Research and strategy

Research section

Open Research from the sidebar. Click the expand arrow to see three views:

Research Overview

A summary dashboard showing key insights, personas, pain points, and the overall health of your evidence base. This is a good starting point to see what research exists and what gaps remain.

Market Research

Market size and trends, competitive landscape, and industry dynamics. Click Generate or ask the Conductor to create a market analysis. Results appear as structured reports with sections you can expand and edit.

User Research

User personas, interview insights, pain points, needs, and behavioral patterns. Generated personas include demographics, goals, frustrations, and representative quotes.

Research tools

Hypothesis Tracker

Track and validate your product hypotheses. Click Add hypothesis to create one. Each hypothesis shows its validation status (validated, invalidated, or untested) and connected evidence. Use this to stay honest about what you know versus what you assume.

Interview Script Builder

Click Generate interview script to create tailored questions based on your research goals and target personas. Scripts adapt based on the specific persona you are interviewing. You can select different personas to see how questions change.

Persona Creator

Create detailed user personas from research findings. Click Create persona to build one manually, or let the Researcher generate them from your evidence. Personas can be promoted to synthetic personas for interactive testing.

Evidence Base

Import and track research sources. Click Add evidence to import articles, surveys, interviews, analytics, or external references. Each source connects to insights and helps ground decisions.

Insight Cards

Editable cards capturing individual research insights. Each card can be tagged by theme and promoted to strategy when it becomes a key finding. Click an insight card to edit its content, tags, and connections.

Generation rounds

Research can be generated in multiple rounds. Each round builds on the previous one. Click the round selector to view or regenerate any previous round.

Strategy section

Open Strategy from the sidebar. The strategy section contains multiple tabs:

Elevator Pitch

Craft and refine your 30-second pitch. Iterel generates multiple versions. Click any version to edit it. Use the Conductor to ask for sharper, shorter, or differently angled versions.

Business Model Canvas

An interactive canvas covering key partners, activities, resources, value propositions, customer relationships, channels, customer segments, cost structure, and revenue streams. Click any section to edit.

Product Bets

Define the key bets your product is making. Each bet shows a hypothesis, expected outcome, risk level, and connection to strategy. Click Add bet to create new ones.

Strategic Positioning

Map your position relative to competitors. Shows differentiation, unique value, and the space you own in the market.

Who We Serve

Detail your target users and segments with characteristics, needs, and how your product serves them.

Decision Intelligence

An archive of strategic decisions with a scenario simulator and strategy pulse monitoring. Use it to track why decisions were made and explore alternatives.

Go-to-Market

Plan your launch strategy including channels, timing, messaging, and target segments.

Success Metrics

Define KPIs and measurement frameworks connected to strategic goals.

Visual Direction

Preview how strategic decisions translate into visual direction. This bridges strategy and creative direction.

Best practices

• Research before polishing the interface

• Use the Hypothesis Tracker to stay honest about what you know versus assume

• Treat strategy as a living set of decisions, not a one-time document

• Revisit the evidence layer when a core assumption changes

• Next, shape the brand in Creative direction.

• Map the experience in Flows and planning.