Methodology
The platform is opinionated about research method on purpose. These are the frameworks it applies, and where a human stays in the loop.
Problem structuring
Briefs are framed with TOSCA — Trouble, Owner, Success criteria, Constraints, Actors — then decomposed into a MECE issue tree or an issue pyramid. A null-hypothesis branch is always generated, so a favourable answer is never the only one tested.
Measurement & scaling
Measurement level (nominal, ordinal, interval, ratio) is enforced before analysis is chosen. Comparative scaling — paired comparison, rank order, constant sum — and non-comparative scaling — continuous rating, Likert 3/5/7/10-point, semantic differential, Stapel — are offered with an explicit recommendation and an override at each step.
Questionnaire design intelligence
Every question is audited against Tourangeau's four cognitive stages — comprehension, retrieval, judgment, response formulation — plus eleven wording dimensions covering double-barrelled, leading and ambiguous phrasing. Sensitive topics get mitigation techniques with a plain-language rationale.
AI governance
Every AI-generated output carries the model and version that produced it, an explanation citing the methodological principle behind it, and an override control. Overrides require a reason and are logged. Reports carry a disclosure label on every page:
AI-Generated Analysis — Reviewed by a Research Lead
Simulated persona output and scenario interpretations are labelled separately, because neither is a research finding:
⚠ AI-Simulated Responses — Not Real Consumers
⚠ Scenario Interpretation — Not a Research Finding