Chat GPT has generated a huge amount of buzz recently. But what is ChatGPT and what does it mean for the future of market research?
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What if there was quantitative research that improved the respondent experience and delivered high-quality data? What if it could uncover not only the "what", but also the "why"? The good news is that there is – and it’s called conversational surveys, or conversational AI.
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In this final blog of our series, I’m handing over to my colleague and CTO, Josh Seltzer, who will discuss what the future might hold for conversational AI and its application to market research.
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This week I turn attention to how Conversational AI can build participant engagement through improved versions of typical online quantitative survey questions.
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This week, I’ve partnered with our CTO and AI expert, Josh Seltzer, to explain the second way in which AI works in Conversational AI - that is to cluster and theme verbatim feedback.
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In my last blog I mentioned that one of the ways a good Conversational AI approach generates depth of insight is through the use of appropriate probing. Good probing leads to more detailed verbatim response from participants, resulting in better insight.
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In this second mini blog about Conversational AI I’m focusing on the advantages of qualitative data at quantitative scale and provide some guidelines for how to create an effective conversation that leads to better insight.
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Fundamentally there are two reasons why I think Conversational AI leads to better insight:
1. Better data quality
2. Qualitative insight at Quantitative scale
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