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This step translates the brief into a structured conversation that can be run consistently across interviews while still allowing natural, human responses. The discussion guide is where research intent becomes a lived experience for participants. Its role is not just to “cover topics”, but to sequence questions, introduce stimulus appropriately, and create space for depth, tension, and explanation. The closer the guide aligns to the underlying decision and objectives, the more usable the resulting insight.
You can start with a discussion guide before you’ve created a brief — but if a brief exists, the guide will lean heavily on its research objectives.

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General principles

  • Around 30 minutes in length.
  • Structured in sections that map to research objectives.
  • Balanced between open exploration and focused probing.
  • Designed to work conversationally, not as a rigid script.

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Creating a guide

You can generate a guide by:
  • Prompting the discussion guide agent directly (e.g. “Create a discussion guide for this brief”).
  • Clicking Generate discussion guide in the platform.
The system uses the approved brief as the foundation, incorporating research objectives, audience context, stimulus materials, and any methodological constraints or preferences.

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Iterating on the guide

You can both prompt the agent to change parts of the guide and directly edit the artefact in the system.

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Adding stimulus

The system has built-in expertise around creative testing. To add stimulus, select Add stimulus in the discussion guide section. The system will also prompt you to confirm whether the project includes stimulus testing.
1

Choose a format

Pick from text, image, or video. Images support a maximum file size of 5MB. Video requires a live, public YouTube link.
2

Introduce it in the guide

Once uploaded, introduce the concept within the guide using the prompt [Show *Name of Concept*].