Core Concepts
Understand how HypLab is organized -- organizations, workspaces, people, personas, and templates.
Core Concepts
Before diving in, it helps to understand how HypLab is organized. There are five key concepts: organizations, workspaces, people, personas, and templates.
Organizations
An organization is the top-level account in HypLab. It represents your company, agency, or team.
- Every HypLab user belongs to at least one organization.
- An organization can contain multiple workspaces.
- Organization-level settings include member management and billing.
Organization roles:
| Role | Can do |
|---|---|
| Owner | Everything -- manage members, billing, and all workspaces |
| Admin | Manage members and workspaces (not billing) |
| Member | Access workspaces they are assigned to |
You can belong to more than one organization. For example, you might be an Owner of your own agency and a Viewer in a client's organization.
Workspaces
A workspace is an isolated environment inside an organization. Think of it as a separate project or client folder.
Each workspace has its own:
- People
- Personas
- Templates
- Custom fields
- Onboarding data and settings
Nothing is shared between workspaces. A person record in "Nike Campaign" cannot be seen from "Adidas Campaign." This is called data isolation.
Workspace roles:
| Role | Can do |
|---|---|
| Admin | Full workspace control -- manage members, settings, all content |
| Editor | Create, edit, and delete people, personas, and templates |
| Viewer | View everything, but cannot create or edit |
Example setup:
SocialBoost Agency (Organization)
|-- Nike Campaign (Workspace)
|-- Adidas Campaign (Workspace)
|-- Internal Research (Workspace)Each workspace goes through its own onboarding and gets its own AI-generated templates.
People
People are individual person records. Each person has up to 113+ fields organized into 15 groups:
| Group | Examples |
|---|---|
| Identity | Person ID, source tracking, identity confidence |
| Name and Contact | First name, last name, email, phone, address |
| Demographics | Age, gender, company, role, department |
| Consent | GDPR status, CCPA status, opt-outs |
| Communication | Preferred channels, interests, quiet hours |
| Lifecycle | Customer journey stage, RFM scores |
| Transactions | Order count, lifetime revenue, subscription status |
| Behavioral | Event tracking, feature usage |
| Segmentation | Persona associations, segment labels |
| Enrichment | Enrichment metadata, providers |
| Identity Graph | Related profiles, household ID |
| Twins | Digital twin info, sync status |
| Experimentation | A/B test participation |
| Risk | Security flags, KYC status |
| Technical | Device, browser, attribution data |
People can come from three sources:
- Synthetic -- generated by AI from templates
- Manual -- created by hand through forms
- Twin -- synced from external systems
Personas
A persona represents a group of similar people -- a segment or cohort, not an individual. Personas describe the shared characteristics of a target audience.
HypLab supports two persona types:
B2B personas (57 fields across 8 groups):
- Buyer Profile, Buying Trigger, Desired Outcomes, Obstacles, Evaluation Criteria, Buyer's Journey, Strategic Themes, Validation Metadata
B2C personas (50 fields across 7 groups):
- Same as B2B but without Strategic Themes, with a focus on consumer behavior
Personas are linked to people. When you generate people from a template, HypLab automatically creates (or updates) a matching persona and links the generated people to it.
Templates
Templates are blueprints that tell HypLab which fields to fill in when generating people and personas. A template specifies:
- People fields -- which of the 113+ person fields to populate
- Persona fields -- which persona fields to populate
- Category -- B2B or B2C
Templates come in two types:
- Dynamic -- auto-generated by AI during workspace onboarding (5 templates created for each workspace)
- Manual -- created by you, with full control over field selection
How they all fit together
Organization
└── Workspace
├── Onboarding data (your business context)
├── Templates (AI-generated + custom)
│ └── Generate → People + Persona
├── People (individual records)
└── Personas (linked groups of people)- You create an organization and a workspace.
- You complete onboarding -- answering questions about your business.
- AI generates templates based on your answers.
- You generate people from those templates.
- Personas are created automatically and linked to the generated people.
- You explore, refine, and use the data.
Next: First Steps -- walk through the process hands-on.