Research comparisons
Choose the right market research method for the job
Side by side breakdowns for teams deciding between synthetic personas, focus groups, surveys, and traditional market research workflows.
See which methods support fast iteration and which are slower but deeper.
Understand cost tradeoffs before committing budget.
Match methods to concept screening, messaging, pricing, and launch checks.
Use synthetic and human methods together in one research plan.
Comparison library
Side by side guides
Built for research and growth teams.
Each guide covers tradeoffs, best-fit use cases, and when to combine methods.
See decision examples across product, brand, strategy, and creative.
Browse use cases →See outcomes from teams using Viewpoints in live workflows.
Read case studies →Common questions
What is this comparisons page for?
This page helps teams choose the right research method for a specific decision. It links to side by side comparisons with practical tradeoffs.
Do teams replace all human research with synthetic personas?
Many teams use synthetic personas for early screening and rapid iteration, then run selective human studies for final validation, compliance, or launch signoff.
Where should I start if I am new to Viewpoints?
Start with the market research overview page, then read the method comparisons, and then run a pilot study with one decision your team needs to make this week.
Get started
Run a pilot and compare methods with your own materials
Start small and measure decision confidence.
Use one urgent decision as a pilot, then scale what works across your team.
