The dividing line between qualitative and quantitative research is blurring, partly due to AI probing.

Our Data Specialist Demian van Gils demonstrates how AI is blurring this traditional dividing line. In the second part of this series, he will be happy to tell you more about AI probing with our internal tool: Robin.

What is AI probing in market research?

AI probing is an innovative research method in which artificial intelligence automatically asks targeted follow-up questions based on respondents' answers. Instead of settling for superficial responses, AI probes further, just as an experienced researcher would do in an interview.

Unlike Conversational AI, AI probing is not about a continuous conversation, but about one or a few strategically chosen moments within an otherwise quantitative questionnaire. In this way, AI probing combines the scalability of quantitative research with the depth of qualitative insights.

Two forms of AI probing with our internal tool Robin

Our internally developed tool Robin enables two forms of AI probing, each with a clear role within quantitative research.

1. Unstructured probing
In unstructured AI probing, the respondent first answers an open question. Based on this answer, AI automatically generates a follow-up question that ties in with what the respondent has indicated. This brings underlying thoughts and feelings to the fore.

This approach yields rich, qualitative insights, but is less suitable for standardization: because each respondent may receive a different follow-up question, the results are more difficult to quantify. Unstructured follow-up questions are therefore particularly valuable for parts of the survey where extra nuance is important.

2. Structured probing
With structured AI probing, AI does not generate new questions, but selects the most relevant follow-up question from a predetermined set. The choice is made based on the answer to an open question.

This form may be less closely related to the initial answer, but it has the advantage that the results are easy to analyze and compare. Structured follow-up questions are ideal for gathering additional information in an efficient and budget-friendly way, without making the questionnaire unnecessarily long for the respondent.

When should you use AI probing?

This method is ideal when numerical insights are necessary, but you still want rich insights into a specific topic within the research. The basis remains quantitative online research, and depth is only sought where it is truly relevant.

Curious about how AI probing can enrich your research? Feel free to contact us!