Accessible only to conference ticket holders.
Log in Create account Buy conference recordings
For 90 days after a conference, only paid ticket holders can watch conference videos. After that, all Gold members have access.
If you have purchased recording access and cannot see the video, please contact support.
Investigating qualitative depth of AI-moderated interviews
Summary
When research teams are small, the hardest tradeoff is often between depth and scale. Live interviews surface rich, contextual insights, but they’re also time-consuming, resource-heavy, thus often deprioritized when bandwidth is low. In this session, I’ll share how I experimented with AI-moderated interviews to bridge that gap, using technology to recover depth and empathy without requiring live facilitation. Faced with the need to understand our customers’ decision-making (those who purchased our platform, and those who didn’t), I initially relied on surveys. However, I found they lacked the nuance that real conversations reveal. By introducing AI moderation, I created a way for participants to engage in adaptive, conversational interviews that went beyond the limits of static forms. I’ll walk through how I set up these sessions, what prompts worked (and didn’t), and how I analyzed the results. I’ll also share how I’ve used other AI tools like ChatGPT and Perplexity to assist with synthesis and bias-checking, creating a workflow that both expands my analytical reach and strengthens the rigor of my findings. As AI tools continue to enter the researcher’s toolkit, this case study illustrates how we can thoughtfully integrate them to expand—not erode—the human depth of qualitative work. It offers a model for how lean teams can maintain research quality while navigating the realities of limited time, budget, and capacity. This talk will explore the emerging space between automation and augmentation, finding opportunity for depth when time and resources are tight.”
Key Insights
-
•
AI moderation enables more qualitative depth than surveys due to participants speaking freely rather than typing.
-
•
AI moderation platforms require detailed and explicit research plans to guide effective questioning.
-
•
AI moderation often struggles with natural conversational flow and can produce awkward pauses or interruptions.
-
•
Follow-up questions from AI moderators can be vague, repetitive, or miss opportunities to dive deeper.
-
•
AI moderation is best suited for validation or deepening understanding of known problem spaces, not foundational discovery.
-
•
Participants may prefer AI moderation over surveys due to ease and flexibility, supporting higher and quicker recruitment.
-
•
AI moderation platforms currently do not replace human analysis or provide strong quantitative outputs.
-
•
High emotion or sensitive topics may work better with AI moderation if participants prefer anonymity, but human interviews excel at rapport.
-
•
Researchers need to invest time troubleshooting and iterating prompts in AI moderated studies.
-
•
AI moderated studies allow teams of one to scale qualitative research when live interviews are infeasible.
Notable Quotes
"Having one-on-calls with people is one of my favorite parts of conducting research, and it felt like this was being taken away from me just for the sake of saving business resources."
"AI moderation, in short, is a large language model that runs a moderated interview session without a human researcher present."
"I was interested in thinking of this method as a survey plus that you can use to get survey-like data but with more qualitative depth."
"When I gave the model my list of interview questions, it actually made for a really bizarre participant experience because the model just went down the line of the different questions."
"People were more likely to explain their thought process and just more context around the particular situation of their org."
"There were moments like long kind of awkward pauses where the model was processing, and sometimes it actually spoke over participants."
"Follow-up questions missed opportunities to probe deeper or were confusing, and participants had to repeat themselves."
"If I really just needed only quantitative data from a survey, then I would not go the AI moderated route."
"AI moderation did not make the research easier. It made it possible under real world constraints."
"From setup to analysis, AI moderation still requires a good understanding of what quality research looks like and how to interpret qualitative data."
Or choose a question:
More Videos
"Therapists create space for clients to reflect and discover insights in a safe environment."
Gina MendoliaTherapists, Coaches, and Grandmas: Techniques for Service Design in Complex Systems
December 3, 2024
"You find the right fit when someone challenges your assumptions and provides a different perspective."
Sol MeszHands or Brains? How to Hire for Strategy, Strategically
January 8, 2024
"More is not the same as growth and more is not the same as enough."
Luz BratcherThis Is a Talk for Tired People
June 10, 2022
"We recruited locally and from historically Black colleges and universities to build a diverse and talented innovation team."
Justin Entzminger Terrance Smith Tracy M. Colunga Mai-Ling GarciaRisk and Reward: How to Diversify the Field of Civic Innovators and Designers
November 17, 2022
"Reviewing decisions out loud held everyone accountable and made it harder for Jeff to forget or change his mind."
Darian DavisLessons from a Toxic Work Relationship
January 8, 2024
"You want to move from ‘make me a thing’ to ‘change customer behavior.’ That’s where the magic is."
Jeff GothelfThe Intersection of Lean and Design
January 10, 2019
"The more you worry about every question not being answered, the more it distracts from influencing what matters most."
Sarah Alvarado Nalini P. Kotamraju Anne Mamaghani Peter MerholzHow to make UX research leadership more effective [Advancing Research Community Workshop Series]
October 26, 2023
"Being a DOT connector means you can see silos, whether people are just not talking to each other, and you can bridge people, process, and tools."
Alnie FigueroaTeamwork: Strategies for Effective Collaboration with Other Program Management Teams
September 8, 2022
"What started off poorly but improved during the quarter is where all of the magic happened in retrospectives."
Indra KlavinsA Design Ops Girl in a Dev Ops World
October 23, 2019
