Credit: Jessica Da Rosa via Unsplash
ASX-listed data and insights company Pureprofile has launched a conversational artificial intelligence tool designed to make online surveys more engaging and extract deeper responses from participants.
The Sydney-based firm's new platform uses chatbot technology powered by partner company inca to conduct surveys through natural language conversations rather than traditional multiple-choice formats, addressing long-standing challenges with respondent engagement in market research.
Traditional open-ended survey questions often produce brief, superficial answers while face-to-face interviews, though more insightful, are limited by cost and scale constraints that restrict most research projects.
"Rich insights start with real engagement, and that's something researchers, strategists, and CX professionals are under increasing pressure to deliver," said Sugu Supramaniam, product director at Pureprofile.
The conversational AI system uses natural language processing to conduct follow-up questioning, probe for additional detail, and employ what the company calls "digital projective techniques" to encourage more thoughtful responses.
Pureprofile said the tool addresses growing demand from clients for faster insights without sacrificing research quality, as businesses face pressure to make quicker decisions based on consumer feedback.
"This is about reimagining how we capture insight for a new era of research: smarter, faster, tech-driven and human-focused," Supramaniam said.
"Our conversational AI solution mimics a genuine conversation with follow-up questions, probes for more depth in a natural, intuitive way, and helps participants feel heard."
The platform generates automated dashboards with data visualisations including word clouds and sentiment mapping, allowing researchers to access findings without manual analysis of open-ended responses.
The launch reflects broader adoption of AI tools across the market research industry as companies seek to balance the depth of qualitative research with the speed and scale of quantitative methods.
Traditional survey completion rates have declined as consumers face increasing numbers of research requests across digital channels.
Pureprofile, founded in 2000, operates consumer research panels across North America, Europe and Asia-Pacific, serving more than 850 clients including advertising agencies, brands and market research companies.
Pureprofile posted record revenue in the March quarter, up 16% to $12.7 million.
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