KS&R, a leading strategic consultancy and market research firm, has unveiled the first AI-augmented service under its Amplify AI initiative. This groundbreaking tool is designed to elevate the quality of insights derived from open-ended survey questions by actively engaging respondents to deliver more comprehensive and targeted responses.
Open-ended survey questions often fall short in capturing the nuanced perspectives researchers seek. KS&R’s Amplify AI solution addresses this gap using generative AI to dynamically interact with respondents. By posing follow-up questions, the tool extracts additional details and context, eliminating the need for live moderation while significantly improving data depth and relevance.
The innovative tool evaluates responses in real time, assigning a relevance score to monitor data quality. This ensures that low-quality responses are identified and addressed, enhancing the overall integrity of the insights collected.
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“Enhancing the respondent experience through AI-augmented open-ends enables us to gain a deeper understanding of what drives respondents’ preferences, buying decisions, and experiences,” said Ben Cortese, VP of Decision Sciences & Innovation at KS&R. “By leveraging the power of AI, we can engage respondents in a more natural, conversational way, leading to richer insights that help our clients make smarter business decisions.”
The Amplify AI initiative underscores KS&R’s commitment to responsibly leveraging advanced technologies to support its expert team in delivering actionable market research. The firm places a strong emphasis on using AI safely, securely, and ethically while maintaining transparency and client trust.
“Responsible use of AI in market research requires continuous learning, adaptability, and a clear understanding of its limitations,” said a KS&R spokesperson. “We are dedicated to ensuring that AI serves as a powerful tool to enhance outcomes while keeping our clients’ confidence at the forefront.”
By seamlessly integrating AI into its offerings, KS&R is empowering businesses with richer insights and actionable intelligence, paving the way for more informed decision-making.