Can AI‑Assisted Chat Replace Attitudinal Scales? The Future of Quali‑Quant Research  

AI is transforming the research landscape but not by replacing traditional methods. Instead, it’s augmenting them.  Join Dynata and Nexxt Intelligence for an in‑depth session exploring how AI‑assisted chat can enhance Quali‑Quant research. Based on findings from a large‑scale US study, this webinar will demonstrate how conversational AI can go beyond attitudinal scales to uncover deeper motivations, nuanced beliefs, and hidden drivers of behaviour. 

We’ll show how adaptive AI probing:

• Improves respondent engagement 

• Doubles or even triples insight depth   

• Enhances exploratory and innovation research 
• Complements, and doesn’t replace traditional survey methods 

We’ll also address the critical role of synthetic data – where it adds value, and where real human responses remain  essential.  Whether you’re looking to improve insight quality, optimise survey design, or explore AI‑driven methodologies, this session will give you practical, evidence‑based guidance.