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Select the research approach that best fits your needs. User Intuition offers six pre-built study templates, each designed for specific research objectives. All study types follow the same setup process—the only difference is how the research plan is tailored to your goals.

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Available Study Types

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Win/Loss Analysis

Best for: Understanding why you’re winning and losing deals Use this study type when you want to uncover the real reasons behind closed-won and closed-lost opportunities. Win/Loss Analysis helps you identify competitive dynamics, understand decision criteria, and discover what messaging resonates with buyers. Common use cases:
  • Post-deal debriefs with recent buyers
  • Competitive intelligence gathering
  • Sales messaging optimization
  • Understanding objection patterns

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Churn Analysis

Best for: Understanding why customers leave Use this study type when you need to diagnose the root causes of customer churn. Churn Analysis goes beyond exit survey data to uncover the emotional and practical drivers behind cancellation decisions. Common use cases:
  • Exit interviews with recently churned customers
  • Identifying early warning signals
  • Understanding competitive switching triggers
  • Discovering retention opportunities

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NPS and CSAT

Best for: Understanding what’s driving satisfaction scores Use this study type when you want to go beyond the numbers and understand the “why” behind your NPS or CSAT scores. This approach helps you identify specific drivers of delight and frustration across the customer journey. Common use cases:
  • Deep-diving into detractor feedback
  • Understanding promoter motivations
  • Identifying improvement priorities
  • Tracking satisfaction drivers over time

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Customer Onboarding

Best for: Understanding first impressions and early friction Use this study type when you want to optimize the new user experience. Customer Onboarding studies help you uncover where new users get stuck, what delights them early on, and how to accelerate time-to-value. Common use cases:
  • New user experience research
  • Identifying onboarding friction points
  • Understanding activation barriers
  • Optimizing first-run experiences

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Brand Health

Best for: Monitoring perceptions and loyalty signals Use this study type when you want to track how customers perceive your brand over time. Brand Health studies help you understand shifting perceptions, loyalty drivers, and competitive positioning from the customer’s perspective. Common use cases:
  • Brand perception tracking
  • Competitive positioning research
  • Loyalty driver analysis
  • Message testing and validation

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Custom Design

Best for: Unique research needs that don’t fit standard templates Use this study type when your research objectives require a fully customized approach. With Custom Design, you’ll work with Charles, our AI researcher, to craft a research plan tailored to your specific questions and goals. Common use cases:
  • Exploratory research
  • Concept testing
  • User experience research
  • Any research that doesn’t fit the other templates

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How to Select Your Study Type

  1. Review the study type options on the screen
  2. Click on the card that best matches your research objectives
  3. The selected card will be highlighted with a dark background
  4. Click Save & Continue to proceed to the next step
Tip: If you’re unsure which study type to choose, select Custom Design. Charles will help you design the perfect research plan based on your specific needs.

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What Happens Next

After selecting your study type, you’ll move to Step 2: Customize Your Plan, where you’ll work with Charles to tailor the research plan to your specific context and objectives.

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Frequently Asked Questions

Can I change my study type after selecting it? Yes. You can click Back at any point during setup to return to this screen and select a different study type. Do different study types cost different amounts? No. All study types are priced the same. The only difference is how the research plan is structured to meet your specific objectives. What if my research need spans multiple study types? Select the study type that best matches your primary objective, or choose Custom Design to create a hybrid approach. During the customization step, you can tell Charles about your multiple objectives and he’ll help design a plan that addresses them.