Setting campaign intent and analytics angle

Why intent matters

Every campaign has an intent field, and it is easy to skip past it when you are focused on writing questions and picking models. The intent field is not just a label for your own reference. It tells the report-writing AI what angle to take when it looks at the data behind your campaign, so it shapes the tone and focus of the report you get back.

The available intents

• Representing your brand — the report leans towards how your brand is doing and what would help it improve.
• Tracking competitors — the focus shifts to how rivals are performing and where the gaps are.
• Building a client report — frames the language for an external audience rather than an internal one.
• Neutral research — asks the report-writing AI to stay balanced and descriptive rather than taking a side.
• Custom instruction — lets you write your own framing in plain language if none of the presets fit.

The same data, two different reports

The difference shows up even on identical underlying data. Two campaigns built from the exact same wave of AI responses, one set to Representing your brand and the other to Tracking competitors, produce two different reports: the first leads with what your brand should improve, the second leads with where rivals are pulling ahead. Neither report is wrong, they are just written for different questions, which is why an unset intent tends to produce a report that answers neither question particularly well.

Leaving the intent field blank does not make the report more objective. It just means the report-writing AI has no framing guidance to work from, and the results can read as generic or unfocused compared with a campaign where the intent was set deliberately. It is worth taking the extra few seconds to choose the intent that matches what you actually plan to do with the report. Setting intent shapes the framing, though — it does not fix a biased question on its own; see avoiding context leak for how a question's phrasing can already tilt the underlying data before intent is ever applied to it.

Market-level goals

The market-level goal field works the same way, one level up. Where campaign intent frames a single campaign, the market goal frames every campaign inside that market, so setting it once saves you from having to repeat the same framing decision on each new campaign you create there. If that goal depends on comparing specific kinds of people, for example benchmarking against a competitor's core customer base, that is usually the moment to also think about segments: intent tells the report how to talk about the data, and segments decide whose simulated responses make up that data in the first place.