KS&R, a strategic consultancy and marketing research firm, announced the launch of the first AI-augmented service from the firm’s Amplify AI initiative. This innovative solution evaluates the quality of responses to open-ended questions and engages respondents to extract more detailed and targeted insights.
Open-ended questions in online surveys often fail to provide the depth of information researchers need to fully understand respondents’ perspectives. KS&R’s Amplify initiative addresses this challenge through the power of generative AI with a tool that can pose additional questions to respondents to elicit more information and context. As a result, clients see significantly improved data quality, all without the need for a live moderator. As respondents complete open-ended survey questions, the tool conducts data quality monitoring through a relevance score, which measures the depth and relevance of responses. This feature enables researchers to identify and address low-quality responses, ensuring the integrity of the data collected.
“Enhancing the respondent experience through AI-augmented open-ends enables us to gain a deeper understanding of what drives respondents’ preferences, buying decisions and experiences,” said Ben Cortese, VP of Decision Sciences & Innovation at KS&R. “By leveraging the power of AI, we can engage respondents in a more natural, conversational way, leading to richer insights that help our clients make smarter business decisions.”
With the Amplify initiative, KS&R is developing services that leverage AI responsibly, safely and securely to augment the ability of its experts to provide market research that informs business decisions to bring about positive outcomes. KS&R recognizes that using AI wisely in market research requires continuous learning, evolution, and understanding AI’s limitations, and the firm is dedicated to using it as a powerful tool while prioritizing client trust.