Interview Guide Co-Creation with Emma

Designing a great interview guide is one of the hardest parts of qualitative research. Now Emma can help you build one interactively, turning your research goals into a structured conversation plan.

How It Works

When you create a new study, select Co-Create with Emma instead of uploading your own guide. Then:

1. Describe your goals: Tell Emma what you're trying to learn. "We want to understand why trial users drop off after day 3" or "We need to test three new pricing tiers."
2. Emma drafts questions: She generates an initial set of open-ended questions, probing follow-ups, and screener criteria based on research best practices.
3. Refine together: Review each question. Ask Emma to rephrase, add depth, reorder, or remove questions. She explains her reasoning for each suggestion.
4. Lock and launch: When you're satisfied, finalize the guide and launch your study immediately.

What Emma Suggests

Core Questions Open-ended questions designed to surface the insights you need, structured to encourage storytelling rather than yes/no answers.

Probing Strategies Follow-up prompts that Emma will use during live interviews when she detects interesting signals: sadness, enthusiasm, or unexpected responses.

Screener Criteria If you need specific participant profiles, Emma helps define screening questions to ensure you're talking to the right people.

Flow & Ordering Emma arranges questions in a natural conversational arc (warm-up, core exploration, deeper probing, and wrap-up) so interviews feel comfortable for respondents.

Why This Matters

Research shows that question design dramatically impacts insight quality. Leading questions, poor ordering, and missing follow-ups are the most common reasons studies underperform. Co-creation with Emma brings research design expertise to every study, regardless of your team's experience level.