tried it?

Review the actual questions, sections, stimuli and probes. A goal such as “understand switching barriers” is a briefing, not a finished interview script.

Check the scope

Review every question-bearing item and the overall interview length. Instruction blocks do not count as questions. Split a long guide into separate runs when it covers different research decisions.

New media stimulus uploads in the builder support images. Do not prepare a guide that depends on listening to audio or watching a video: those are not supported as new stimuli in this workflow.

Set the respondent count, check the estimate and run. A smaller panel helps inspect guide quality before spending on a broader one.

Interpret the answers

Read full answers before relying on themes. Check whether probes clarify a reason or repeat it. Use Explorer to compare patterns, then request a report if needed.

An open question in a guide costs 5 credits per respondent, including its probing allowance. Closed and multi-select questions use their respective rates. Reports are separate; see Pricing & credits.

If answers miss the topic, revise the guide or audience before a new run. Editing the guide does not rewrite an earlier transcript.