‘Kantar Converser’ uses an AI moderator and AI-based analysis, conducting interviews with participants sourced through Kantar’s panel.

The company said the proposition offers a cost-efficient way of accessing qualitative research and would allow brands to explore more sensitive topics with consumers.

It sits alongside Kantar Live, which is used to conduct qualitative group discussions using AI.

Tara Prabhakar, global managing director, qualitative, at Kantar, said: “Marketers have access to more data than ever. What they are increasingly now looking for is context and nuance expressed in the language people use to share their choices, motivations, and frustrations.” 

Prabhakar said: “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.” 

The tool is currently available in over 45 countries.