Conversational Research is a research method where an automated moderator conducts conversations (dialogues) with real people (one at a time or several at once) in order to obtain the information needed within the framework of a particular study.

Human Informant {has info} → {MAGIC} → Human Recipient {wants the info}

The automoderator does not simply ask questions and record answers, as is the case with a quantitative questionnaire, but adapts its behavior depending on the respondent's answers, actively manages the conversation in order to obtain the necessary information with the required level of detail. In essence, the automoderator imitates the work of a human moderator, but at the same time reduces costs and provides efficiency while keeping the human touch.

Yasna is a platform for conversational research through automated interviewing. Our AI moderator engages in one-on-one text chats with real respondents and then transforms the transcripts into meaningful summaries.

This supercharges the effectiveness of interviewing, and significantly expands the range of applications of CR.

Does Conversational Research replace other research methods?

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

Conversational Research:

Boosts efficiency, increasing profit margins, and unlocking 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, offer new, more creative approaches to solving standard problems

When to use Conversational Research

The combination of qualitative depth with quantitative coverage (scale) makes CR a good versatile tool for exploration & validation tasks.

Exploration

The method can significantly speed up the Exploration process, significantly reduce its cost.