How it Works
From Brief to Debrief
An end-to-end architecture where each stage is informed by the last — ensuring the client's brief is answered, precisely and completely.
You lead. The AI supports.
At every stage, the researcher is in charge: the model provides you with a high-quality starting point for every output and deliverable — but you review everything, edit anything, override any recommendation, and decide what goes to the client.
01 · Brief Decoder
Every successful project starts with a great brief.
Briefs come in all shapes and sizes. Some are complete, unambiguous, and realistic. Others are not! The Brief Decoder helps engage with the client to ensure every brief forms a solid foundation.
- Deconstructs the brief: Separates business objectives from research objectives and identifies the strategic decision the client needs to make.
- Completes the picture: Identifies missing information (audience definitions, success criteria, prior research) and generates a list of sharp clarifying questions for you to discuss.
- Questions the brief (nicely): Are we exploring the right issues and asking all the right questions?
- Align on the brief early: Propose against a clearer brief than your competitors. We call this “owning the brief” — the first step to winning it.
Everything you approve flows forward into the Methodology Mixer.
02 · Methodology Mixer
The right methodology answers the brief precisely — and wins the work.
Fully trained on hundreds of standard and advanced qual and quant methodologies — every method you can name — along with every variation and statistical technique. It knows when to use each one and how to execute it precisely and consistently.
- Matches method to brief: Understands which methodologies, statistical models, and research techniques genuinely answer specific types of research questions for any given brief.
- Designs 3–4 complete alternative approaches: Delivers distinct, fully formed routes—each capable of fully answering the brief—complete with a clear rationale detailing deliverables and trade-offs.
- Works within real-world constraints: Builds every option to the project's actual budget and timing using your agency's own rate card.
- You’re the boss: Make the call on which options to pursue, edit suggestions, and add your own ideas; the system flags if any change risks leaving the brief unanswered.
The design you choose hands forward to the Proposal Shaper, already stress-tested.
03 · Proposal Shaper
The proposal is your shop window.
Complete, compelling, client-ready proposals in a fraction of the usual time — built on a decoded brief and a stress-tested methodology, not a blank page.
- Builds the complete proposal: Objectives, approach, sample, timings, deliverables, and costs — comprehensive from the very first draft.
- Written to inspire, not just inform: Structured around the client's decision and framed around the insights it will unlock: a document that sells an outcome.
- Yours to shape before it ships: Tuned to your tone and house style, fully editable, and continuously learning from every win and loss you log so proposals sharpen with each pitch.
When you win, it flows straight into the Project Plan.
04 · Project Plan
You won it — now start it well.
- Generates the full kick-off plan instantly: Workstreams, milestones, responsibilities, and key dates built directly from the winning proposal — delivering a clear plan for your team and a professional plan for your client.
- Absorbs changes along the way: Refinements agreed upon between proposal and win are incorporated within minutes.
- Captures why you won (or lost): Prompts for the context behind every outcome and learns from it so you win more often.
Feeds forward into fieldwork design — while win/loss learnings feed backward, sharpening every future proposal.
05 · Discussion Guide
Built to understand the quallie’s craft.
Trained on the craft of expert qualitative researchers — creating guides up to 80% faster.
- Shapes questions with researcher intent: Open, neutral, searching, and deliberately sequenced (rapport before depth, behaviour before attitudes).
- Builds in expert probes: Integrates the follow-ups a skilled moderator reaches for — laddering, exploring contradictions, and chasing specific examples.
- Deploys projective techniques: Incorporates personification, picture sorts, guided visualisation, role-play, and more — each matched directly to the research objective.
- You have the final word: Edit or override anything, swap in preferred techniques, or integrate your agency’s proprietary guide models.
- A system of record: Tracks every agreed change and its rationale with 100% traceability.
Generated from the decoded brief and your chosen methodology; everything learned flows directly into the Multi-Modal Analyser.
06 · Survey Builder
Accurate survey design, true to the agreed methodology.
Complex quant designs live or die in the details. The Survey Builder is trained in rigorous survey construction, ensuring fieldwork delivers exactly what the methodology promised: complete objective coverage, clear wording, appropriate attributes/scales, routing logic, randomisation/rotation, and direct alignment with statistical analysis.
- Builds complex designs to methodological standards: Generates segmentation batteries tailored for downstream analysis and trackers built for wave-on-wave consistency.
- Optimises questions and scales: Employs neutral, respondent-friendly phrasing, clean ordering, and appropriate measurement frameworks aligned with your agency conventions.
- Delivers fully routed, scripted surveys: Provides field-ready instruments with automated logic checks; nothing enters the field without your sign-off.
- Maintains accuracy across revisions: Paste client feedback or upload redlined documents to update routing and scripting automatically in seconds, with all changes logged.
Aligned with Screener AI for qualification parameters; the Multi-Modal Analyser inherits the complete design for precise measurement mapping.
07 · AI Screener
The right respondents make everything else possible.
- Creates and refines screeners in minutes: Quotas, qualifying criteria, and exclusions built directly from proposal sample definitions for both qual recruitment and quant fieldwork.
- Screens like an experienced recruiter: Features disguised qualifying questions, data-quality checks, and articulation screening for qualitative participants.
- Refines in seconds: Incorporate recruiter feedback or client revisions via the chat interface, then review and approve the final version.
Aligned with the Survey Builder so screening and main instruments operate in lockstep.
08 · Multi-Modal Analyser
Where real insight lives — and where depth is no longer rationed by time.
Every project generates more data than timelines allow teams to fully explore. The Analyser removes this constraint by conducting integrated, deep-dive analysis.
- Analyses all data types simultaneously: Transcripts, video, audio, verbatims, data tables, images, and historical research unified into a single analysis workflow.
- Analyses with contextual intent: Inherits full project history to answer the strategic brief rather than merely summarising data points.
- Maximises analytic depth: Reads all transcripts, codes all open-ended responses, interrogates cross-breaks, and links qual and quant findings to uncover critical nuances.
- Finds the “wow”, not just the “what”: Identifies key tensions, contradictions, and non-obvious connections that reframe the client’s strategic thinking.
- Provides complete auditability: Every conclusion links directly back to source evidence, allowing you to test hypotheses, refine outputs, and discard weak assertions.
Inherits the entire project history (brief, methodology, guide, survey, screener) to deliver strategic debriefs grounded in full context.
Make Your Research Process Faster, Clearer and Easier
Insightology gives you a joined-up workflow that starts strong, stays aligned and delivers better results, without adding more hours to the day.
