Mira
Entropik · Productivity · Business
Mira is an AI moderator inside Decode by Entropik that runs adaptive, stimulus-aware qualitative interviews on its own. It reads facial expressions and voice tone as the session unfolds, changes its questions based on what it detects, and hands back summaries and highlight clips the moment someone finishes talking. For teams that need many interviews and can't wait weeks for a synthesis report, that turnaround is the whole point. You won't find a human moderator in the room. Mira handles the probing herself.
About Mira
What Is Mira
Mira is the AI moderated interview tool built by Entropik, the company behind the Decode consumer insights platform. Instead of a human moderator following a rigid script, Mira runs the session by asking questions, listening for emotional peaks and drops, and digging deeper whenever something interesting shows up in the room. The pitch is simple. Traditional research misses tone and expression because reviewers watch hours of footage long after the moment has passed. Mira watches inside the session, flagging hesitation, excitement, and confusion at the exact second each one appears.
It's aimed at research teams, product marketers, and agencies that test campaigns, prototypes, and pricing with real people. You plan a study, pick your stimuli, and let Mira interview participants in their own language, which keeps a single study usable across markets. Entropik says the platform covers 70+ languages and has been used by over 150 brands. That reach is the selling point for anyone running a global qualitative research platform.
The limits matter too. Mira lives inside the Decode platform. You can't buy it as a standalone app. The useful emotion analysis sits behind paid tiers. The free tier only turns emotion AI on for selected responses, and enterprise pricing isn't published, so bigger teams have to talk to sales before they know what they'll pay.
Getting Started
- Sign up at getdecode.io with a work email. No credit card is needed for the free plan.
- Create a study and add the stimuli you want feedback on, such as a campaign clip, a prototype, or a product concept.
- Let Mira draft the interview guide, or set the questions and the depth per goal yourself.
- Share the session link with participants and let Mira conduct the AI moderated interviews.
- Open the summaries, highlight clips, and emotion scores as sessions finish, then export what your team needs.
Product Information
A quick look at Mira's pricing, supported platforms, and performance.
Best for
The users, tasks, and scenarios where this tool fits best.
Users
- Research and insights teams
- Product and brand marketers
- Agencies running studies for clients
Tasks
- Campaign testing
- Concept and prototype feedback
- Pricing research
- Cross-market studies
Scenarios
- A tight product launch timeline where a three-week synthesis window is too slow.
- A study designed around specific assets, where each question needs to sit next to the right stimulus.
- Global teams that need consistent moderation quality instead of whatever moderator is available.
Key features
Emotion Detection During Interviews
Mira reads facial expressions and voice tone while the interview runs, rather than sending footage off for review later. It flags emotional peaks, drops, and moments where a participant's words and their expression don't match. That mismatch is often the most useful thing in the session.
Adaptive Probing
Questions change based on what Mira hears and detects. If someone sounds hesitant about a feature, the follow-up digs into why instead of moving on to the next scripted item. It's closer to a moderator thinking on their feet than a form with fixed fields.
Stimuli-Aware Question Planning
You organize questions around each stimulus, so a reaction to a specific clip or prototype stays attached to that asset. Mira builds the interview guide from your goals and keeps emotional, functional, and perception questions covered, which means fewer sessions where someone reacts to a mockup without ever explaining why they reacted that way.
Instant Synthesis
Summaries, theme analysis, and highlight clips are ready when a session ends. Entropik puts the structured insight turnaround at 48 hours, which cuts out the week of manual video review that normally sits between finishing interviews and telling the team what they mean. Traditional qualitative work runs on a multi-week cycle.
Multi-Language Coverage
The platform supports 70+ languages, which matters if you're running the same study across markets. Participants answer in their own language and the analysis comes back in a form your team can compare.
Integration and API Access
Enterprise plans include integrations and API access, so interview data can flow into the tools your team already uses. Smaller plans don't get the same hooks. Check that first if you plan to pipe results into a data stack. This is a solid AI research tool for teams that live in research. Not every team does.
Pros and cons
Pros
- Emotion detection runs inside the session, so tone and expression aren't lost to post-hoc video review.
- Adaptive questioning follows up where it matters instead of sticking to a rigid script, which surfaces the reasons behind a reaction rather than just the reaction itself.
- Summaries and highlight clips cut the slowest part of qualitative research, the manual synthesis.
- Free tier is usable for small studies, with 100 responses a month and up to three studies.
- Coverage of 70+ languages suits teams testing across markets, since participants can answer in the language they're most comfortable speaking.
Cons
- Full emotion analysis only turns on for selected responses on the free plan, so serious work needs a paid tier.
- It's tied to the Decode platform and isn't sold as a standalone AI moderator.
- Enterprise pricing isn't public, which makes budgeting hard until you contact sales.
- The free plan allows just one researcher seat, so collaboration needs an upgrade.
Frequently asked questions
Mira runs AI moderated qualitative interviews for research teams. It asks adaptive, stimulus-aware questions and captures emotional signals so you understand how participants felt, not just what they said.
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