Research businesses are using AI-moderated interviews to conduct conversational exchanges with participants at a greater scale.

Montreal-based Leger says the new ‘AIMI’ AI-moderated discussions will bring deeper exploration of motivations and behaviours.

Researchers play a role in shaping interview frameworks, guiding exploration and interpreting findings to ensure that outputs are validated and credible. 

Sarah Mottet, vice-president, transformation and AI, at Leger, said the approach “combines rich interview insights with the scale of hundreds of conversations” and offers respondents more flexibility for respondents.