AI Moderated IDI

Edit Project

Edit Project | Ad Test April

Update the discussion guide, refresh the respondent sheet, and revise project settings midstream without losing active or completed interviews.

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Mid-study editing

Project Setup Status

A quick visual read on what is ready before you launch the project.

Project setup

Set up the project, choose the AI provider, attach the guide and respondent list, upload the ad stimuli, and save the project into its working view.

1. Project settings

Start with the project title, tone, and depth. Objectives, target audience, and category context are populated by discussion guide parsing and can be unlocked for editing afterward if needed.

Project title

Tone

Depth

Chat labels

Show section labels like First reaction, Clarity, and Trust inside the transcript bubbles.

Show labels in chat

Resume later

Let respondents pause and return using the same unique link. If enabled, the interview can be resumed for a limited number of hours.

Allow resume later

Resume window (hours)

Guide-populated fields

Upload the discussion guide below to fill objectives, target audience, and category context. After parsing, you can unlock these fields if you want to refine the wording.

Objectives

Assess reactions to three revised rough Scratchers ad concepts and determine which concept best communicates that Scratchers provide a fun break or moment of play in the day, while also evaluating clarity, relevance, em…

Target audience

Adults in California who are familiar with lottery games, including current, occasional, and lapsed Scratchers players; some may have participated in a prior concept-testing round.

Category context

Advertising concept testing for California Lottery Scratchers, using rough animatic-style concepts intended to become finished live-action commercials for a late spring campaign.

2. AI provider

Choose the model that will actually conduct the interview. This section stays blank until you explicitly select a provider.

Provider

Model

Base URL

3. Discussion guide

This becomes the official hidden moderator brief. When you upload a PDF, the AI parses it, fills the guide-managed project fields, and drafts the planned coverage for the interview.

Guide-led interview

Upload discussion guide PDF

PDF only. You can click or drag a guide directly into this box.

guide2 - scratchers ad test (follow up).pdf

7,729 extracted characters

Parsed summary

Guide-led qualitative interview brief.

Objectives pulled from the guide

Evaluate revised rough Scratchers ad concepts in terms of relevance, likeability, persuasion, and messaging.

Understand whether each concept clearly communicates the intended idea that Scratchers offer a fun moment of play or break in the day.

Assess comprehension of plot, executional elements, and strategic fit.

Gauge personal connection, emotional response, target fit, and brand impact.

Determine memorability and whether the ads would stand out.

High-level interview outline

Intro: explain purpose, neutrality, privacy, recording, and expectations

Warm-up: brief respondent intro plus lottery and Scratchers usage/attitudes

Concept setup: explain rough ad format and how to evaluate unfinished concepts

Concept A: silent reaction task, rating, and full discussion

Concept B: silent reaction task, rating, and full discussion

Concept C: silent reaction task, rating, and full discussion

Final choice: select best and second-best concept and explain why

Wrap-up: final message to California Lottery and any back-room follow-ups

Must-cover areas

Respondents understand concepts are rough outlines, not finished animated ads, and should imagine a completed live-action commercial.

For each concept: first impression, emoji rationale, main message, storyline comprehension, likes/dislikes, personal relevance, feelings/tone, target audience, brand impact, memorability, and persuasion.

Tagline reaction: 'Scratchers, a little play can make your day' and whether it fits the ad.

If applicable, whether revisions improved the concept versus the prior round.

Final ranking of top concept and second choice based on attention and increasing consideration of Scratchers.

Core communication territory: Scratchers as a fun moment of play or break in the day, even if you do not win.

Moderator notes

Maintain moderator objectivity; clarify you do not work for the sponsoring companies and are not selling or recruiting.

Invite candid feedback, including positives and negatives; no right or wrong answers.

Push beyond surface-level reactions.

In group settings, hear from everyone.

Explain privacy, observers, and recording as note-taking support.

Stimulus introduction

Use the stimulus section as the hidden structure for concept review. Introduce the work naturally, let the respondent experience it, and then cover the substantive lines of inquiry such as 5 of 5 --.

4. Respondent list

Borrowing the same pattern as the Analysis App, you upload the respondent list first and the project handles invitation and stimulus rotation from there.

Upload respondent profiles

CSV, TSV, XLSX, JSON, or text. You can click or drag the file into this box.

8 respondents

This project currently includes 8 respondents. Stimulus order will be rotated automatically across the list.

Jose

Angel

Mayra

Katia

Salomon Deneb

Teresa

Hector

Fidelia

5. Stimulus

Upload up to three ad videos. Respondents are automatically assigned a rotating viewing order based on the uploaded stimuli.

Stimulus poll

Ask up to three quick 1-to-5 ratings after each first exposure before the open-ended reaction.

Enable polling

Poll questions

Selected: Brand feeling. Ratings can be changed during the stimulus discussion, and extreme ratings are probed after the first-reaction response.

Stimulus A

Upload the first ad available for rotation across respondents.

Video ready

Stimulus title

Upload stimulus video

MP4, WebM, or MOV. The respondent will watch this inline in the interview.

CA_Lotto_Ahorita.mp4

94 MB • video/mp4

Stimulus B

Upload the second ad available for rotation across respondents.

Video ready

Stimulus title

Upload stimulus video

MP4, WebM, or MOV. The respondent will watch this inline in the interview.

CA_Lotto_Reflection.mp4

184 MB • video/mp4

The AI moderator will use the selected guide and respondent profile as hidden context. During the interview, each assigned stimulus is shown inline and the respondent must watch it twice before the first-reaction answer unlocks.