The object model
Datasets ground the population
A dataset is a source of real-world signal — census figures, electoral studies, panels, or your own uploaded data. Personas are built from datasets, so every response can be traced back to evidence.
Cohorts define who you're reaching
A cohort is a defined audience drawn from your datasets and narrowed with demographic filters and psychographic tags. It has a sample size (
n).Creatives are what you put in front of them
A creative is the thing being reacted to — a video, an image, or a block of copy.
Objects at a glance
| Object | What it is | Where it lives |
|---|---|---|
| Workspace | The shared space for your team’s work, data, and billing | Workspace switcher, top-left |
| Dataset | A source of grounding data, versioned with a schema | Datasets |
| Cohort | A defined, sampled audience | Cohorts |
| Creative | A media asset or copy to test | Creatives |
| Test | A structured study run across a cohort | Tests |
| Focus group | A convened room that deliberates | Focus groups |
| Insight | A pattern surfaced across many tests | Insights |
Workspaces
Everything you create belongs to a workspace. A workspace has its own datasets, cohorts, tests, members, plan, and billing. You can belong to more than one and switch between them with the switcher in the top-left of the sidebar. See Members and roles.Quantitative and qualitative, together
Every test returns both kinds of feedback:- Quantitative — structured measures such as recall, sentiment, purchase intent, and clarity, scored out of 100 and cut by segment.
- Qualitative — open-ended verbatims (what individual personas said and why), clustered into themes, with recommendations distilled on top.
Grounding
Simulant models outcomes, not opinions. Personas are built from the measurable record, and every result traces back to the signals behind it — so the read-out survives the room, the audit, and the front page. See How grounding works.Ready to build?
Start by building the cohort you want to reach.