FlexMR Expands AI Powered Survey Capabilities with PromptAI

FlexMR – 30 July 2024

Source FlexMR

PromptAI research questions generate dynamic probes in response to text answers, providing insight teams with more detailed, qualitative data and a personalised experience for participants.

Built into the SurveyMR tool of InsightHub, PromptAI is a new question type that allows researchers to follow up with intelligent probing of verbatim responses. Prompts are dynamically generated based on participant answers, but guided by the constraints that researchers specify. This offers a balanced solution that helps insight teams gain more rich and expressive qualitative data from surveys, whilst offering participants a personalised experience.

Notably, this new question type is the latest in a series of releases from FlexMR designed to enhance the InsightHub platform with cutting edge AI technology. Specifically, PromptAI follows the successful launch of TextMR in early 2024, a second-generation coding tool capable of surmising common themes, sentiment and content from a range of inputs – including community forums, survey questions and question boards.

FlexMR CEO, Paul Hudson, comments, “Artificial intelligence represents one of the most significant opportunities for researchers since the advent of online research. In a time when many teams are being asked to do more with less, AI is enabling savvy brands to enrich customer feedback at scale. We’ve seen, for some time, the lines between the traditional boundaries of qual and quant begin to erode. Now, with the launch of our PromptAI question type, and supported by intelligent text analysis, we’re enabling insight teams to scale qualitative research at an even greater speed.”

In beta testing, PromptAI has been found to have particular relevance to customer experience surveys, product, concept and ad testing, in addition to consumer attitude and brand research. PromptAI is currently available for free on the InsightHub platform.

Technology Lead, Nana Akwah, adds, “PromptAI marks a transformative leap in our survey capabilities. By leveraging AI to generate tailored follow-up questions based on participant responses, we are significantly improving the depth and quality of the insights that research teams can collect. This innovation helps to uncover nuanced qualitative data and provides a more engaging survey experience.

PromptAI adapts in real-time, capturing the most relevant information for richer context and deeper understanding of consumer behaviour. At FlexMR, we are committed to using AI across InsightHub to ensure our clients get the most comprehensive and actionable insights possible. PromptAI is a testament to that commitment.”