Qualitative Research at Survey Scale

No, and that is the point. AI interviews extend what qualitative can do: more people, more often, in more markets. They work best alongside the other methods a decision needs. Discuss brings AI interviews, live human interviews, and surveys into one solution, so you choose the right method for each question instead of forcing every question into one.

Use AI interviews when you need consistent, flexible conversations across a broad audience, many markets, or time zones, and when speed and reach matter. They are strong for validation work like concept and message testing, and for sensitive topics where people often open up more to a screen. Use a live human moderator for genuine exploratory work, emotionally complex topics, building trust over a longer conversation, or when the discussion needs to change direction in real time. Most strong programs today use both.

Discuss AI interviews run in more than 50 languages across 150-plus countries, around the clock. Participants start when they're ready, so a study in Seoul and a study in São Paulo run at the same time with no scheduling and no calendars to align.

The AI moderator works the way a skilled human moderator does. It weighs every probe against your research goal and everything the respondent has already said, so it digs deeper where there's more to learn and moves on when an answer is complete. No filler probes, no re-asking what was covered three questions ago. Memory carries context across the conversation, and a smarter reasoning model decides when to probe and when not to. The result is cleaner conversations and transcripts ready for analysis.

Minutes. Describe your goal or paste a brief, and Discuss generates a structured guide grounded in qual best practices, then programs it directly into the interviewer. Recruit from the global panel or bring your own audience, and launch the same day.

Every theme and quote traces back to the moment in the conversation it came from, so you read or watch the source in full context rather than trusting a summary. You design and approve the discussion guide, the AI works within it, and custom vocabulary capabilities plus access to a medical language model keep transcription accurate for your brand and category.