How to Read Your Standard Insights Executive Report

Quick Bites

Open this tab first. It contains three to five headline findings from the study, ready to share immediately with a client, a leadership team, or a colleague who needs the short version before a meeting. The section is downloadable as a standalone asset.

If one of the findings raises a question before you have read anything else, use the AI assistant button to ask it directly. You can chat with the data in this section without needing to go into the full report first.

Introduction

This section is auto-generated context, not something that requires careful reading on first pass. It covers what was asked, how the study was run, and what the report contains.

Most readers can skim it or skip it entirely on first read. Return to it when a colleague needs background before looking at the findings, or when a methodology question comes up later in a review.

Market Trends

Available in full reports. Read this before going into Analysis, not after. It contains secondary data that frames the primary findings within broader consumer behavior shifts in the category, context that makes the core data legible rather than an appendix to revisit once you have already formed a view.

Like Quick Bites, this section is downloadable and AI-chattable.

Analysis

This is the forensic section and the one that requires the most active reading. What you see here depends on the study type. Concept testing studies show attention, emotional response, message clarity, brand fit, and purchase consideration per concept, with breakdowns by segment where the data supports it. Campaign studies cover unaided recall, aided recall, message takeaway, and creative recognition in the same structure. Brand lift studies show awareness delta, perception shift, and purchase intent movement.

The full-sample number is the starting point, not the answer. Use the segment breakdowns by age, gender, and any other cuts available in your study, because that is where the actionable findings almost always live.

Personas

First-time users tend to find this section more useful than they expected. Personas are consumer archetypes that emerged directly from the study data. Each one has a name, a behavioral description, and a documented relationship to the brand or creative being tested. They are not generic marketing segments.

The feature worth spending time on is the AI chat interface attached to each persona. You can ask it direct questions about how that archetype would respond to a new concept, what messaging would land, or how it differs from another persona in the study. This is where the report stops being a document and becomes a working research tool.

Strategic Analysis

Available in full reports. This is the strategic output, recommendations built directly from the study findings, organized around where to invest, where to pull back, and what the creative work needs to deliver. It is generated from your specific study data, not a generic strategy template.

Treat it as a brief for the next conversation with your team, not a conclusion to read once and set aside.

Survey

The most complete view of the data, and the most unfamiliar for first-time users. Three things to know before you open it.

Navigation: questions are organized into sections in the left panel, which act as chapter anchors. Jump directly to the question you want without scrolling through the full dataset.

The toolbar at the top controls global filters, demographic splits, side-by-side segment comparisons, highlight mode, color themes, and export. The default view shows full-sample results, and the interesting findings are almost always in the splits, so use it.

If you filter or segment a view you want to return to, save it. Named saved views appear in the navigation bar next to Main so you can switch between them without rebuilding the filter each time. Individual questions also have their own chart controls and a per-question AI analysis button for a fast read on what a specific result means.