What you can ask

Six ways to ask. One audience behind every answer.

Choose the format that fits your question and sets the study up properly behind the scenes. Move from a Concept Test to a Focus Group or Interview while reusing the same Audience Panel.

Every example below comes from a different market, because your audience in Manchester does not think like your audience in Barcelona.

Illustrative — built from AYA studies

First, choose who you want to ask

Create the audience that fits the decision.

Audience Panels

Save your audience once, then keep coming back to it.

Choose by country, city, category, age, behaviour and budget, then save it for good. The people who saw your £4.50 price test are the same ones who see the ad in June, so you can read one against the other.

Compare Panels

Create different panels. Compare different perspectives.

Save different audiences for different markets, segments or customer types. Put the same question in front of each and see where their priorities, objections and language differ.

Test an idea

Concept Test

Concept & proposition testing · same working day

Which version wins, and which word lost it?

Put the proposition, the offer, the product idea or the price in front of your audience. You get back what they understood, what they did not believe, and the exact phrase that lost them.

🇩🇪 Berlin"Refill pouches for your skincare — 40% cheaper, 70% less plastic. Buy it?"
UnsureI want to say yes because of the plastic. But I know I'll tear it, spill it on the sink, and go back to the bottle.Lena, 33 · buys refills for detergent already
WouldForty percent cheaper is the reason. The plastic is the excuse I'll give my girlfriend.Minh, 41 · price-led, buys in bulk
What the team changed: the sustainability line was demoted and price led instead — and the pouch was redesigned with a screw spout after people kept describing spilling it, unprompted.Illustrative — built from AYA studies

Go deeper

Focus Group

10 questions · 6 people

Six people. One guided discussion. See where the group moves.

Six people from your audience respond to a guided sequence of ten questions and to the ideas emerging in the room. See where they agree, where they split and which objection changes the conversation.

🇪🇸 Barcelona"Skip housekeeping, get free breakfast. Would you take the deal?"
WouldYes, obviously. I don't want a stranger in my room while I'm at a conference anyway.Núria, 37 · travels for work twice a month
Would notSo now I'm cleaning the room and they call it a gift? Say it's for the planet and I'll like it even less.Javier, 58 · leisure traveller, four star
What the team changed: the group split cleanly on business versus leisure, and turned hostile the moment "eco" was mentioned. The offer shipped to business bookers only, framed as privacy — not sustainability.Illustrative — built from AYA studies

1-to-1 Interview

One person · one deep conversation

One person. One deep conversation. Understand what really drives them.

Explore what hurts, what they want, what they can afford, who they trust and how they describe the problem in their own words. Use it when the reasoning matters as much as the answer.

🇮🇪 Dublin"Walk me through the last time you switched insurer. What nearly stopped you?"
WouldI had the better quote open for eleven days. What stopped me was not knowing if my no-claims came with me. Nobody would just say it.Aoife, 44 · switched after 9 years
Would notEvery one of them says trusted. Show me what happens the day I crash the car, then we'll talk.Declan, 52 · never switched
What the team changed: "your no-claims transfers automatically" moved from page four of the FAQ to the headline of the switching campaign. It was the actual blocker, in their actual words.Illustrative — built from AYA studies

Check work you've already made

Ad Evaluator

Creative & ad testing · before production, not after

Show them the ad before you book the media.

Upload a static ad or creative concept. Learn what people notice first, what they think you are selling, what they believe and what needs to change before the media is booked.

🇫🇷 Paris"Look at this ad. What do you think it is selling?"
UnsureI noticed the portrait first and assumed it was skincare. The bank logo is so small that I only found it after reading the line twice.Camille, 26 · switched banks last year
Would notThe offer is hidden in the bottom corner. If that is the reason to switch, make it the first thing I can read.Yassine, 39 · father of one
What the team changed: the bank name and offer were enlarged, the headline was shortened and the contrast increased before the static creative went to media.Illustrative — built from AYA studies

Brand Evaluator

Brand & positioning testing · once the line is drafted

Does the brand line mean what you think it means?

Put the line, the identity or the territory in front of your audience. You get back what they think it means, what they believe, and what sounds like every competitor in the category.

🇳🇱 Rotterdam"Our new line is 'the greener tariff'. What does that tell you?"
Would notGreener always means dearer. That's just what it means now. I'd assume you'd put ten euro on my bill and call it a favour.Bram, 45 · pays the household bills
UnsureI like it, but green from an energy company is a bit like a crisp packet saying it's got vegetables in it. Show me the number.Femke, 31 · switched supplier twice
What the team changed: "greener" came off the tariff name. The line led with the fixed price and put the sourcing claim second, with the figure attached — because the audience read green as a surcharge, not a benefit.Illustrative — built from AYA studies

Investor Pitch Evaluator

Pitch testing · before the room you can't re-enter

Find the question that kills the meeting.

Upload the deck. You get back which claims invite doubt, which slide loses the room, and what proof is missing — while you can still fix slide six.

🇬🇧 London"Here's our seed deck. What would stop you investing?"
UnsureSlide four says the market is enormous. Slide nine says you have four customers. One of those slides is doing all the work and it isn't nine.Inés, 47 · angel investor, twelve deals
Would notI don't feel the problem. Tell me what it costs them today and I'll lean in. Right now it's a nice-to-have with a good logo.Tom, 31 · associate, early-stage fund
What the team changed: the market-size slide was cut and replaced with the cost of the problem, stated in money, on slide two. Traction moved forward. Same business, a pitch that survives the questions.Illustrative — built from AYA studies

Audience Panels · why it compounds

A price test in March, an ad test in June, an interview in September. The same people answered all three.

Save your audience as a Panel and the same people are there next Tuesday, and the Tuesday after that. You recruit once and keep asking, which is what lets you tell a client "the same 100 people told us this in March and this in June." That is why the second study is trusted more than the first.

Built from real recorded interviews. Directional evidence, not a forecast.

Before you spend, Ask Your Audience.

From a Concept Test or Focus Group to a one-to-one Interview or Evaluator, puts audience evidence behind the decision before the budget is committed.