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There are three study types. All three follow the same setup process and cost the same; what differs is whether participants react to something, and what.

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Picking one

The quickest way to decide is to ask what you have in your hands right now. If you’re between two, pick the simpler one. You can change study type at any point during setup, and an in-depth interview will accept a concept image later if the conversation calls for it.

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The three

In-depth Interview

A conversation, no stimulus. Discovery, decision moments, unmet needs.

Concept Test

Reactions to an image or video. Creative, messaging, packaging.

Prototype Test

Watching people use something. Flows, usability, old versus new.

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What’s the same across all three

  • Setup — the same six steps, whichever you choose
  • Cost — driven by interview format, not study type. Chat 0.5 credits, voice 1, video 2
  • Recruiting — bring your own participants or use the research panel, either way
  • Results — the same transcripts, per-call summaries, reports, and Intelligence Hub
The study type shapes the conversation. It doesn’t change what the platform does around it.

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Frequently Asked Questions

Yes, at any point during setup — click Back to Step 1. After launch, changing it means earlier and later responses aren’t directly comparable, so duplicate the study instead.
Partly. In-depth interviews accept concept images, so a conversation can become a concept test mid-flow. For anything more deliberate, run two studies — you’ll get cleaner analysis from each.
No. Cost comes from the interview format and how many interviews you run.