The tool, called Quasai, is guided in its interviews by participants’ responses and with the aim of keeping participants engaged for richer answers and fewer inhibitions.

Quasai can be adapted to different markets, sectors, products and audiences, and can incorporate multiple languages, video and audio stimulus in its interview sessions.

Simpson Carpenter has been established for around three decades and is based in London.

Tom Simpson, managing director at Simpson Carpenter, said that the Quasai AI avatar “talks naturally with consumers, probes intelligently and delivers speedily” and also “confirms our commitment to using tech-driven methodologies to help our clients”.