Research context helps the AI moderator conduct more informed and relevant interviews. By providing background information about your company, product, and audience, the AI can ask better questions and understand participant responses in the right context.
What is research context?
Research context is background information that helps the AI moderator understand the subject matter of your research. This information isn't shared directly with participants but shapes how the AI approaches the conversation.
Well written context helps the AI moderator:
Ask more relevant and specific questions
Understand industry or product specific terminology
Recognise when participants mention relevant topics
Avoid asking questions participants can't answer
Adding context
In the study builder, select the Context tab to add background information. Click 'Add context' to create a new context block.
Each context block includes:
Title: A label to organise your context (e.g., "Company background", "Product details", "Competitor landscape")
Context: The information you want the AI moderator to know
You can add multiple context blocks to keep information organised. All context blocks are used by the AI moderator during interviews.
Types of context to include
Company context
Share relevant details about your organisation that help frame the research. This might include:
What your company does and the industry you operate in
Your position in the market
Company size or stage (startup, enterprise, etc.)
Any relevant history or background
Product, feature, or service context
Explain what you're researching so the AI understands what participants are discussing. Consider including:
What the product or feature does
The problem it solves for users
How it currently works
Any recent changes or updates participants might reference
Interview audience
Describe who you'll be speaking with beyond basic demographics. This helps the AI tailor the conversation appropriately:
Their relationship to your product (current users, churned customers, prospects)
Their level of experience or expertise
Any shared characteristics relevant to the research
What they're likely to know or not know
Specific questions or assumptions
Add any particular topics or hypotheses you want to explore:
Assumptions you want to validate or challenge
Specific scenarios you want participants to react to
Competitor products or alternatives to explore
Particular features or aspects to focus on
Best practices
Be specific and concrete
General statements like "we're a technology company" don't help the AI ask better questions. Instead: "we're a B2B SaaS platform that helps HR teams manage employee onboarding, primarily used by companies with 50-500 employees."
Include relevant terminology
If your product or industry uses specific terms, explain them. This helps the AI recognise when participants use these terms and ask appropriate follow-up questions.
Focus on what's relevant to the research
You don't need to share everything about your company. Include context that will help the AI understand participant responses and ask better questions for this specific study.
Keep context current
If you're researching a new feature or recent change, make sure your context reflects the current state. Outdated context can lead to confusing questions.