YouGov Rolls Out Voices AI Qual Tool for Custom MR

YouGov has extended its 'Voices' AI-moderated qual interviewing tool to allow custom research clients similar features to those already enjoyed by its brand tracking clients.

YouGov has operations in the Americas, continental Europe, the UK and Asia Pacific, and a proprietary panel of more than 30 million registered members across 64 markets. BrandIndex Voices was launched in February this year, combining conversational AI with YouGov's verified panel to reveal 'the human voices behind brand health metrics' and understand the 'quiet majority' of real consumers, rather than just the 'loud voices on social media or extreme reviews' - all without leaving the BrandIndex platform.

The new tool, branded simply as YouGov Voices, applies the same technology more broadly, making conversational depth available within the company's custom research studies for the first time.

Survey respondents are invited to opt in to an additional AI-moderated conversation within their quant survey, or immediately it is completed. Relevant questions are developed and asked as the AI interviewer listens to each response. Responses are then analysed to identify key themes and generate an executive summary; or clients can access the full transcripts directly. Delivery is all within the same Crunch interface where clients analyse their quantitative data.

The launch 'means custom research clients can now combine the scale of quantitative research with the depth of genuine human conversation,' according to CEO and co-founder Stephan Shakespeare (pictured). 'Clients move from a survey result to a rich qualitative explanation without leaving their existing workflow - and every insight comes from conversations with real people from YouGov's world-leading proprietary panel.' He adds: 'Our combination of speed, scale and authenticity is something only YouGov can offer.

YouGov Voices is available now in the US, UK and Australia. The company is online at www.yougov.com .

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