The tool, called YouGov BrandIndex Voices, combines YouGov’s proprietary consumer panels with AI to to converse with people to help understand the narratives, hesitations and emotional nuances driving consumer perception.

There are three key capabilities of BrandIndex Voices, including using AI to carry out conversational interviews that explore beyond more than 20 templated opening questions, based on responses to quantitative surveys.

Other features include always-on access to verbatim data on consumer perspectives, and analysis of open-ended responses using AI to identify themes, narratives and sentiment within conversations.

BrandIndex Voices is built directly into YouGov’s BrandIndex platform and is available in the UK and US.

Stephan Shakespeare, chief executive and co-founder at YouGov, said: “Every conversation comes from genuine consumers ensuring clients receive trustworthy insights.

“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.”