aytm launches Conversation AI, transforming qualitative research with AI-powered analysis

aytm (Ask Your Target Market) announced the launch of Conversation AI, a significant enhancement to its insights technology platform and Skipper suite of AI-enabled research tools. Conversation AI empowers researchers to conduct dynamic, AI-driven interviews concurrently across respondent samples, moving beyond static questions to capture rich, conversational qualitative data that can be systematically analyzed and quantified.

“Capturing genuine human perspective often requires a real conversation, not just a simple Q&A,” said Lev Mazin, CEO of aytm. “Conversation AI is designed to facilitate that natural back-and-forth dialogue, probing deeper into the ‘why’ behind responses—allowing researchers to reveal qualitative depth at quantitative scale, all in the same project.”

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Key capabilities unlocked by Conversation AI:

• Dynamic AI interviews: Engage respondents in responsive, human-like dialogues that explore topics in greater depth.
• Richer contextual data: Capture the nuances, emotions, and reasoning behind consumer choices through genuine conversation.
• Concurrent qualitative exploration: Conduct deeper interviews simultaneously across respondent groups, scaling qualitative depth beyond traditional methods.
• AI-powered thematic coding and quantification: Automatically identify, code, and quantify key themes emerging from conversations, enabling charting and analysis at scale.

“It’s not just about having deeper conversations at scale, but also about making sense of rich, unstructured data with the utmost efficiency,” Mazin added. “Conversation AI facilitates the dialogue, and then, with Skipper’s help, structures those qualitative findings into quantifiable themes.”

Conversation AI leverages advanced natural language processing, enabling researchers to design dialogues where an AI assistant interacts dynamically with respondents, asking follow-up questions and exploring responses more thoroughly. This process yields richer, more authentic qualitative data. Subsequently, aytm’s AI research companion, Skipper, assists in processing these conversations to identify, code, and quantify emergent themes. This crucial step allows researchers to visualize qualitative patterns, track sentiment, and integrate these deeper insights seamlessly into their overall analysis, delivering on the promise of qual insights at quant scale.