Rethinking insights: The rise of conversational research
This article is kindly contributed by StudioSpace agency, Remesh - and agency that is pioneering AI technology which revolutionises research using the most common conversational medium today—text.
Organisations want to understand consumers and employees quickly and at scale, but how is that possible? Conservational research has entered the building. This emerging research method unlocks richer insights and inspires collective action at an unprecedented speed and scale because it engages stakeholders in a dialogue at scale. Let’s dive in on how that’s possible.
What is conversational research?
At its core, conversational research involves using guided discussions to explore topics in-depth and generate actionable intelligence. Rather than simply collecting data points, the goal is to understand context, capture nuance, and tap into the collective wisdom of participants. That happens in this format because it feels as natural as a conversation to participants. Here’s an example of how conversational research can be used to create good public policy.
A typical conversational research project brings together a diverse group of stakeholders. Participants are guided through carefully designed question sequences that encourage them to share their perspectives and build on one another’s ideas. Advanced AI analytics then identify key themes, sentiments, and areas of shared understanding across the discussions.
The result is rich insights informed by real people’s experiences and unique perspectives. It’s a way to go beyond surface-level data and uncover the “why” behind the “what.”
How is conversational research different from, for example, focus groups?
There are a few key differences:
Scale
Conversational research leverages technology platforms to engage hundreds or thousands of participants in dialogue rather than the smaller groups typical of focus groups. Technology allows us to do that today. We didn’t have this capability 10 years ago to listen, and to create or to engage in a conversation with thousands of people at once.
AI-powered analysis
Conversational research with Remesh relies on natural language processing and machine learning to quickly analyze large volumes of qualitative data. That process would take much longer in traditional research research methods - like a focus group.
Ongoing interaction
While focus groups are typically one-off events, conversational research allows for more continuous dialogue with stakeholders over time.
In essence, conversational research scales and accelerates some of the best elements of focus groups— exploration—through the power of online platforms and AI. This allows organizations to engage larger, more diverse stakeholder groups in ongoing conversation and generate insights faster.
Key benefits and advantages
Let’s look at some of the key benefits of conversational research to the modern researcher.
Depth and context
Surveys and quantitative methods are great for capturing broad trends but often lack the color and context to fully understand complex issues. Conversational research fills in those gaps by giving participants space to share detailed thoughts, feelings, and experiences in their own words. It’s about capturing the thick data that brings numbers to life and reveals the human stories behind the stats.
Engagement and empowerment
Participating in a dialogue is fundamentally different than taking a survey. It’s more involving, more thought-provoking, and ultimately more empowering. In conversational research, respondents aren’t just providing data points. They’re engaging with other people’s ideas, reacting to different viewpoints, and becoming part of a community.
When people engage in collaborative inquiry and talk to each other about topics in organizations, they’re more likely to problem-solve and share their perspectives.
Speed and scale
Qualitative research has historically been a time- and labor-intensive undertaking, which has limited its application in fast-moving business contexts. But technology is quickly changing that. Online platforms and AI-powered analytics make it possible to collect and analyze vast amounts of conversational data in real-time. Projects that would have taken weeks or months in the past can now be completed in a matter of days.
The role of the researcher
In a world of real-time, conversational insight, the researcher becomes a critical facilitator of dialogue and change. The insights professional designs interactions that surface diverse perspectives and partners with stakeholders to translate understanding into action. With the right conversational research technology, it’s all possible at scale, and the technology takes on much of the heavy lifting, allowing researchers to focus on the most critical aspects of their work.
This is the true promise of conversational research - not just to understand the world more deeply but to engage people as co-creators of positive change. Researchers can streamline their processes by leveraging advanced technologies and dedicate more time and energy to driving meaningful outcomes. And for insights professionals passionate about making a difference and doing that fast, that’s an incredibly exciting frontier.
The future of conversational research
The challenges facing today’s organisations are growing more complex by the day. Customer preferences are rapidly evolving, employee expectations are in flux, and the pace of change is only accelerating. In this environment, traditional research methods are reaching their limits.
Conversational research offers a powerful new way to keep up—to understand the nuance behind the numbers, engage stakeholders in generative dialogue, and translate insights into collective action. And this is only the beginning. As conversational AI continues to evolve, the possibilities for engaging people in rich, revealing dialogue at a massive scale will only grow.
The rise of conversational research represents an exciting frontier for anyone who cares about understanding people and systems in a deeper way. An opportunity to not just measure and model behavior but to truly engage people as co-creators of insight and change.
With open minds, bold questions, and a willingness to listen, we just might find the insights and inspiration we need to build a brighter future for our organisations, our communities, and our world.
And that’s a conversation well worth having.
