Most questionnaires measure the wrong thing, politely.
Asking people about themselves is easy. Asking in a way that returns something you can act on is an instrument problem. The Lab is where we build those instruments — for Situations, for Daily Dots, for research studies we run with partners, and now for you.
The underlying interest is narrow and stated: how people in modern India actually decide — what they buy, skip, repeat, abandon and defend — read through behaviour rather than self-description.
How it works
Six decisions, in order.
01 · Intent
Decide what you are measuring
Before a single question exists, the lab asks who is speaking, what they want to learn and who they are learning it from. Finite choices, not a blank box — because a vague brief produces a vague instrument.
02 · Register
Write it in their language
Region, language and length change the shape of the questions, not just the wording. A question asked in the respondent's own register gets a behaviour; the same question asked formally gets a performance.
03 · Lens
Choose the behavioural angle
Habit, decision, attention, identity, friction. The lens decides what a question is allowed to assume, and it is stated on the draft so a reader can argue with it.
04 · Draft and version
Deterministic first, assisted second
The template draft is deterministic — the same inputs always give the same questions, so a change is traceable to a decision. The AI-assisted draft is schema-checked on our server and falls back to the template if anything is off.
05 · Checks
Bias and sensitivity before fielding
Every draft carries its rationale per question and a set of bias and sensitivity caveats. This is research and product design, not clinical or psychological diagnosis, and the draft says so.
06 · Take it away
Export, embed, or ask us to wire it
A working HTML form for your own page, structured data for your own tooling, or a conversation with us. What comes back from your audience is yours.
Try it
Build one now.
Create a new questionnaire for your audience, or paste one you already use and have it tightened. Your choices stay on this device for a few hours, so you can leave the page and pick it back up.
The template draft is deterministic — the same inputs always produce the same questions. The AI-assisted draft sends only what you typed on this page to a model on our server, and is checked against a schema before you see it; if anything is off, you get the template draft instead. Either way this is research and product design, not clinical or psychological diagnosis.