AYTM (Ask to Target Market) has announced the launch of Conversation AI, a major enhancement to AI's Insights Technology Platform and Skipper Suite's AI-enabled research tools. Conversation AI allows researchers to simultaneously conduct dynamic, AI-driven interviews across a sample of respondents, capturing rich conversational qualitative data that can be systematically analyzed and quantified, beyond static questions.
“To capture the real human perspective, it often takes real conversations, not just simple Q&A,” he said. Lev MazinCEO of AYTM. “Conversation AI is designed to promote its natural before and after dialogue, examining the depth of the 'why' behind the response. Researchers have allowed qualitative depths to be revealed on quantitative scales in all the same projects. ”
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Key features AI unlocked by conversation:
- Dynamic AI Interviews: Respondents engage in responsive, human-like dialogue exploring deeper and deeper topics.
- Richer contextual data: Capturing the nuances, emotions and inferences behind consumer choices through true conversation.
- Simultaneous Qualitative Exploration: Conduct deeper interviews across respondent groups simultaneously to expand qualitative depth beyond traditional methods.
- AI-powered theme coding and quantification: Automatically identify, code and quantify key themes born from conversation, enabling charting and analysis at scale.
“It's not just about having deeper conversations on a large scale, but also about understanding rich, unstructured data with the most efficient,” Mazin added. “Conversation AI promotes dialogue and with the help of skippers, constructs those qualitative findings into quantifiable themes.”
Conversation AI leverages advanced natural language processing to enable researchers to design dialogues in which AI assistants interact dynamically with respondents, ask follow-up questions, and investigate answers more thoroughly. This process provides richer, more authentic qualitative data. Skipper, an AI research fellow at AYTM, will then help process these conversations, identifying, coding and quantifying new themes. This critical step allows researchers to visualize qualitative patterns, track emotions, seamlessly integrate these deeper insights into the overall analysis, and deliver QUAL Insights promises with Qual Scale.
