Introduction
- Client and partner: YouGov Switzerland
Overview
YouGov, one of Switzerland’s leading market research institutes, partnered with Pulse Partners to enhance their ability to collect and analyze qualitative insights at scale. With a survey involving approximately 2,000 respondents across Switzerland (both French- and German-speaking regions), YouGov aimed to gain a deeper understanding of regional product perceptions.
Through SmartInterview, YouGov was able to refine open-ended feedback collection, uncovering deeper context, sentiment, and motivations behind respondents’ answers. This collaboration has allowed YouGov to maintain and improve its excellence in insight discovery while optimizing its research processes.
Challenge
YouGov regularly collects qualitative responses, but getting in-depth response and manually analyzing such extensive open-ended data presents major challenges:
- Lack of Depth: Standard surveys often result in short, underdeveloped responses, limiting the richness of insights.
- Scalability Issues: Processing thousands of open-ended responses requires significant time and resources.
To overcome these hurdles, YouGov partnered with Pulse Partners to integrate SmartInterview, an AI-driven qualitative research tool designed to extract meaningful, in-depth responses at scale.
Solution
Pulse Parters provided smartinterview, their automated, voice-enabled interview software, that engaged respondents in a natural, interactive dialogue, refining open-ended responses in real time.
- Time Saved: 50 seconds per question on average.
- Benefits: Increased respondent focus, enabling access to more relevant and actionable information.
- Huge increased of available customer qualitative insights.
The enriched BrandTrends tracker provides unparalleled insights for entertainment brand, faster.
Key features implemented
✔ AI-Driven Probing: SmartInterview dynamically asked follow-up questions, prompting respondents to elaborate on their answers, ensuring more detailed responses.
✔ Multi-Language Support: The survey was conducted in French and Swiss German, ensuring cultural and linguistic relevance for Swiss respondents.
✔ Enhanced Sentiment & Topic Analysis: SmartInterview extracted key themes from responses and structured insights using AI-powered classification.
Example of AI-Driven Qualitative Conversations
French Conversation Example:
🗨 SmartInterview: « According to you, what defines a regional product? Please say everything that comes to mind. »
👤 Respondent: « A regional product is something that comes from the local area, either the canton or the broader French-speaking part of Switzerland. »
🗨 SmartInterview: « Thank you for your answer. Can you specify why these products appeal to you? »
👤 Respondent: « First, they support the local economy. Second, they reduce unnecessary transportation and have a more sustainable environmental impact. »
🗨 SmartInterview: « Very interesting. And in terms of taste, how do you perceive regional products? »
👤 Respondent: « Generally, they tend to have a much better taste. »
German Conversation Example:
🗨 SmartInterview: « Was zeichnet Ihrer Meinung nach ein regionales Produkt aus? » (What defines a regional product for you?)
👤 Respondent: « It tastes good, has a short supply chain, and is often produced in an environmentally friendly way. »
🗨 SmartInterview: « Could you explain why taste is important to you? »
👤 Respondent: « Taste reflects how well a product is made and whether it respects the environment. Sustainable products usually taste better. »
These dynamic interactions allowed YouGov researchers to extract more meaningful, structured insights compared to traditional surveys.
Results: A New Standard for Open-Ended Data Collection
Key Achievements
📌 2.2x More Topics Captured Per Response – Compared to traditional open-ended questions, respondents provided significantly richer answers, enabling more comprehensive analysis.
📌 Improved Depth in Open-Ended Responses – SmartInterview ensured that responses were more elaborate, nuanced, and contextually insightful.
Comparison of traditional methodology vs. SmartInterview based on word count distribution. SmartInterview captures longer responses with more insights per answer, enhancing qualitative depth.
📌 Access to Long-Tail Feedback – YouGov could now capture detailed, highly specific feedback from a subset of respondents who would otherwise provide limited input.
Testimonial
“By testing SmartInterview into our research process, we enhanced the quality of our open-ended survey responses. The AI-driven follow-up questions helped us uncover deeper insights, ultimately benefiting both our research teams and our end clients.”
— Dr. Manuel Cariappa-Schwaninger, Research Consultant, YouGov
Conclusion
The collaboration between YouGov and Pulse Partners demonstrates the transformative power of AI in qualitative market research.
By adopting SmartInterview, YouGov has improved the depth and accuracy of its insights on regional product feedback.
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