Market research institutes regularly collect open-ended responses, but getting in-depth responses and manually analyzing such extensive open-ended data presents major challenges for researchers. Let’s explore how the adoption of LLMs and vocal transcripts helps to increase insight quality.
Best practices for open-ended quality at the Era of AI
By regularly offering voice transcription in our market research surveys, we have gained the following key insights that enable us to best adopt this technology.
#1 Audio that accompanies the text
Letting respondents both read and listen to the question helps them stay more focused. This dual approach enhances their attentiveness, making it a key factor in maximizing the quality of insights from your survey. Modern text-to-speech technology is highly efficient and sounds natural, ensuring a smooth experience.
Respondent said: “It’s really nice to answer the questions orally and hear them locally. It’s fun and interesting.”
#2 Voice as an option for market research surveys
Giving respondents the option to respond with or without voice decreases the potential fatigue.
Respondent said: “A pity to do it with a microphone; sometimes writing is more clear.”
#3 Voice requires clarity of mind
Using voice enables users to express their thoughts more openly and clearly, fostering more authentic and effective communication.
Respondent said: “An excellent experience with the microphone. I’ve noticed, and can say easily, that writing down responses to questions is automatic, while answering with the microphone requires a bit more dexterity.”
#4 No redundancy
Time is valuable – don’t waste your respondents’ time. An advanced AI model is needed to avoid looping the same conversation topics.
Respondent said: “The questions go in circles. The direction of the questionnaire ended up being more double what was originally stated.”
An effective AI modelization use could create important value for Market Researchers
The market research institute YouGov Switzerland partnered with Pulse Partners to test our new tool. The goal was to enhance the ability to collect and automatically classify qualitative insights at scale. With a survey involving approximately 3,600 respondents across Switzerland (both French- and German-speaking regions), we aimed to gain a deeper understanding of regional product perceptions.
Here are the key technological features we leveraged from our test of Smartinterview with YouGov :
1 – AI-Driven probing:
The survey adapted in real time, asking targeted follow-up questions to encourage respondents to expand on their answers, resulting in richer and more detailed insights. The context is driven automatically be the Market Researcher.
2 – Voice reads question:
The questions of the survey are read in the respondent’s language.
3 – Multi-lingual voice transcript:
The survey is conducted in French and Swiss German, ensuring cultural and linguistic relevance for Swiss respondents.
4 – Sentiment and topic analysis:
Key topics from responses are automatically classified with AI.
Effective AI implementation can drive significant value creation for Market Researchers
Here is a sample of what we get from the data collection with and without Smartinterview:
By adoptingSmartinterview, we have improved the depth and accuracy of the insights on regional product feedback and could propose this technology to end-client with more comprehensive insights.
Qualitative long-tail feedbacks
If we take the median, Smartinterview captures approximately 4 times more words per response. A likely explanation is that when respondents use voice, they naturally articulate their thoughts more freely and in greater detail.
Access to long-tail feedbacks: We have been able to capture detailed, highly specific feedback from a subset of respondents who would otherwise provide limited input (highlighted in yellow in the above graphic).
With Smartinterview, we can seamlessly integrate qualitative interviews within a quantitative survey, capturing in-depth insights in a single run. This approach eliminates the need for separate qualitative and quantitative studies, significantly reducing costs while maintaining the richness of open-ended responses typically found in real-life qualitative interviews.
The comparison graphics below illustrate the number of topics generated from a traditional open-ended question versus a Smartinterview open-ended question for each respondent, highlighting the depth and richness of insights captured.
Here is what has been found:
2.2 times more topics captured per response – Compared to traditional open-ended questions, respondents provided significantly richer and more detailed answers, enabling a more comprehensive and nuanced analysis.
A seamless integration for Market Researchers and Companies
The collaboration between YouGov and Pulse Partners showcases the transformative power of AI and voice in market research surveys, enhancing insight quality without increasing costs. Market research companies can increase the depth and accuracy of their insights on regional product feedback and could propose this technology to its end-client.
“Smartinterview is an exciting tool with interesting possibilities. We were able to integrate it seamlessly into our survey, making it available for clients who may wish to use it with us in the future. In particular, we see potential for gaining more cost-effective insights: with Smartinterview, it may be possible to derive the same insights from open-ended questions with fewer survey respondents.”
— Dr. Manuel Cariappa-Schwaninger, Research Consultant, YouGov
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Swiss Insights News #25-1
Contact Panel Partner
Dr. Manuel Cariappa-Schwaninger, Research
Consultant, Marketing Research YouGov Switzerland
manuel.schwaninger@yougov.ch
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