Kantar Debuts New AI Qual Offering Converser

Kantar has launched Converser, a qual solution which captures people's experiences 'in the moment' through in-depth one-to-one AI-moderated interviews. The tool is supported by the cultural expertise of more than 500 of the group's qual experts in 60+ countries.

Kantar says the new solution is differentiated by its combination of depth and speed - providing rapid, nuanced human understanding across markets and audiences. Flexible sampling options based around the group's proprietary panel allow users to match an approach to their budget, speed and audience requirements.

Converser is intended as a complement to Kantar Live, which supports qual group discussions at quant scale, and is used for innovation, concept optimization, creative assessment and brand research, among other purposes. The new tool adds the ability to reach participants 'in their own time and space, irrespective of market or time zone'; and to go into more depth on sensitive topics.

Global MD Qual Tara Prabhakar (pictured) says marketers have access to more data than ever, and increasingly are looking for 'context and nuance expressed in the language people use to share their choices, motivations and frustrations.' She adds: 'By allowing people around the world to give answers in their own time we can capture that authentic, emotional and cultural human intelligence and help marketers shape their brand growth decisions.'

Home page: www.kantar.com .

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.