Start with a question
Every study begins with what you're trying to find out, like “What gets people buying coffee locally, and what stops them?”. Everything you collect hangs off it.
Product research, from the first question to the answer.
Run a study around one question. Ask through surveys people answer in their own time, or talk it through in interviews, and see everything they told you in one place, with your interview notes turned into evidence automatically.
How it works
Ask in the way that fits
A survey is an interview people answer in their own time: open questions for the why, choices for the how many. Anyone who'd rather talk can sign up for a chat, and it becomes an interview with the same person.
See the whole picture
Written answers and interview notes land in the same place, organised against your questions, so what people chose and why they chose it sit side by side.
Every answer, however it was given
Whether someone ticked a box, wrote a few sentences in a survey, or talked it through with you, it ends up in one place: counted together where there's something to count, and quoted in their own words where there isn't.
Daily9 (7 survey, 2 interview)
A few times a week8 (6 survey, 2 interview)
Rarely6 (6 survey)
Written in a survey“If the Elm Street café opened before 7 on weekdays, I'd be there every morning.”
Said in an interview“I used to go every day, but the place near me stopped opening before 8.”
Made for talking to people
Guidance as you write
Each question is checked as you write it for common pitfalls: leading or vague wording, asking two things at once, leaning on memory or predictions, and choice lists with no “Other”. You'll also see roughly how long the survey takes.
Surveys that open a conversation
At the end of a survey, people can ask to chat or to hear what you find out. Everyone who does becomes a participant you can follow up with.
Interviews without the busywork
Keep your notes exactly as you wrote them. AI reads them and pulls out what people said, each point linked to the prompt, survey answer or question it relates to.
One page per person
See everything someone shared across a study: their survey answers, with what they said in interview right beside the answer it explains.
Personal survey links
Send a survey to someone you've already spoken to, and their answers join their page instead of arriving anonymously.
Works with your AI assistant
Connect the AI assistant you already use, over MCP, to draft surveys with the same guidance and to ask questions across your studies, like “how often do people buy coffee, and why?”.