Using Generative AI to bring Qualitative Capabilities to Quantitative Surveys
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The webinar discusses using generative AI to enhance qualitative insights in quantitative surveys, emphasizing conversational AI's ability to probe deeper into participant responses. It demonstrates how this technology leads to richer data, more engaged participants, and actionable insights through case studies involving political party evaluations in Canada. The AI's capabilities include filtering poor quality answers and tailored probing techniques, ultimately highlighting generative AI's potential to improve market research by capturing human insights more effectively.
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Using Generative AI to bring Qualitative Capabilities to Quantitative Surveys
- 1. Using Generative AI to bring Qualitative Capabilities to Quantitative Surveys NewMR Webinar June 2023 Phil Sutcliffe Nexxt Intelligence
- 2. Sponsors
- 4. AI probes for elaboration Programmed OE: Can you tell me why you wouldn’t recommend our hotel? Participant answers: The service was disappointing CONVERSATIONAL AI-FACILITATED RESEARCH CONVERSATIONS inca SmartProbe AI probing: What kind of service did you find unsatisfactory?
- 5. AI probes for specific reasons Programmed OE: What do you like about working at our company? Participant answers: The culture CONVERSATIONAL AI-FACILITATED RESEARCH CONVERSATIONS inca SmartProbe AI probing: Could you tell me more about what you like about the culture?
- 6. AI won’t take gibberish for an answer Programmed OE: Why do you say you’d be unlikely to buy this product? Participant answers: hbduibjnksalncui CONVERSATIONAL AI-FACILITATED RESEARCH CONVERSATIONS inca SmartProbe AI probing: I don’t think I understood. Do you mind rewording what you said?
- 7. 7 Proprietary & Confidential Please watch video recording of this session to see the demo of inca’s AI probing
- 8. 8 Proprietary & Confidential Compared to other surveys you have done, how would you rate this survey experience? “I feel like I am talking to a real person to express my thoughts and I am being heard” “This format was like having a conversation; it was unique and fun and engaging” CONVERSATIONAL AI PROBING CREATES A MORE ENGAGING EXPERIENCE FOR SURVEY PARTICIPANTS
- 9. 9 Proprietary & Confidential More considered responses More differentiated findings More actionable insights Without Probing With Probing 11 sig. differences across the 3 leaders 22 sig. differences across the 3 leaders 3 of the 11 sig. differences are on specific policies 11 of the 22 sig. differences are on specific policies Without Probing With Probing Ave. word count per participant: 5 words Ave. word count per participant: 14 words Don’t know / not sure: 19% Don’t know / not sure: 14% Reference of a political party/leader without any detail/sentiment: 8% Reference of a political party/leader without any detail/sentiment: 4% Without Probing With Probing 4 specific strengths that drive vote intention identified across the 3 leaders 12 specific strengths that drive vote intention identified across the 3 leaders 8 specific improvement areas that detract vote intention identified across the 3 leaders 17 specific improvement areas that detract vote intention identified across the 3 leaders We asked people what they think of the leaders of the 3 main political parties in Canada with an open-ended question. Then we used inca AI to probe the response given. We then asked voting intention. We coded the open-ended responses into themes and conducted a key driver analysis to understand which themes drive voting intention. CASE STUDY : BENEFITS OF AI PROBING
- 10. 10 Proprietary & Confidential Please watch video recording of this session to see the demo of inca’s Targeted and Trained probing
- 11. 11 Proprietary & Confidential INCA SMARTPROBE AI PROBING – ADDITIONAL FEATURES Quality Check A ‘demerit’ feature determines quality of OE response based on detection of uninformative, gibberish or irrelevant answers. Enabling live screening out of poor quality survey respondents Trained Models The researcher is able to provide examples of the types of probes they'd like to ask for certain respondent answers, to train the AI to deliver even more useful probes for a particular topic: • Specialised audiences • Personality and Localisation • Steering the probing – e.g. to present counter arguments Targeted probing The researcher is able to specify targets (words) of interest and trigger actions, e.g. Avoid, Probe on Detection, Probe on Absence
- 12. 12 Proprietary & Confidential Generative AI can help us understand humans better, by providing deep insight about them, in their own words at a huge scale. Whilst some applications of generative AI can be seen as de-humanising; for market research, generative AI creates the opposite opportunity.
- 13. 13 Proprietary & Confidential [email protected] Get deeper insight, faster with Powered by
- 14. Q & A Ray Poynter NewMR Phil Sutcliffe Nexxt Intelligence
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