Protobrand Adds 'Convo' AI Moderator

Behavioral science-based full service research consultancy Protobrand has added an AI interview tool called Convo, boasting an AI moderator 'skilled in the principles of behavioral science', to its established suite of research tools.

Protobrand delivers quant solutions for brand tracking, innovation and concept development, helping to understand the 'symbolic, emotional and functional dimensions' of consumer motivation and behavior. The company recently began a close partnership with Brandtrust, another firm with roots in the applied social and behavioral sciences, designed to promise clients a 'complete and complementary suite of solutions'.

Convo is voice-driven, simulating a conversation with a real person who probes effectively in real time to gather the same kind of emotional and symbolic insights previously collected by Protobrand's human moderators. The firm says Convo enhances its various proprietary behavioral science methods, including Metaphor Elicitation, Photo Elicitation and Narrative Inquiry, and allows respondents to articulate their thoughts and feelings using their voice rather than typing, which 'leads to higher quality data' as well as a decrease in respondent fatigue.

Company founder Anders Bengtsson (pictured) comments: 'We already see that people enjoy interacting with Convo, and the insight we uncover is better than ever. Convo is truly transformative in unlocking the ultimate potential of interviewing, applying behavioral science methods at quantitative scale. This is a game changer for the insights industry as it gives us a truly scalable way to capture consumers' authentic stories that uncover human truth'.

Web site: www.protobrand.com .