Pureprofile launches AI survey tool to boost engagement & insight

Pureprofile has launched a Conversational AI survey tool designed to enable richer responses and increase engagement in surveys at scale.

The new offering is intended to address the common shortcomings of traditional open-ended survey questions, which often struggle to elicit in-depth insights due to issues of respondent fatigue and limited engagement. According to Pureprofile, their Conversational AI adds a chat-based interface that converses with users naturally, mirroring qualitative interviews while maintaining the efficiency and broad reach of quantitative research.

The solution utilises Natural Language Processing (NLP) capabilities, enabling it to handle multilingual, chat-style dialogues with respondents around the world. By conducting intelligent probing and using digital projective techniques, the tool seeks to draw out deeper and more meaningful responses from users.

The interface is equipped to make closed-ended questions more engaging through the application of visual formats, including custom images and emoticons. These additions are supported using advanced logic and routing, with the intention of holding respondents' attention and reducing survey fatigue over longer engagements.

Pureprofile has also introduced advanced analytical features to process the open-ended data gathered by the Conversational AI. The tool delivers AI-driven summarisation, coding, and sentiment mapping. Researchers are given access to data visualisations, such as word clouds, through a real-time, automated dashboard, streamlining data interpretation and supporting faster decision-making.

Engagement and insight

Sugu Supramaniam, Product Director at Pureprofile said: "Rich insights start with real engagement, and that's something researchers, strategists, and CX professionals are under increasing pressure to deliver. As expectations grow for faster, more nuanced insights, there's a real need for tools that can unlock depth without slowing down the process. "This is about reimagining how we capture insight for a new era of research: smarter, faster, tech-driven and human-focused. Our Conversational AI solution mimics a genuine conversation with follow-up questions, probes for more depth in a natural, intuitive way, and helps participants feel heard. It empowers researchers to gather more meaningful input, without compromising scale, speed, or rigour. In a time when every decision needs to be both fast and informed, this tool offers a way to surface the richness of qualitative insight with the efficiency of quantitative methods."

With the new platform, Pureprofile aims to assist researchers, marketers, and businesses in getting to the reasons behind consumer behaviour, not just the basic quantitative data points. By making the process more conversational, the tool is intended to help participants feel more heard, which in turn can support the collection of more thoughtful information.

The real-time dashboard provided in the solution is designed to enable stakeholders to interpret survey results and act on them more quickly than with traditional analysis. Sentiment mapping and word clouds created through AI coding are part of the system's visualisation offerings. According to Pureprofile, these features facilitate the extraction of themes and insights at a pace and scale not possible with manual analysis methods.

Technology and reach

The addition of multilingual capabilities is positioned as a means to allow global organisations to capture insights across different geographies and languages efficiently. By reducing the burden of translation and manual coding, teams can compare findings across markets more effectively.

The survey tool utilises intelligent probing and digital techniques to push beyond surface-level answers. Participants are presented with custom visuals and emoticons for certain questions, intended to make choices more engaging and to further maintain respondent attention during surveys.

Pureprofile states that this launch reflects a shift towards more technologically enabled but human-focused tools within market research. By combining traditional qualitative interview features with automation and analytics, they believe researchers can access the detail usually reserved for in-person interviews, even at large scale and across markets.

Conversational AI is available through Pureprofile's research and insights platform. The company operates globally with clients across North America, Europe, and the Asia-Pacific region, offering survey and data analysis services for agencies, brands, and researchers.