The tool, called YouGov Voices, invites survey respondents to opt into an additional AI-moderated conversation within or after completing a quantitative survey, with the AI interviewer asking relevant follow-ups to answers provided.

Once the interviews are complete, the tool analyses the transcripts to identify key themes and create an executive summary, with users also able to access the full transcripts.

YouGov Voices uses the same AI-supported interviewing technology used in the company’s BrandIndex Voices tool, but applies the same technology more broadly to make conversational depth available within custom research studies.  

The tool is available in the UK, the US and Australia.

Stephan Shakespeare, chief executive and co-founder at YouGov, said: “YouGov Voices brings a level of qualitative depth to quantitative research. It means clients move from a survey result to a rich qualitative explanation without leaving their existing workflow.”