Conversational Research (CR) 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.

Yasna 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.

Yasna 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.

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Yasna replicates the work of a human moderator, maintaining a human touch, but also reduces costs and boosts efficiency. This greatly expands the range of CR applications.

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Does CR replace other research methods?

CR is not a replacement for any existing method. It is an entirely new addition to the researcher’s toolkit. CR combines the best of two worlds: qualitative depth and quantitative scale. This union brings with it a new level of quality: you can obtain high-quality data useful for supporting business decisions, while cutting research costs.

The method can be used independently or in combination with classical research methods.

Why is this important?

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.

CR 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.