Musgrave UX walkthrough summary

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---
title: "Musgrave ShopTalk — UX Walkthrough Session"
date: 2026-04-07
customer: Musgrave (ShopTalk)
attendees:
  - Desmond Leo (EmpathyIQ, PM)
  - Cliona Kennedy (Musgrave)
  - Shannen Kearney (Musgrave)
type: customer-session
purpose: UX walkthrough of upcoming release changes
source: Empathy Shoptalk 07-04-2026.docx
---

# Meeting Summary — Musgrave ShopTalk UX Walkthrough
**7 April 2026 | 09:03am**
**Prepared for:** Gary Walsh

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## Purpose of the call

Walked Cliona Kennedy and Shannen Kearney through two upcoming UX changes ahead of the next release:
1. The updated survey creation and editing workflow (cleaner navigation, static sidebar)
2. The new multi-audience capability (multiple audience types per single study)

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## What was demonstrated

### 1. Updated workflow and navigation
The new study editor replaces the old back-and-forth navigation with a static left-hand sidebar covering: survey builder, audiences, quotas, settings, and launch. Cleaner, more predictable. Cliona's reaction was positive — *"the flow seems better working through when you're building one from scratch."*

### 2. Multi-audience per study
Studies can now have multiple audience types simultaneously (shareable link, uploaded email list, third-party sample provider). Each audience gets its own quota target and its own test/live link accessible directly from the overview page and the launch page. Cliona flagged that the old test link was hard to find — the new placement resolves this.

### 3. Launch page QA summary
New launch page shows a pre-flight checklist: test completes, quota consistency, and a summary of what's been configured. Desmond walked through resolving a quota mismatch warning live.

### 4. Trust Centre preview (upcoming)
Briefly showed the Real / Engaged / Unique respondent quality framework. 37+ data points. Risk scoring per respondent. Ability to flag and review/reject borderline respondents inline.

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## Client feedback and discussion

**Segmentation and respondent tagging (Cliona):**
Cliona raised a need to tag respondents with segment labels post-survey (e.g. "young free male", "empty nester") rather than cross-referencing GID numbers manually. Desmond walked her through hidden variables as the current solution and confirmed the team is building the ability to retroactively update hidden variables on closed surveys. Cliona's takeaway: *"hidden variables need to be promoted more"* — especially in upcoming team training.

**Open-ended question analysis (Shannen):**
Shannen described manually copying 300 open-end responses into Copilot to extract themes. Asked if a better in-platform option was coming. Desmond confirmed AI-powered question-level analysis is in development. Committed to exploring a quick win. Full version expected end of H1.

**AI chat question probing (Cliona):**
Cliona uses AI chat questions frequently in her quant surveys and wants more control over how the bot probes — e.g. steering it toward specific topics if a respondent gives a one-word answer. Desmond confirmed he'd investigate whether custom probing instructions can be surfaced in the question setup UI.

**Currency toggle for prize draws (Cliona):**
Cliona is running Northern Ireland surveys and needs pound sterling as a prize draw currency option. Currently only EUR is available. Gary had previously told her it was coming. Desmond said it wasn't in the current release but is a simple edit and will follow up on timing.

**Crosstab usability (Cliona):**
The current crosstab view is "chunky" with too many columns visible at once. Desmond showed column deselection as a workaround. Confirmed that row/column roll-up features are in design — will share prototypes with Cliona and Shannen for feedback before finalising.

**Incentive distribution (Shannen / Peter):**
Current process for distributing AI interview incentives (One4All vouchers) is manual and slow — recruiter manages participants, then vouchers are ordered separately after interviews complete. Shannen flagged this as a recurring pain. Desmond agreed to set up follow-up meetings to gather requirements for an in-platform solution.

**Questionnaire reviewer (Desmond introduced):**
Desmond introduced the AI questionnaire reviewer PoC (20,000+ lines of instructions, MRI standards). Both Cliona and Shannen were receptive. Agreed to be involved in testing once it's ready.

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## Decisions / commitments made

| # | Item | Owner | Status |
|---|---|---|---|
| 1 | Investigate currency toggle (GBP) for prize draws — confirm if in next release | Desmond | Open |
| 2 | Look into AI chat question probing customisation | Desmond | Open |
| 3 | Share crosstab roll-up prototypes with Cliona and Shannen for review | Desmond | Open |
| 4 | Invite Cliona and Shannen to test the questionnaire reviewer PoC | Desmond | Open |
| 5 | Set up follow-up session on incentive distribution workflow | Desmond | Open |
| 6 | Set up separate report page feedback session with Cliona | Desmond | Open |
| 7 | Schedule team training on new UX — mid/senior first, then interns | Cliona / Shannen | Open |

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## General tone and relationship

Both Cliona and Shannen were constructive and engaged. Cliona in particular gave detailed, actionable feedback across several areas. They noted the team is stretched (4 new interns to train) and reiterated that the platform needs to stay *"minimum steps, highest quality outcome."* They are receptive to the direction. Cliona said she'd be building a survey next week and invited Desmond to join live to observe.