Analytics Workbench & Ask MercuryAI
Ask a Question.
Get a Report.
The Mercury Analytics Workbench brings every data source — surveys, IDIs, focus groups, dial tests, media, message and image tests — into one unified AI powered environment. Instantly review crosstabs, open-end reports, or AskMercuryAI to generate the precise report you want. And our Research Assistant delivers evidence-backed insights in seconds. Amazing.
Research Produces Data.
The Workbench Produces Decisions.
The gap between completing fieldwork and making a confident decision has always been the bottleneck. The Workbench closes it entirely.
Ask MercuryAI is the most powerful feature, but the Workbench is a complete intelligence environment for your entire research team.
Select Audience Definitions
Below you can define any number of audience segments that each represent a unique group of respondents, in order to see their aggregated responses to survey questions and moment to moment reactions to a tested video. For detailed help, click the Help tab above.
| Audience Name | Color | Description | Base |
|---|---|---|---|
| ALL | All | 314 | |
| Baby Boomers | '040: QC_GENERATION_2' = 'Baby Boomers (Born 1946-1964)' | 97 | |
| Gen X | '040: QC_GENERATION_2' = 'Generation X (Born 1965-1980)' | 45 | |
| Millennials | '040: QC_GENERATION_2' = 'Generation Y (Millennials) (Born 1981-1996)' | 109 | |
| Gen Z | '040: QC_GENERATION_2' = 'Generation Z (Born 1997-2012)' | 55 |
| A | B | C | D | E | |
| ALL | Baby Boomers | Gen X | Millennials | Gen Z | |
| Base (314) | Base (97) | Base (45) | Base (109) | Base (55) | |
| Percent | Percent | Percent | Percent | Percent | |
| 010: QC_REGION | |||||
| Northeast (CT, ME, MA, NH, NJ, NY, PA, RI, VT) | 19% | 23% | 18% | 16% | 22% |
| Midwest (IL, IN, IA, KS, MI, MN, MO, NE, ND, OH, SD, WI) | 21% | 20% | 31% | 21% | 15% |
| E | |||||
| South (DE, DC, FL, GA, MD, NC, SC, VA, WV, AL, KY, MS, TN, AR, LA, OK, TX) | 41% | 39% | 38% | 41% | 44% |
| West (AZ, CO, ID, NM, MT, UT, NV, WY, AK, CA, HI, OR, WA) | 19% | 19% | 13% | 22% | 20% |
| Other U.S. Territory | 0% | 0% | 0% | 0% | 0% |
| 015: GENDER_What is your gender | |||||
| Male | 71% | 67% | 64% | ||
| D | D | d | |||
| Female | 29% | 33% | 36% | ||
| D | D | d | |||
| I identify differently | 0% | 0% | 0% | 0% | 0% |
| 020: QC_GENDER | |||||
| Male | 71% | 67% | 64% | ||
| Female | 29% | 33% | 36% | ||
| D | D | d | |||
| 030: QC_AGE | |||||
| 18-24 | 7% | 0% | 0% | 0% | 0% |
| 25-29 | 11% | 0% | 0% | 0% | 0% |
| 30-34 | 11% | 0% | 0% | 0% | 0% |
| 35-39 | 8% | 0% | 0% | 38% | 0% |
| A | |||||
| 40-44 | 14% | 0% | 0% | 0% | 0% |
| 45-49 | 5% | 0% | 38% | 0% | 0% |
| A | |||||
| 50-54 | 4% | 0% | 31% | 0% | 0% |
| Color | Audience Name | Show Line All|None |
Base Size | Overall Avg | Current Rating | Standard Deviation | Final Rating | Avg to Moment | Avg From Moment | MOE 95% | MOE 90% | Histogram |
|---|---|---|---|---|---|---|---|---|---|---|---|---|
| ALL | 312 | 76.0 | 50.0 | 0.0 | 81.6 | 50.0 | 76.0 | 5% | 6% | |||
| Baby Boomers | 97 | 77.3 | 50.0 | 0.0 | 81.7 | 50.0 | 77.3 | 8% | 10% | |||
| Gen X | 44 | 76.8 | 50.0 | 0.0 | 83.4 | 50.0 | 76.8 | 12% | 15% | |||
| Millennials | 108 | 75.6 | 50.0 | 0.0 | 82.4 | 50.0 | 75.6 | 8% | 9% | |||
| Gen Z | 55 | 74.2 | 50.0 | 0.0 | 78.5 | 50.0 | 74.2 | 11% | 13% |
- I just simply couldn't tell what the commercial was for."
- What does that have to do with beer?"
- I did not understand the connection between the eagle and horse."
- it was about Budweiser, and didn't show what was about until the end"
- It's a ridiculous premise."
- It was far fetched and unbelievable."
- The ad seemed a bit unbelievable."
- There is no way a horse can take care of a baby bird in all that rain"
- I expect better from Bud. The horse is beautiful. The bird doesn't fit. And who picked an old ass don't they I was such of as teenager when disc jockeys used it for a bathroom break? Great past commercials, but this is a miss. Stick with the horses and puppies."
| 95 🔒 | 2/7/2026, 4:49:12 PM | All | 560: TURBOTAX_WHYG_What is it about the commercial that makes it "[one ... | Main Themes and Best Quotes |
| 94 🔒 | 2/7/2026, 4:48:54 PM | All | 555: PRINGLES_WHYG_What is it about the commercial that makes it "[one o... | Main Themes and Best Quotes |
| 93 🔒 | 2/7/2026, 4:48:38 PM | All | 550: XFINITY_WHYG_What is it about the commercial that makes it "[one of t... | Main Themes and Best Quotes |
| 92 🔒 | 2/7/2026, 4:48:29 PM | All | 545: Grubhub_WHYG_What is it about the commercial that makes it "[one of t... | Main Themes and Best Quotes |
| 91 🔒 | 2/7/2026, 4:48:20 PM | All | 540: Instacart_WHYG_What is it about the commercial that makes it "[one of t... | Main Themes and Best Quotes |
| 90 🔒 | 2/7/2026, 4:48:10 PM | All | 535: Michelob_WHYG_What is it about the commercial that makes it "{#loop_... | Main Themes and Best Quotes |
Compare Any Audiences,
Instantly
Define any audience segments and compare findings quantitatively, qualitatively, or analyze responses using MercuryAI in moments. Update your cross-tab segments in seconds and instantly review or download results. No waiting for the analyst to rerun the data. The Workbench updates every chart, theme, and verbatim the moment you change the filter.
-
Filter by any survey variable — demos, psychographics, behavior
-
Side-by-side segment comparison for any finding
-
AI-generated narrative describing what drives segment differences
-
Export any segment view as a report-ready chart or table
.
Ask MercuryAI
Conversational Analysis.
Structured Results.
Talk with our AI Research Assistant. Ask anything about your project in plain language and get immediate answers — or generate fully focused reports — all in seconds.
Quantitatively, 32.2% of post-interview responses described feeling emotionally moved, inspired, touched, or connected. The ad achieved a top-2-box rating from 85.7% of respondents — broad and strong emotional resonance.
The combination of heartfelt storytelling, evocative symbolism, high production values, and memorable music positioned Brand A's spot as the ad most likely to spark a meaningful emotional reaction.
Unified Sources
Every data type — quant, qual, media testing — in one analysis environment. No spreadsheet wrangling, no manual synthesis.
Cited & Structured
Every finding includes source citations — survey N, specific verbatims, dial test timestamps — so you know exactly where each insight came from.
Instant Segment Cuts
Filter any finding by any audience variable in real time. Compare segments side by side. Export report-ready visualizations in one click.
The Mercury Analytics Difference
Before: Data Lives Everywhere
Quantitative survey data in one tool. Focus group videos and data in another. Dial test videos in another system. IDI recordings scattered across email threads. A skilled analyst spends days pulling it all together — and still produces a report that's already three days old.
After: Everything in One Place
Every data source connected to the Workbench the moment it's collected. Ask MercuryAI synthesizes across all of them simultaneously — generating themed, evidence-backed insights with direct source citations, in minutes.
The Real Cost
Most research organizations spend 60–80% of their analysis budget on data wrangling and formatting — not on actual insight generation. The Workbench flips that ratio.
The Mercury Difference
Average time from final survey response to structured AI report: 3 minutes. Average time from question to cross-source synthesis: seconds.
Try It Yourself
Bring Your Own Data.
We'll Show You What It Reveals.
Try the Analytics Workbench for free. Upload an existing survey dataset or meeting video(s) — and we'll walk you through what Ask MercuryAI surfaces in real time.