Activities
Run structured research activities with your personas to gather specific insights through guided exercises and tasks.
Who is it for?
Researchers and strategists who need more structured data collection than open-ended focus groups provide. Ideal for teams running specific exercises like card sorts, ranking tasks, association games, or other structured research methodologies that require consistent participation formats.
What it does
Activities provides a library of structured research exercises you can run with your personas. Unlike free-form focus groups, activities follow specific methodologies—card sorting, concept ranking, word association, preference testing, and more. Each activity type is designed to elicit specific types of insights in a format that's easy to analyze and compare across participants.
When to use it
- 1When you need quantifiable data alongside qualitative insights
- 2Running comparative testing across multiple concepts or options
- 3Gathering structured input for information architecture or UX decisions
- 4Building consensus rankings or priority hierarchies from audience input
- 5Conducting association or perception mapping exercises
Why it's useful
Focus groups are great for exploration, but sometimes you need structured data. Activities give you the rigor of quantitative research methods while maintaining the depth of persona-based insights. The consistent format makes it easy to compare results across segments, track changes over time, and present findings with clear data visualizations.
How to use it
Choose an activity type
Browse the activity library and select the methodology that fits your research question—card sort, ranking, association, preference test, or other structured exercise.
Configure the activity
Set up the specific elements for your activity—the items to sort, concepts to rank, words to associate, or options to compare. Add any context or instructions.
Select participants
Choose which personas will complete the activity. You can run the same activity across different segments to compare responses.
Analyze results
Review individual responses and aggregate patterns. The system automatically identifies consensus, variations, and notable outliers across participants.
Pro Tips
- •Use the same activity across multiple persona segments to identify differences
- •Combine activities with follow-up focus group questions to understand the 'why'
- •Run activities before and after campaigns to measure perception shifts
- •Export activity data for inclusion in research reports and presentations