This paper looks at AI-powered voice surveys as an alternative survey format for commercial research. Specifically, the paper is looking at whether this type of alternative format can be more effective at capturing a broader more inclusive spectrum of respondents, including disempowered members of society. To explore the effectiveness of the voice survey format, this research was conducted in an experimental two-by-two design, with the traditional online survey as the comparison. This paper documents the challenges of utilizing an AI-powered voice survey for research and determines what some of the benefits are of this alternative survey format.
In qualitative research, much can be gained by starting with broad questions which allow the respondents to express an attitude, behaviour, or thought rather than leading them with more pointed questions. But groups and depths are limited by time and budget. So can the process of qualitative exploration be applied at scale using AI and voice technology? Find out what happened when we tried. This paper sets out to test the viability of AI power voice technology to do this and concludes that this is indeed possible.