Mass Spec Mindset - AI Quiz.

Project Overview.

Working with SCIEX and the wider Boulder Group we were bought on board to design, visualise and build an immersive experience that would inspire, encourage exploration and challenge the perception of thousands of scientists at the annual ASMS conference. 

With the exciting concept of ‘Mass Spec Mindsets’ developed by Boulder, Pebble Studios built a world first personality quiz that utilised Artificial Intelligence to assign users to a persona of scientist and create a unique AI generated, sharable image that represented their mindset, personality and process in Mass Spectrometry.   

Logic Planning.

Our first challenge was to understand the different ways in which scientists run their workflows. Working with SCIEX and trusted partners we broke down a typical Mass Spec workflow into 5 phases in which we would base our questions, before looking into how personal preference, process and personal nuances can influence how each of these tasks are completed This structure provided around 1000 unique answer combinations to assign a user to one of the seven created personas. 

AI Design Integration.

Working with the MidJourney platform we developed a prompting structure that would allow us to serve each user with a real-time character design that represented the persona of which they had been allocated.  

Once their answers had been collated in app and a persona assigned, within a matter of seconds our platform would serve the AI with pre-determined prompts based on the users answer combination – firing up the AI design bots on MidJourney to produce an utterly unique rendered image within the theme of their given persona.   


Participants would head to mounted iPads that displayed our native app. Each user would simply enter their contact details and complete the 5 questions that made up the quiz. Once completed our AI bots would create their unique persona image, before our platform instantly overlayed their Name and Institution, plus a pre-designed logo of their persona to the AI image. 

This image, along with additional copy explaining the traits of their persona was displayed on screen and sent to the email address provided to encourage social sharing. For those participating at the event their unique image was then printed and given to each user on a lanyard so that they could easily spot and converse with scientists who shared their approach to science. 

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