Study types

Exoid is built for consumer research, and most of what teams run falls into a handful of recognizable study types. Here they are, with the blocks you’d build each one from. Treat the second column as a starting point, not a prescription. The same business question has several valid designs, and the design decides what you learn: a ranking gives you the order, a monadic comparison gives you the level, an open-ended question gives you the reason.

Product and innovation

Study	What you build in Exoid
Concept test	A Message block with the concept and Wait before advancing, separate ratings on interest, uniqueness and credibility, a single choice on purchase intent, an AI-moderated open-ended on the why.
In-use product test	Two campaigns, before and after use, with the same matrix of attributes, a File upload for the photo and the same respondent ID passed as a URL variable so you can join the waves.
Packaging test	Image Choice with the shelf, randomization on and Wait before advancing set to a few seconds, then a recognition question and a pack × attributes matrix.
Naming and logo test	Ranking for seven candidates or fewer, a names × attributes matrix, an open-ended on what the name suggests. Image Choice with Supersize for logos.
Range and assortment	One multiple choice with no selection cap across the whole candidate range, options randomized, plus a Number Input on purchase frequency.
Pricing	Four Number Input blocks in sequence for the price questions, or a series of single choice blocks between complete product profiles built with Create in bulk.

Communication

Study	What you build in Exoid
Claim test	Two single choice blocks per subset — most convincing, least convincing — built with Add Bulk Options and Create in bulk, then a claim × criteria matrix on the winner.
Advertising test	The video as the block’s media with Wait before advancing on the spot’s length, an open-ended on spontaneous recall before any prompted question, then brand recall and a post-exposure matrix.
Creative pre-test	Image Choice with Supersize for storyboards and key visuals, two closed questions per route, an AI-moderated open-ended on what the route promises.
Post-campaign	Duplicate the pre-campaign study with Duplicate, keep question codes and order frozen, add a recognition block and a manual `wave` variable.
Promotion evaluation	One promo mechanic per respondent through the media variable, a single choice on what they’d do and a Number Input on how many units.

Brand

Study	What you build in Exoid
Brand equity	A category screener with navigation rules, spontaneous awareness as an open-ended before any list, prompted awareness as a randomized multiple choice, then a brands × attributes matrix.
Brand health tracking	The same interview kept to eight or twelve blocks, duplicated each wave with codes frozen and the wave number in a variable.
Buying occasions	One multiple choice per occasion, always the same brand list with randomization on.
Competitive benchmark	A brands × attributes matrix on the same randomized rows, with Transport options so people only judge brands they said they knew.

People and market

Study	What you build in Exoid
Segmentation	Twenty to forty statements across matrices on one agreement scale, behaviors and spend as multiple choice and Number Input, demographics last. Advanced statistics mode on for the SPSS export.
Buyer profile	A short category interview — last brand bought, frequency, occasion, channel, spend — plus comparison clusters for your buyers against the category.
Consumption habits	Anchor it to the last real occasion: Date and time, single choices on moment, place and company, a File upload for the context.
Category exploration	Few closed questions, many open-ended ones with AI moderation, then explore with Talk with Data in Conversational mode.
New market entry	The same interview fielded to each market as a separate target group, with a manual variable carrying the market code.

Purchase and relationship

Study	What you build in Exoid
Shopping journey	One study in phases, with navigation rules sending each mission and channel down its own branch and back to the common trunk.
Product page experience	A screenshot as the block’s media with Wait before advancing, then three questions: what is this, what does it cost, would you buy it.
Satisfaction	A matrix of experience drivers on one scale plus an overall satisfaction question, distributed by link with the customer ID as a URL variable.
Loyalty and NPS	A Rating block from 0 to 10 with Display type on `Numeric`, and an open-ended shown only below a threshold with a visibility condition.
Renewal and churn	Two samples in the same study separated by a screener, the same driver battery for both, an AI-moderated open-ended on when they decided.

Showing different stimuli to different respondents

Several of these need each person to see one version only: one concept, one pack each, a control cell with no ad. That happens inside a single study, through the Media field. The Media (optional) panel of every block has a Media source with two values. Upload file means the media is fixed and everyone sees the same thing. Use variable means it comes from a variable, so it changes from one respondent to the next. The usual way to feed that variable is the URL: one link per version, each carrying the parameter that identifies its stimulus. Everything else about the interview stays identical — same blocks, same question codes, same order. The variable lands in the Variables column of Responses and in the export, so you always know who saw what, and each cell becomes a comparison cluster inside the same campaign.

Because the cells live in one campaign, you compare them directly in the Summary without stacking exports, and quotas apply across the whole study, so the cells stay balanced.

A Script on the first block can write the same variable, which is how you rotate versions without preparing separate links.

Next steps

What you can do with Exoid

The full map of platform capabilities, organized by goal.

Question types

Every block available in the Builder and when to use each one.

Your first study

The guided path end to end, from creating a campaign to reading results.

Exporting data

Which file comes out of which section, and how to take the dataset into SPSS or Excel.

Get started

Build your study

Logic and personalization

Distribute

Analyze results

Workspace and team

Feedback and requests

Product and innovation

Communication

Brand

People and market

Purchase and relationship

Showing different stimuli to different respondents

Next steps

What you can do with Exoid

Question types

Your first study

Exporting data

​Product and innovation

​Communication

​Brand

​People and market

​Purchase and relationship

​Showing different stimuli to different respondents

​Next steps

What you can do with Exoid

Question types

Your first study

Exporting data

Product and innovation

Communication

Brand

People and market

Purchase and relationship

Showing different stimuli to different respondents

Next steps