This document has been created to support customers and projects that leverage AI capabilities in research and data collection. This includes:
Customers who need human qualitative data at scale.
Brands, political pollers, media, or research agencies running AI-Moderated Interviews (AIMI) studies via video, audio, or text.
AI/ML companies training and validating models or improving conversational or behavioral datasets.
Standardized to US spelling 'behavioral' to match 'behavior' used later in the doc.
Projects that require higher respondent effort and variability than traditional quantitative surveys.
Projects where traditional survey benchmarks, e.g., Length of Interview (LOI), Incidence Rate (IR), and Cost per Interview (CPI), may not directly apply.
When to use this best practices guide?
We encourage customers who want to launch projects to support data collection for AI-Moderated Interviews and AI/ML model building, training, and validation to reference this guide to ensure their projects can be successfully fielded.
Examples of projects that would benefit from the outlined best practices include:
Conversational research: AI-Moderated Interviews, where an AI agent uses text, audio, or video to probe the respondent for deeper insights based on the provided answers.
Data collection for AI/ML model building, training, and validating: Behavioral, linguistic, or multimodal datasets that can be applied to a broad number of use cases.
Platform Setup & Technical Validation
Before launching a study, we recommend that Project Managers ensure:
All redirects function correctly (complete, terminate, overquota)
Respondent IDs (RIDs) pass accurately
The end-to-end journey is tested, and a respondent can successfully submit a response
This is especially critical when:
External tools are used in the respondent experience
Custom logic or media capture is involved
Privacy considerations
Please ensure clear and explicit respondent consent is obtained:
Provide directions for taking the survey to set clear expectations for respondents
Explain, if possible, how the data will be used
Inform respondents of their data rights and processes for making further enquiries about their data and participation in the research, if applicable
To ensure full compliance with both local and international privacy regulations, we recommend consulting with legal experts or in-house privacy counsel to verify that all required measures have been implemented.
See How to successfully set up your AI-Moderated Interviews and AI/ML data collection projects for more information.