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Best Practices
Tips for writing briefs, choosing the right format, and getting stakeholder-ready insights with less manual effort.
Write Clear Research Goals
Define exactly what you want to learn before starting. AI works best with specific intent.
Avoid overly broad questions like 'How do you like the product?'
Try specific ones: 'What's the biggest friction point during checkout?'
Focus each study on one core research question with 2-3 supporting objectives.
Include context about what decisions will be informed by this research.
Keep Briefs Action-Oriented
Instruct the AI on which themes to probe. If price is a concern, tell the AI to deep-dive into value perception.
Mention specific user personas to adapt the tone.
List competitors if you want comparison feedback.
Describe the participant's likely context (e.g., 'They just completed onboarding').
Flag sensitive topics the AI should approach carefully.
Test with Preview Mode
Always run a sample interview yourself using the preview link. It helps you see how the AI follow-ups feel.
Check if the AI is missing technical nuances.
Verify the 'hook' question engages the user immediately.
Test on mobile — many participants will use their phones.
Try giving unexpected answers to see how the AI adapts.
Choose the Right Interview Format
Different formats suit different research goals. Voice interviews are great for depth, while WhatsApp works well for quick pulse checks.
Use voice for exploratory research where tone and emotion matter.
Use WhatsApp for high-volume feedback with shorter response needs.
Consider your audience — busy executives may prefer WhatsApp over voice.
Video mode adds body language context but requires more participant setup.
Design for Mobile Participants
Many participants will complete interviews on their phone. Design your study with mobile in mind.
Keep stimulus images simple and readable on small screens.
Avoid long text instructions that require scrolling.
Test the full flow on a mobile device before launching.
Voice interviews work especially well on mobile.
Get Stakeholder Buy-in with AI Summaries
Use AI-generated summaries and transcripts to share findings with your team quickly.
Export key responses to share with stakeholders who won't read full transcripts.
Use the review status workflow to flag the most insightful sessions.
AI summaries highlight patterns across sessions — use these in presentations.
Share the distribution link with stakeholders so they can run test interviews themselves.