Kantar introduces AI-led qualitative research tool
Kantar has introduced Converser, a qualitative research solution designed to help brands capture and interpret one-to-one consumer conversations in real time. The offering combines AI moderation with human expertise to provide deeper insight into consumer behavior and decision-making.
The solution enables companies to gather detailed qualitative data through AI-moderated interviews, turning individual conversations into actionable intelligence. It draws on the expertise of more than 500 qualitative specialists across over 60 countries to support analysis and interpretation.
Understanding consumer motivations at scale
Kantar Converser focuses on uncovering the reasons behind consumer actions by moving beyond surface-level signals. It captures emotional and contextual insights by allowing participants to share their experiences in their own words and in their own time.
The platform is designed to deliver results efficiently, combining established qualitative methodologies with AI capabilities. It also aims to reduce costs associated with in-depth research while maintaining depth and quality.
Flexible and accessible research approach
The solution enables brands to reach participants regardless of geography or time zone, offering flexibility in how and when people engage. This approach also supports more open responses, particularly when addressing sensitive topics in private settings.
Tara Prabhakar, Global Managing Director, Qualitative at Kantar: "Marketers have access to more data than ever. What they are increasingly now looking for is context and nuance expressed in the language people use to share their choices, motivations, and frustrations. This requires one partner that can provide joined-up intelligence, connects what data-based signals suggest with the underlying feelings and motivations. By allowing people around the world to give answers in their own time we can capture that authentic, emotional and cultural human intelligence and help marketers shape their brand growth decisions."
Integration with broader research ecosystem
Kantar positions Converser as a complement to its existing qualitative tools, including Kantar Live, which supports group discussions at scale for concept testing, creative development, and brand research.
The company states that Converser provides both speed and depth, enabling marketers to access nuanced insights across different audiences and markets. Flexible sampling options, supported by Kantar’s proprietary panel, allow clients to tailor research based on budget, timing, and target groups.
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