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Ponderosa Market Research has launched Conversive, an AI tool that turns open-ended survey questions into live conversations with respondents. Hisense UK is among its first users, applying it to research into how people choose a television.

Prolific North reports that Conversive analysed hundreds of these exchanges to explore where shoppers feel confident and where they need clearer explanations. Ponderosa says the findings helped Hisense refine its product messaging and identify opportunities across the buying journey. It is a concrete example of AI being used to add conversational detail to quantitative research. Whether the extra detail produces better decisions is the bit brands will want to see demonstrated.

Discuss: Would you trust AI-moderated survey conversations to reveal why customers make a choice, or do they still need a human researcher to interpret the answers?

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