Brands today are increasingly pushing for both speed and depth in data to drive decision-making and rarely getting both. Traditional qualitative research delivers nuance, but not always at the pace modern strategy demands. Quantitative tools move fast but don’t always capture the full emotional context behind why people behave the way they do.
Introducing our latest offer, Kantar Converser that now changes this equation.
It brings together AI moderated one-to-one conversations and Kantar qualitative expertise to reveal real stories, at a scale, finally allowing you to move fast and yet stay deeply connected to the human truth.
The ‘Why’ unlocked at pace
For years, organisations have been grappling with a trade-off: wait weeks for depth or settle for surface-level signals that don’t truly explain motivations, emotions or lived experiences.With Kantar Converser, this trade-off between depth and surface level signals, disappears. The solution uses real conversations, through written prompts from an AI moderator, resulting in voice first responses from participants to generate rich, emotive narratives. AI accelerates analysis by surfacing patterns, themes and anomalies; meanwhile, Kantar qualitative experts interpret what matters, why it matters, and what to do with it, at pace.
This dual engine delivers the why at scale, enabling teams to move from question to direction in a matter of days, not weeks, without losing the human nuance thanks to Kantar unrivalled expertise that allows real human understanding.
Best combination of Human and AI expertise
Kantar Converser is not just a moderation tool or platform. This is Kantar Qualitative expertise amplified by technology. There is a misconception that AI removes the need for human interpretation. In fact, Kantar Converser is built on the opposite belief: qualitative expertise becomes even more powerful when paired with intelligent automation. This is not a replacement for qualitative craft; it is a profound amplification of it.Voice-led for richer emotion and greater comfort
One of the most revealing findings from early pilots of our offer, is how differently people tell their stories when they speak rather than type. Spoken responses capture tone, pace, pauses, hesitations, and excitement, all of which carry meaning. Participants often describe the experience as “easy,” “natural,” and “less performative”, because the AI moderator feels nonjudgmental and private and because they can engage in their own space and in their own time.Global by design, inclusive by default
Kantar Converser has been designed from its conception to be globally scalable. With multilanguage support and partnerships with leading recruitment platforms, it enables brands to reach diverse audiences across culture nuances and time zones.This is strategic inclusivity. Brands can now hear authentic stories from markets, audiences that are often underrepresented or difficult to reach through conventional methods. The result? A richer, more representative understanding of human emotions globally.
Although Kantar Converser is launching as a new market offer, its foundation is proven. Early pilots have shown exceptional promise across categories in innovation, brand strategy, customer experience and early-stage idea testing.
Using Kantar Converser, we conducted hundreds of one-to-one conversations across ten markets, all voice-led and asynchronous. When people spoke freely, without a moderator, peers, or time pressure, we saw the emotional undercurrents surface.
A responsible and transparent approach to AI
At a time when AI raises valid questions about ethics and safety, Kantar Converser leads with transparency. We have a clear AI and data governance protocols, and privacy-first design principles. Voice data is processed securely; analyses are transparent; and every insight cycle includes human intervention, expertise and oversight.We had a global client, struggling to understand a complex target group- the teenager. They wanted to capture both functional and emotional dynamics that shape teenage identities and thereby how this can be used to build their space and rooms to guide a range optimisation and communication strategy. Kantar Converser allowed them to open up in their own space, in their own time and in comfort, freely helping us unlock insights from this audience for the client.
We have had participant feedback saying “I feel more comfortable talking to AI sometimes over having a conversation with a real human. I find it easier to be honest and open with AI”. This demonstrates a new opportunity to tap into honest open conversations at pace, amplified by Kantar expertise helping you discover real human stories at scale.
To discover more about how Kantar Converser helps marketers power brand growth click here.
