YouGov Launches Qual-at-Quant Scale AI Tool

YouGov has launched an AI-powered qual tool called BrandIndex Voices, which collects and analyses consumer conversations on a quant scale to reveal why brand perceptions change.

The new tool combines 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 focusing only on the 'loud voices on social media or extreme reviews.' Users can track and investigate trends and improve their understanding of drivers, emotions and motivations without leaving YouGov's BrandIndex platform.

BrandIndex Voices starts with AI-powered conversational interviews which the company says adapt naturally to explore beyond more than twenty templated opening questions, prompted by responses to quantitative surveys. Open-ended responses are analysed rapidly by AI to identify themes, narratives and sentiment across thousands of conversations, and clients can then access detailed verbatim data revealing genuine consumer perspectives, at any time.

The YouGov panel includes millions of registered members across 64 markets, encapsulating some 18 million shopping trips and millions of interconnected data points. The tool is initially available to clients in the US and UK.

CEO and founder Stephan Shakespeare (pictured) says of the launch: 'For too long, brand tracking has been defined only by the 'what' metrics, showing when perceptions shift. YouGov BrandIndex Voices revolutionises this by adding the 'why' at scale. This is qualitative research reimagined - combining the breadth and rigour of quantitative tracking with the discoverability that can only be provided by real people's views.

'Every conversation comes from genuine consumers,' says Shakespeare, 'ensuring clients receive trustworthy insights. The detail they provide is impressive - from the shopper whose affinity to a brand has passed through generations to the disabled customer whose purchasing experience has been transformed by online retail. When combined with our proprietary analytics, it gives clients the complete view of their brand's health for the first time, providing rich understanding drawn directly from the people who matter most - their consumers.'

Web site: www.yougov.com .