What it is
Insights Assistant answers questions about your research. Ask what a result means, how an audience responded or what people said, and get a clear answer from your studies and Canvases.
It's for brand managers, marketers and insights leads who need an answer from their research without rebuilding it from the results pages. If you've ever scrolled through five studies to find one number for a meeting, Insights Assistant does that for you.
Every figure shows its base, the number of people behind it, and links to its source, so you can check it before it goes in a deck. A difference is only called a difference when it's significant.
It works on any completed study or Canvas you can access, including as a team Viewer. Asking questions is free. Insights Assistant is in preview, so rate answers with a thumbs up or down to help us improve it.
Starting a chat
Choose where to start.
Across everything. Select Insights Assistant in the left navigation to ask about every study and Canvas you can access.
One study. Choose Ask Insights Assistant in the study's results menu.
A Canvas. Choose Ask assistant in the Canvas menu. On a Canvas overview, the Explore with assistant cards have questions ready to go.
The page you're on. Select the Insights Assistant icon in the page header.
Asking a question
Type your question and send it. Name the study and the audience, because that's what makes an answer sharp. "Which flavour did under 35s prefer in the flavours study?" beats "Which one won?".
Pick a study if asked. If your question could mean more than one study, the assistant asks you to choose.
Watch it work. You'll see each step it takes, such as Searching your research or Creating chart. When the answer arrives, the steps collapse into one line starting Worked through.
Read the answer. It opens with the result in one bold sentence, then the figures and bases behind it.
Keep going. Select a suggested question under the answer, or ask your own.
To ask about a different study or Canvas, select New chat.
From your results page
On a study or Canvas results page, you can open the assistant in a panel beside your results.
Ask the assistant about this. Select it under the summary to start a new chat about the page.
Insights Assistant. Select the icon in the page header to open a chat that reads the page you're on. The chat shows Viewing and the page name.
Show on page. When an answer has several sources, select it to step through each one on the page.
When you open a source from an answer, the chat stays open beside it.
What you can ask
Ask the way you'd ask a researcher who knows your results.
Headlines and decisions
I've got the CMO in ten minutes. What's the headline from our flavours study?
Which flavour should we go with?
We're leaning towards Chilli Lime. Does the data back that up?
You get the result that matters most and which way the evidence points for your goal. For example, "If reaching new shoppers is the priority, the evidence favours Chilli Lime." The call stays yours, and the answer ends with what would change it.
Numbers and significance
Is 58% desire good for a flavour nobody's tried before?
Is Honey Crunch significantly ahead of Sea Salt?
It compares your figure with the benchmark on your study and tells you whether a difference is significant.
Audiences
Does Chilli Lime do better with younger people?
Were men and women any different?
Each group comes with its figure and base. A win with one group isn't called a win overall.
Reasons and quotes
What's driving desire for Honey Crunch?
Give me a quote I can use from someone who loved Chilli Lime.
You get the themes that move the result, strongest first, and quotes word for word from real respondents.
Across studies and runs
What have we learned about spicy flavours across our studies?
Has desire for Honey Crunch moved since we reran the study?
Across studies, you see what each one found side by side, each sourced to its own study. Across runs, you get each run's figure and base for up to the four latest runs. Changes between runs aren't tested for significance.
Your category
Where's the white space in savoury snacks?
Where are our competitors winning?
Category questions draw on your Canvas. If you don't have one, email [email protected].
Checking an answer
Before an answer goes in a deck, check where it came from.
Sources. Numbered markers link each claim to its finding. Select a number, or Sources under the answer, to see each finding and the date it was measured. Open this fact in the data takes you to the figure on your results page.
Charts. Select Charts to see a chart of the comparison. A coloured tag marks a significant difference. A group with fewer than 30 people shows Low sample instead of a figure.
Download chart. Saves the chart as an image with its source line, ready for a deck.
Copy. The copy icon under an answer copies its text, without the numbered source markers.
Managing your chats
Your chats are listed under Your chats, and only you can see them.
Rename. Select the chat's name at the top of the page and type a new one.
Delete. Select the bin icon next to a chat in the list.
Rate. Select the thumbs up or down under an answer, and add a comment if you like.
When the assistant works out a new finding, it's saved to the study, so anyone who can see that study can get it too. Your chat stays private.
Common issues
If an answer isn't what you expected, start here.
It asks you to pick a study. Your question could mean more than one. Pick one, or name the study in your question.
A group shows Low sample. Fewer than 30 people sit behind it, which is too small to report. Try a broader group.
It says your study didn't measure that. It tells you what the study did measure instead.
It says your study isn't ready yet. Email [email protected] and our research team will help.
It won't name a winner across studies. Each study ran at a different time with different people, so it shows each study's results side by side instead.
Insights Assistant answers from your Ideally results only, so it won't predict results for a market or audience your study didn't sample, or read documents you upload. To build a deck, use Presentations. To set up a study, use the Research Assistant. For pricing, see Credit system.
Related articles
Still need help?
If an answer doesn't settle your question, or you'd like a researcher to look at your results with you, see Getting research support.