Now available on-demand. Originally recorded March 5th, 2025
In the ever-evolving world of market research, the pursuit of rich, nuanced insights has led to a growing interest in AI-powered conversational research. This innovative approach offers the potential to combine the depth and nuance of qualitative research with the efficiency and scalability of quantitative methods.

But how do AI-driven conversations stack up against traditional human-moderated interviews?

This session will present findings from a comparative study that explores the effectiveness of AI-moderated conversations in capturing consumer insights, compared to human-led interviews. 

Key areas of focus will include:

• Thematic alignment: Do AI and human moderators uncover similar themes and insights from participants?
• Depth of responses: How do conversational styles, interview length, and other factors impact the depth and richness of responses?
• Respondent experience: How do participants perceive AI interviewers versus human moderators? What are their preferences and concerns?
  

By examining these key aspects, the session will provide valuable insights into the strengths and weaknesses of AI-powered conversations. We'll explore how AI can be used to complement and enhance traditional research methodologies, and discuss best practices for designing and conducting effective AI-moderated conversations.

Join us as we dig  into the exciting possibilities of AI-driven conversations and discover how this technology can help you unlock deeper insights, scale your qualitative research, and make more informed decisions.