Pay for the research you run.

Unit prices. Both plans get the full platform: evidence retrieval, audience and persona generation, interview guides, and synthesis reports. Nothing is feature-gated. Free is $0/month with 2 active projects and $10 automated interviews. Standard is $75/month with 5 active projects and $7 automated interviews, and extra slots are cheaper too ($10 vs $15). If you run more than about 25 interviews a month, Standard costs less overall. Below that, Free usually wins.

One interview is one conversation with a persona. If you auto-interview a 20-persona audience, that's 20 interviews: $140 on Standard, $200 on Free. A re-interview is just another interview. Manual interviews, where you chat with a persona yourself, are free on both plans. Either way, personas remember your earlier conversations across sessions, so you can keep digging without losing context.

Only when money is about to be owed. Picking the Free plan takes no card. You add one the first time you launch automated interviews (they're billed per interview, after each report completes) or when you buy an extra project slot. Until then, you can build audiences, generate personas, and run manual interviews without entering payment details.

A project is one audience: a set of 15 to 24 synthetic personas grounded in real evidence, plus the interviews and reports you run against them. Free includes 2 active projects at a time, Standard includes 5. When you're done with one, archive it to free a slot. Archived projects stay fully viewable and read-only, and they don't count toward the limit. Unarchive any time a slot is free.

Because the interview is where the cost and the value both live. A flat fee either overcharges light users or starves heavy ones. Paying per interview means a quick three-persona gut-check costs $21 on Standard, and a deep 24-persona study costs $168. You scale spend with the research you actually run, not a tier you have to guess at up front.

Yes. Every new workspace starts with a trial project so you can build an audience, generate personas, and see a real report before choosing a plan. When you hit the trial's limits, you pick Free or Standard right in the product. Access is still rolling out through the waitlist, so join it and we'll be in touch as spots open.

Yes, any time. Upgrading from Free to Standard happens through checkout and applies immediately. Moving from Standard to Free means cancelling the subscription: you keep full Standard access until the period you've paid for ends, then your workspace continues on the Free plan with your projects intact. Nothing is deleted when you switch.