Research, explained from start to finish.
Your study
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Your audiences
Studies › Women 25 to 40 · Ciudad de México
Winter capsule
Description
An apparel brand from Ciudad de México has two capsules designed for winter and can only produce one. The study tests which one creates more desire, among whom, and what holds back buying online.
The decision
What success looks like
One capsule with a clear lead in at least two of the three segments, and knowing what holds it back in the third.
Objectives
3Audiences
3 of 5 segments · 7,700 profilesQuestions
6Properties
Files
Decision.
It all starts with what you need to decide: which options are on the table, what's at stake, what success would look like and when you need it by. That shapes the study's objectives, who to ask and what to ask them.
Your study
- Studies
- Synthetic audiences
- Questions
- Simulations
- Results
- Reports
Your audiences
Synthetic audiences › Fashion
Women 25 to 40 · Ciudad de México
Your audience · 10,000 profiles
Profiles
10,000
synthetic, not people
Segments
5
by how they shop
Category
Fashion
Women's apparel
Where
México
Ciudad de México · Metro area
Ages
average 32 years
Socioeconomic level
Most are C+
Personality
Big Five, 0 to 100
Segments · what they care about
Online shoppers
Buy twice a month
3,200 profiles32%
Price-conscious
Wait for the sale
2,600 profiles26%
Brand loyal
Come back and recommend
1,900 profiles19%
First purchase
Never bought online
1,400 profiles14%
In-store
Want to try it on first
900 profiles9%
Audiences.
You choose who you want to ask: category, region, age and socioeconomic level. Meduzia builds thousands of synthetic profiles with that mix, each with its own story, habits, desires and hesitations, and groups them into segments. They aren't real people or anyone's twin.
Your study
- Studies
- Synthetic audiences
- Questions
- Simulations
- Results
- Reports
Your audiences
Questions › Women 25 to 40 · Ciudad de México
Winter capsule
Study
Winter capsule: what to produce and what holds back buying online.
Files
Questions.
You build the study with every question you need, each in its own format: pick one option, check several, rank, rate in a matrix, answer in their own words or imagine a scenario. You add images and conditions, and choose which segments get each question. We never ask them about price.
Your study
- Studies
- Synthetic audiences
- Questions
- Simulations
- Results
- Reports
Your audiences
- Which of these two capsules would you pick
- What stops you from buying without trying on
- Do you prefer free exchanges or free shipping
- What would you name the capsule
Simulations › Women 25 to 40 · Ciudad de México
Simulation in progress
Women 25 to 40 · 3 segments
5,929 of 7,700 answered
Coming in
in their own words
“The technical one, if exchanges are free. I've ordered a size before and it didn't fit.”
“I like both, but I'll wait for a discount before I decide.”
“The wool one. But I don't buy anything without trying it on.”
“The technical one, I'd wear it to work every day.”
“The technical one. I like that it's light; in a coat on the metro I'm boiling.”
“Not sure, I've never bought clothes online. I'm afraid it won't fit.”
“The wool one looks nicer, but if I have to pick just one, the technical one.”
“The wool one, it's warmer and it lasts me several winters.”
“I want to touch the fabric first. If there's a store nearby, I'll go take a look.”
“The technical one, especially if it has a hood and pockets.”
“Maybe the technical one, but I need to see a clear size guide.”
“Neither for now. I'm waiting for Hot Sale.”
“I like both. The technical one for weekdays, the wool one for going out.”
“The technical one. If shipping takes two days, I'll order it right now.”
“The wool one. I don't buy coats online.”
“The technical one if I can pay in installments. If not, I'll think about it.”
“The technical one, if exchanges are free. I've ordered a size before and it didn't fit.”
“I like both, but I'll wait for a discount before I decide.”
“The wool one. But I don't buy anything without trying it on.”
“The technical one, I'd wear it to work every day.”
“The technical one. I like that it's light; in a coat on the metro I'm boiling.”
“Not sure, I've never bought clothes online. I'm afraid it won't fit.”
“The wool one looks nicer, but if I have to pick just one, the technical one.”
“The wool one, it's warmer and it lasts me several winters.”
“I want to touch the fabric first. If there's a store nearby, I'll go take a look.”
“The technical one, especially if it has a hood and pockets.”
“Maybe the technical one, but I need to see a clear size guide.”
“Neither for now. I'm waiting for Hot Sale.”
“I like both. The technical one for weekdays, the wool one for going out.”
“The technical one. If shipping takes two days, I'll order it right now.”
“The wool one. I don't buy coats online.”
“The technical one if I can pay in installments. If not, I'll think about it.”
Simulation history
Women 25 to 40 · 5 simulations
Simulation.
Each profile answers on its own, in the first person and with its reasons. It can say no, that it's unsure or that it doesn't care. While it runs, you see how the answers are splitting and how they put it.
Your study
- Studies
- Synthetic audiences
- Questions
- Simulations
- Results
- Reports
Your audiences
- Which of these two capsules would you pick
- What stops you from buying without trying on
- Do you prefer free exchanges or free shipping
- What would you name the capsule
Results › Women 25 to 40 · Ciudad de México
Winter capsule · Results
Contents
Run 01
7,700 profiles
3 segments
6 questions
From run 01 · 7,700 synthetic profiles · 3 segments
The technical capsule wins overall and among online shoppers; among price-conscious shoppers, it ties with wool. Size is the most common barrier, and free exchanges remove it.
Findings
Technical beats wool by 15 points
Among price-conscious shoppers, the two are tied
Free exchanges do the most to unlock buying without trying on
Size comes up in 4 out of 10 doubts
“I've ordered a size before and it didn't fit. If exchanges are free, I'll go for it.”
Carolina, 31 · Online shoppers · synthetic profile
Properties
Previous runs
What stops you from buying without trying on
Yesterday · 7,700 profiles
Do you prefer free exchanges or free shipping
Sep 24 · 10,000 profiles
What would you name the capsule
Sep 19 · 3,200 profiles
Exports
Results.
You see how the answers split across the whole audience and within each segment, what holds people back the most and the words they use to say it. It's a direction to make better decisions before launch, not a sales forecast.
Your study
- Studies
- Synthetic audiences
- Questions
- Simulations
- Results
- Reports
Your audiences
- Report · Which of these two capsules would you pick
- Report · What stops you from buying without trying on
- Report · Do you prefer free exchanges or free shipping
- Report · What would you name the capsule
Reports › Women 25 to 40 · Ciudad de México
Report · Winter capsule
Contents
Run 01
7,700 profiles
3 segments
6 questions
Live report · updates if you simulate again
The technical capsule creates more desire. Size holds it back.
Women 25 to 40 · Ciudad de México · 7,700 synthetic profiles · 3 segments
Wants it
46%
Unsure
31%
Rules it out
23%
Key points
- 46% choose the technical capsule; wool wins among in-store shoppers.
- Size is the most common barrier to buying without trying on.
- Free exchanges and a clear size guide matter as much as the design.
Results of a simulation with synthetic profiles, not people. Not a sales forecast.
Export as
Shared with
3 people
Previous reports
Women 25 to 40
Report.
Everything ends up in a report to share with your team: the question, who it was asked to, how they answered and why. Always with the note that these are synthetic profiles, as the ICC/ESOMAR Code requires.
This whole process, with your brand.
We'll reach out, build your synthetic audience and run your first simulation.