Define your persona

Persona attributes give your agent context about who it’s interviewing, so the conversation stays relevant to that audience.

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Adding attributes

1. In the study builder, click Persona in the right sidebar
2. Click Add attribute
3. Enter an attribute name (e.g., “Age”) and value (e.g., “25-45”)
4. Add more attributes as needed

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Editing and deleting

• Edit: Click on any attribute name or value to modify it inline
• Delete: Hover over an attribute and click the trash icon

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Duplicate key handling

If you add an attribute with a key that already exists (case-insensitive), the existing attribute is updated instead of creating a duplicate. For example, adding “age: 30-45” when “Age: 25-35” exists updates the existing entry.

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Formatting guide

Attributes are flexible. Use whatever format makes sense for your study:

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How personas affect interviews

Your agent receives the persona as background on who it’s interviewing. Use it for context the agent can’t pick up from the conversation, like segment, plan, or tenure. It doesn’t change which questions get asked, which come from your interview guide, or the agent’s tone, which comes from your Agent settings.

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Best practices

Pick attributes that help answer your study questions, and use concrete values instead of vague labels:

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What’s next