Conversational Research

Quantitative studies provide data but tend to sacrifice a deeper understanding of consumers. Qualitative studies get the insights but the scale is limited. Conversational research presents a compromise between the two.

In this guide, we give an overview of the tech behind conversational research, explain how automated conversational surveys work, delve into the areas of application, discuss data quality issues and much more.

What is Conversational Research?

Conversational Research is a new research method where an automated moderator engages participants in natural conversations. It gathers in-depth insights on needs, preferences, and behaviors, offering a more personal and flexible alternative to surveys or focus groups.

Does Conversational Research Replace Other Research Methods?

Conversational research isn’t here to replace traditional methods. I’s a powerful new addition to the modern researcher’s toolkit. It blends the strengths of both worlds: the rich, contextual insights of qualitative research and the scalability found in quantitative studies.

This unique combination offers a new standard of data quality, enabling you to gather actionable insights that support confident business decisions, all while keeping research costs and timelines in check.

Conversational research can stand on its own or complement traditional research approaches.

Why is It Important for Modern Researchers to Pay Attention to Conversational Research?

AI is a new reality that can’t be ignored. It is everywhere, and marketing research is no exception. We are all called to master it, otherwise losing to competitors becomes a very real possibility.

Conversational Research boosts efficiency increasing profit margins, and unlocks new opportunities:

— You can do more projects with the same resources

— You can do projects that were previously impossible

— You can charm clients with your sophistication and offer new, more creative approaches to solving standard problems

Will AI Replace Human Researchers?

Absolutely not. AI is an assistant, and together with a researcher — a dream team!

AI takes on the routine, boring, long hours or even days of moderation and analysis, freeing up time and mind for creativity and strategy.

Benefits of Conversational Research with Yasna.ai

Yasna.ai is a platform for conversational research through automated interviewing. Our AI moderator engages in one-on-one chats with human participants, who can respond through both text and audio messages, and then transforms the transcripts into meaningful summaries and reports.

Our AI moderator does not simply ask questions and record answers, as is the case with a quantitative questionnaire, but adapts behavior depending on the respondent’s answers, actively manages the conversation in order to obtain the necessary information with the required level of detail.

Yasna replicates the work of a human moderator, maintaining a human touch (take a look at the examples of chats with respondents to see Yasna’s quality of moderation), but also reduces costs and boosts efficiency. This greatly expands the range of Conversational Research applications.

Conversational Research is a Perfect Match to Multi-Country Studies

With Yasna, you can conduct asynchronous interviews in any language without the hassle and expense of traveling abroad or hiring a local research firm. Yasna eliminates the need for translation and is equipped to handle diverse cultures and target audiences. Take a look at the research Yasna carried out in 13 countries in Europe about eco-friendly bottle caps.

Shorter Interview Length → Better Results

Conversational Research is ideal for short interviews (15-20 minutes). Although this limits the number of topics you can cover in one study, such heightened focus ultimately boosts the quality of the results.

Ignite Ideation with Conversational Research

Yasna enables research within fast-paced, often under-researched settings like workshops and strategic sessions, delivering insights when you need to fuel creativity. It connects you with real consumer needs, making it easy to incorporate research into your innovation processes.