What is Pick a Winner?
Pick a Winner identifies the strongest creative asset among two or more options, and explains why it wins — an A/B test when you have exactly 2 assets, or a multi-variant test when you have more.
Scenarios
Email Body Creative — tests which version of an email creative resonates most strongly and is most likely to drive clicks and conversions before sending
Email Subject Line — tests which subject line is most likely to get the email opened before the campaign sends
Instagram Social Media — tests which Instagram post is most likely to drive meaningful engagement before publishing
Facebook Social Media — tests which Facebook post is most likely to drive meaningful engagement before publishing
TikTok Social Media — tests which TikTok post is most likely to drive meaningful engagement before publishing
Landing Page — tests which landing page is most likely to hold attention and motivate the next step before going live
Weekly Ad — tests which weekly ad is most likely to drive traffic and purchases before it goes live
Assets
Upload 2 or more assets to compare, and select a target audience community — only communities with at least 150 members can be selected. Asset type, file size, resolution, and duration limits follow the same rules as the underlying research methods used — see Asset Types & Formats Supported in Workflow (Survey limits) and Asset Types & Formats Supported in Creative Ranking.
How Your Assets Are Processed
What happens after you submit your assets depends on how many you submitted:
Up to 5 assets: all of them are scored by Survey.
More than 5 assets: Creative Ranking runs first, narrowing your full set down to the top 2 performers. Only those 2 are scored by Survey — the rest are screened out.
Either way, Attention Heatmap may run next on the assets that reach Survey scoring, if your study calls for it (see Tracking Your Study's Progress).
Your report always shows only the top 2 assets in the Scoreboard, regardless of how many you submitted. Even when Survey scored all of your assets, the report surfaces just the top 2 by score in the visible ranking — this is a display choice for readability, not a sign that only 2 were actually evaluated. All submitted assets can be viewed in the report via the View all assets tested icon at the top left of the left panel. The downloaded PDF lists all assets in the Appendix.
Your Report
In addition to the shared report sections covered in Interpreting the Workflow Report, Pick a Winner reports include:
Winner & ranking — states the winning asset and the margin of the win (e.g. "a slim win"), plus which criteria each asset led on
Scoreboard — always shows the top 2 assets by composite score; if you submitted more than 2, the rest are screened out of this detailed view
On ties: if two assets' displayed totals are tied, the report still names a pick and explains which criteria it led on, even though the overall score matched.
Note: At 5 assets or fewer, Creative Ranking is skipped and Survey still scores all of them — the report simply surfaces the top 2 in the visible ranking. If you submitted more than 5, everything outside the top 2 was screened out by Creative Ranking before detailed scoring began.