Measure What People Think, Not What They Say

pairLab quickly finds ideas that work, big effort not required.

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Problems ...

"Everything" isn't a priority.

We’ve all been in that room with those stakeholders. You have a vision. The problem is, each has their own view of what’s important. Sound familiar? It happens to all of us:

Product Management

"I need to know what my customers want." Whether you’re a lean-and-mean startup building that killer app, a dev team looking to define MVP or a seasoned product manager trying to build your roadmap, the stakes are too high for guessing.


"I need to know what my customers want from my brand." Marketers need to find the right message and gauge their reputation. But what if different customer groups perceive your brand differently? Trial and error is an expensive process.

Event Planning

"I need to find the right topics for my event." Organizing a conference or summit is a lot of work. You have to line up the right speakers to fill seats with attendees. But how do you find out what your attendees want to learn, or how does your committee accurately rank session proposals? Simple voting isn’t good enough.

Idea Discovery

"I need to know what I don’t know." Open-ended surveys uncover lots of ideas. Too bad they're a nightmare to analyze. Closed-ended surveys are easy to analyze but leave out up to 60% of possible ideas. If only there was an analytics tool that did the best of both.

Opportunity Mining

"I need to find hidden opportunities." Stakeholders want one thing, but do they align with customers? Finding the areas of misalignment can unearth new opportunities (and help avoid costly mistakes).

Cost and Speed

"I don’t have a lot of time and money to spend." Customer studies take a long time and cost thousands of dollars. Or do they?

... Have Solutions

Run an ex•pair•i•ment.

With a pairLab expairiment, you have the power to bring stakeholders to your side. pairLab finds what your customers want and by how much, helps you hone your messaging, uncovers new ideas and opportunities, prioritizes needs, and does it quickly and cost effectively. A pairLab expairiment:


Breaks down complex choice

into simple pairs that are easy for people to judge

Crowdsources new ideas

that are fed back into the expairiment

Prioritizes ideas by magnitude

of their importance to participants

Compares priorities

of different segments and demographic groups

Is quick to set up

and quick to complete

Changes the discussion

about what's important and what's not


Here's what an expairiment looks like.

Click on a screenshot to see pairLab in action.

1. Set up an expairament

Each expairiment begins with a poll that defines the question, messaging and demographic segments.

2. Add the ideas to poll

Seed your expairiment with ideas to test.

3. Run the Expairiment

Are helped along by the friendly lab manager.

4. Choose the Better Idea, or Add Your Own

Participants choose the idea they prefer from a pair of ideas presented to them, or suggest one of their own.

5. Scrub your data for quality

Review each participant against QA checks.

6. Review Performance

Look at the high-level stats for your expairiment to see how it's performing.

7. Analyze the Results

See the results of your expairiment on ranking reports that slice your data with incredibly insightful visual reports you can download.

Case Study

How pairLab helped Princeton University create its intranet.

Christian Knoebel works at Princeton. He created pairLab as a tool to help him develop digital products and services for work. Here's how he used it to create an intranet for his university colleagues.

Read the case study.

Free trial

Try pairLab for free.

Get two pairLab expairiments on us. Use them to find MVP or a product name or anything where you have lots of choices and no clear way forward. You will be amazed at the results.