Find out what your audience thinks — today
A survey of digital respondents with no material and no recruitment: motivations, barriers and expectations, answered in minutes instead of weeks in the field.
When you need the Insights test
The other tests evaluate your material — executions, names, concepts. Insights works earlier, when there is no material yet, only questions. Why does the audience choose a competitor? What stops them from buying? What words do people use for the problem your product solves?
The classic answers to those questions are focus groups and depth interviews: weeks of recruitment, a moderator, a room with a mirror, and eight to ten people of whom half stay quiet. A survey of digital respondents returns hundreds of independent, detailed answers in minutes — with no group effect and no socially desirable answers.
What you can learn
- Motivations and barriers in a category decision
- Expectations of a product and the jobs it gets hired for
- Attitudes to a brand, a category, a consumption habit
- Reactions to change: price, packaging, terms
- The audience's own language for the problem
Format: up to five questions of your own — open-ended for detailed answers, scaled for 1–5 ratings. No material to upload.
How a survey runs
- 1
Pick the Insights test type
A survey with no material attached.
- 2
Write up to 5 questions
Whatever you want to ask the audience.
- 3
Define the segment
Demographics, cities, income, behaviour — from women 25–40 who buy dairy weekly to marketing directors at mid-size B2B firms.
- 4
Read the report
Detailed answers grouped by theme and sentiment, with a summary of the key findings.
What is in the report
- Summary of findings
- The dominant patterns across the answers, written out analytically.
- Grouped positions
- Where the audience stands on each question, with shares: how many are for, how many hesitate, what the objections are.
- Verbatim quotes
- Phrasing from respondents you can lift straight into your communication.
- Scaled results
- Means and Top-2-Box figures, if you included rating questions.
You can go back to the same respondents: the segment is saved, so a follow-up survey of the same audience is a new test without new recruitment.
Frequently asked questions
Is this a replacement for a focus group?
For early stages, yes: faster, cheaper, no group pressure, and a sample in the hundreds rather than eight to ten. Where the live dynamics of a group or physical contact with a product matter, the classic method still holds — we set out the limits of the method openly.
How do digital respondents know my audience?
Each respondent is an AI persona with a full profile: age, city, income, habits, life context. Profiles are built from the segment parameters you set and reflect the stable behavioural patterns of such people. Accuracy is checked against parallel tests with live surveys.
Which questions work best?
Open and specific ones: what stops you from doing X, how do you currently solve Y, what would have to change for you to switch. The demo test comes with a questionnaire already assembled.
What does research like this cost?
A fraction of a focus group cycle. See pricing for current plans; the first test is free.
Your first test is free
A real test on a real panel — reduced in size, not in kind. Create an account and run it in the next ten minutes.
Create an account