Static Online Surveys vs AI-Moderated Interviews by Veronica Valli

Survey teams face increasing pressure to deliver deeper insights while maintaining methodological rigor, operational stability, and client trust. One potential shift is moving from static online surveys to AI-moderated interviews (AIMIs), sometimes called conversational surveys. The main question isn’t whether this approach is innovative, but whether it is reliable and operationally sound.

AIMIs combine traditional survey architecture, including closed and scaled questions, with AI-moderated probing. Respondents answer via text or voice, and the system generates contextual follow-ups while preserving questionnaire logic, routing, and comparability.

This session presents evidence from two independent Research on Research studies comparing static online surveys with AIMIs using identical questionnaires and balanced samples, by the University of Mannheim and Human Highway research.

In a randomized study conducted by the University of Mannheim (n=200), the AI-moderated format generated 39% more words, 51% more unique words, and 36% more distinct themes, while reducing gibberish responses from 10% to 0%. Readability remained stable.

A second study (Human Highway, n=1,003) found that AI-moderated interviews generated longer responses, wider conceptual variety, increased semantic cohesion, and more in-depth reasoning, with voice input further boosting depth. Thematic structure stayed consistent across modes.

The session will focus on practical implications, including how AIMIs integrate into existing survey workflows, how they enhance data quality at the point of collection, and how they can be piloted without disrupting delivery. Delegates will leave with evidence-based guidance on when and how to implement AIMIs while upholding research standards.

Veronica Valli

Veronica Valli is Head of Research at Glaut, where she leads the program to validate the AIMI methodology with a strong focus on how artificial intelligence is shaping consumer experiences and perceptions. Building on qualitative and quantitative approaches, she also supports clients in designing research that best addresses their strategic needs. Since transitioning to industry in 2020, she has held roles in UX and market research, building on eight years of prior academic experience in consumer behaviour. Veronica holds a PhD in Business Administration, specialising in consumers’ decision-making processes.