Overview
In this step, you’ll provide context about your research goals so Charles can create a customized learning plan. The more context you provide, the more tailored and effective your study will be.Why this matters: A generic NPS study asks generic questions. A customized NPS study for your specific situation—your company, your recent changes, your hypotheses—delivers actionable insights you can act on immediately.
Choosing Your Interaction Mode
When you arrive at this step, you’ll see two options for how you’d like to work with Charles:Talk to Charles, our AI Researcher
Select this option if you prefer a voice conversation. Charles will ask you questions verbally, and you can respond by speaking naturally. This is ideal if you:- Prefer talking over typing
- Want a more conversational experience
- Have complex context that’s easier to explain verbally
Chat Instead
Select this option if you prefer a text-based conversation. You’ll type your responses in a chat interface. This is ideal if you:- Are in an environment where you can’t speak
- Prefer to think through your responses before sending
- Want a written record of your conversation
Note: Both options produce the same result—a customized research plan. Choose whichever feels more comfortable for you.
What Charles Will Ask
Charles will ask clarifying questions to understand your research context. The specific questions depend on your study type and what you share, but typically include:Context Questions
- Company/Product: What company or product is this research for?
- Situation: What’s happening that prompted this research?
- Hypotheses: What do you think might be causing the issue or driving the behavior?
Scope Questions
- Target participants: Which customer segments should we prioritize?
- Time period: What timeframe are we focusing on?
- Channels/touchpoints: Are there specific areas of the experience to focus on?
Objective Questions
- Key question: What’s the one question that must be answered for this study to be successful?
- Decisions: What decisions will this research inform?
- Stakeholders: Who will be using these insights?
Example Conversation
Here’s an example of how a conversation with Charles might go for an NPS study: You:“We’re Nike Store and our NPS scores have dropped significantly over the past few months. We want to understand why our customers are less satisfied and what’s driving the decline.”Charles:
“Before I draft the Learning Plan, a few quick clarifications will sharpen the objectives and conversation flow:
- Scope of decline: Which channels and geographies are included in the NPS drop (Nike.com, Nike App, SNKRS, owned retail, outlet, third-party marketplaces; US only or broader)? Over what exact period?
- Hypothesis inventory: Beyond general dissatisfaction, do you have internal theories—pricing changes, inventory issues, shipping delays, recent app updates, return policy changes?
- Target participants: Which segments should we prioritize, and which respondent roles? Do you want a balanced mix of detractors, passives, and promoters?”
The Research Plan Panel
As you provide context, Charles generates a research plan that appears in the right panel. This plan includes:| Section | Description |
|---|---|
| Objective | What the study aims to accomplish |
| Background | Context about your company and situation |
| North-Star Learning Goal | The primary question the study must answer |
| Key Sub-Questions | Specific questions organized by theme |
| Conversation Flow | Section-by-section outline with time estimates |
| Interviewer Guidelines | Instructions for how the AI should conduct conversations |
Editing the Research Plan
You have two ways to refine the research plan:Option 1: Continue the Conversation
Keep chatting with Charles to request changes. For example:- “Can you add questions about our recent pricing changes?”
- “I’d like to focus more on the mobile app experience”
- “Remove the section about competitive alternatives”
Option 2: Edit Directly in Step 3
You can also edit the research plan directly in the next step (Review Goals). This is useful for making small text changes or fine-tuning specific questions.Minimum Context Required
While you can proceed without extensive customization, Charles needs some basic context to create an effective study:- Company/Product name: So the interviewer knows who they’re representing
- Core research question: What you’re trying to learn
Tip: If you’re confident the default research plan meets your needs, you can type something like “Use your best judgment” to proceed with the standard template. However, providing context typically results in more actionable insights.
Tips for Better Results
- Share your hypotheses: Even if you’re not sure, telling Charles what you think might be happening helps focus the research.
- Be specific about scope: The more specific you are about which customers, time periods, or touchpoints to focus on, the more targeted your insights will be.
- Mention what you’ll do with the insights: Understanding the decisions you’ll make helps Charles prioritize the most important questions.
- Don’t worry about research jargon: Speak naturally about your business problem. Charles will translate it into proper research methodology.
Proceeding to the Next Step
Once you’re satisfied with the research plan showing in the right panel:- Review the plan to ensure it addresses your key questions
- Click Save & Continue to proceed to Step 3: Review Your Study