Originally published: AdNews, 3 July 2025
ASX-listed data and insights company Pureprofile has launched a conversational artificial intelligence tool designed to make online surveys more engaging and extract deeper responses from participants.
The Sydney-based firm’s new platform uses AI chatbot technology powered by partner company inca to conduct surveys through natural language conversations rather than traditional multiple-choice formats, addressing long-standing challenges with respondent engagement in market research.
Traditional open-ended survey questions often produce brief, superficial answers while face-to-face interviews, though more insightful, are limited by cost and scale constraints that restrict most research projects.
“Rich insights start with real engagement, and that’s something researchers, strategists, and CX professionals are under increasing pressure to deliver,” said Sugu Supramaniam, product director at Pureprofile.
The conversational AI system uses natural language processing to conduct follow-up questioning, probe for additional detail, and employ what the company calls “digital projective techniques” to encourage more thoughtful responses.
