Format · Head-to-head

Make them choose — and say why.

Personas compare two or more concrete options side-by-side — captured A/B variants or plain alternatives — and are forced to a preference. You get a reasoned, segmented tally: which option wins, by what margin, and which segments split the other way.

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01The forcing move — no fence-sitting allowed

One move inside a run.

Two options in. A reasoned preference out.

  • Settle an A/B you can’t afford to ship both sides of
  • Compare price points, taglines or concepts — not in the abstract, side-by-side
  • See the margin, not just the winner — and the segments that disagree
  • Force a preference where a survey would let everyone fence-sit

02On the record

It disagrees with you — with quotes.

margin
“B, but barely — A’s headline is clearer, I just don’t believe its claim. Fix that and I flip.”
Lena · Head of growth
segment-split
“At $49 I’m comparing you to spreadsheets; at $99 I’m comparing you to my analyst. Different fight.”
Marcus · CFO, scale-up
dissent
“Everyone in my segment will pick the safe concept. Ask the new-to-category folks before you kill the bold one.”
Noor · Design lead, B2B SaaS

03Inside a run

The jobs that reach for it.

Positioning

Does the message land — or bounce?

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Pricing / Price-Sensitivity

Willingness-to-pay without leading the witness.

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Ideation (How-Might-We)

From a How-Might-We to concepts worth building.

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A/B Test

Which variant wins — and who it wins for.

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04Get it

Three ways to run it.

Open Core

Run the engine yourself — free, local, open.

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Cloud

Hosted, for teams — the same UI, managed for you.

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Research

Done-for-you studies — buy the finished report.

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05Questions

How is this different from running two councils?

The options are judged side-by-side in one session, and the server tallies a reasoned preference — winner, margin, and segment splits — instead of leaving you to eyeball two transcripts.