Tapestry Launches AI Survey Tool 'Daisy'

London-based agency Tapestry Research has launched an AI-enabled survey tool, Daisy, which it says 'combines the speed of an online survey with the in-depth perspective of qualitative research' - promising more granular insight at scale.

The firm is part of Screen Engine/ASI, a media and entertainment research group headquartered in California. Tapestry works mostly on global projects in these sectors along with tech and advertising. Expertise includes multi-platform campaign evaluation, decision journey analysis, segmentation, market sizing and audience research.

In developing Daisy, Tapestry says it trained a closed AI model on survey elements including how to probe appropriately and 'what a good response looks like to commonly asked survey questions'. According to the firm, this results in a respondent experience 'akin to a moderated interview', as well as a fivefold increase in word count compared to traditional open-ended questions and a 15% uplift in respondents' survey engagement metrics.

Daisy has can be used for CSAT and UX surveys, concept testing, decision journey research, and as an inexpensive and fast alternative to more traditional exploratory qual.

Commercial Director Jemma Ralton says the company has been using AI behind the scenes 'for a while' to improve its processes, and believes Daisy is a good example of its aim to 'make the complex beautifully simple'. Co-founder and Joint MD Ian Wright adds: 'During its development we've been utilising Daisy in CRM and concept testing surveys for our key clients, and the results have been really impressive. Respondents appreciate a more engaging survey experience and our clients have benefitted from a much richer level of insight into key topics'.

The company's home page is at www.tapestryresearch.com .

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.