Is iMario Right for You?
Decide when modelled audience research helps and when you need direct evidence from people.
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Use iMario to explore a decision before committing to a more expensive test. It helps identify objections, compare how segments respond, refine questions and prepare for conversations.
Match the decision to the work
| Your decision | Start with |
|---|---|
| Which message or concept should we investigate? | Preference test |
| Why might customers hesitate? | Interview |
| How do answers differ across segments? | Survey and Explorer |
| What is confusing in this creative or page? | Creative test or URL feedback |
| How might a conversation unfold? | Individual chat |
What the result establishes
A synthetic response is a modelled response under your inputs. An audience may be grounded in real records or surveys, but that does not make every new answer an observed customer fact.
Use results to develop hypotheses and prioritize tests. Exact conversion rates, actual product usage, real payments and the behavior of a named person require direct validation.
For a consequential decision, define a real-world check before inspecting the synthetic result. Keep the question, audience and outcome measure comparable. See Validate with real data.
Start with a complete workflow
Run Your first study, inspect raw answers, and decide whether the evidence helps your question. More respondents expand the modelled panel; they do not remove errors in the audience definition or model.