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AI adds the voice of wisdom to questionnaire design

Ipsos.Digital combines the power of AI technology and 45 years’ experience in the field to fast-track smart, relevant, clear and insightful questionnaire creation

Most of us have experienced writer’s block of some shade at some point. The uneasy feeling of having missed out a question or not having phrased it perfectly has niggled at some more than others. Inspiration for optimal phrasing and meaningful, relevant, rich questions that will return valuable business insights sometimes eludes us when we most need it.

Today’s business landscape of constantly accelerating change dictates that this is the moment when we need that ideal wording and inspiration the most: and we need it to be delivered in a visually intuitive way, instantly.

Customers’ habits, behaviours and attitudes have in some cases transformed beyond recognition, especially as a consequence of the pandemic. Businesses need to understand the new face of their market in real-time, and it is the increasingly critical and indeed highly visible role of the market researcher to deliver the answers as a matter of urgency. These time pressures are often accompanied by equally challenging budgets.

Fortunately, moments of uncertainty at survey-build stage and those dreaded blank screens no longer need to feature in the day of a busy market researcher. Thanks to recent strides in AI technology, Ipsos.Digital, in partnership with AI experts, Peltarion, has launched a first version of what is to become a feature that enables clients and researchers to fast-track best-of-breed survey builds that optimise the relevance and richness of the data returned.

This innovation, called Question Library, prompts users to select optimal phrasing for their questions, based on a survey’s area of interest and the meaning of the question, as defined by the user at set up phase. These prompts suggest ideal wording as well as guidance on survey logic and sequencing. It also suggests additional relevant follow-on questions to inspire researchers and further enrich the survey. While users may opt to create some questions from scratch, tapping into this 250,000-strong database of pre-existing questions fast-tracks the construction of insightful research projects.

This tool is the result of in-depth natural language processing (NLP) of over 90,000 Ipsos surveys, covering 600,000 unique questions in English. It therefore instils the users with confidence that they are using the very best phrasing, sequencing, logic and meaning for their questions to deliver optimal results.

Ipsos is currently working on additional functionality and rolling out the offering to other languages in 2021.The analytics behind the translated questions will be copied across languages to offer time and cost savings, and eliminate room for error.

With the assistance of an AI engine, building robust and meaningful questionnaires will be faster and step by step will reduce the number of questions we ask respondents, focusing only on those which answer the business issues of the client.

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