For senior researchers evaluating AI moderation methodology
AI-Moderated Consumer Interviews at Research-Grade Quality
Adaptive probing. Live quality scoring against a 17-criteria framework. Brief to insights in 48 hours. Senior Researcher synthesis available as an optional service.
Most AI interview tools don't publish a quality standard
You can't audit what the AI asked or why. You don't know if the probing was rigorous. And AI-powered is not a methodology.
published quality standards
Zero
Most AI interview platforms describe their output. None document the evaluation criteria their AI applies to every conversation.
not adaptive
Scripted
Static question lists don't follow up on what a participant actually said. You get breadth. You don't get depth.
without rigor
Volume
Scaling qual without a quality layer just scales the noise. A hundred shallow interviews are not a research programme.
published quality standards
Zero
Most AI interview platforms describe their output. None document the evaluation criteria their AI applies to every conversation.
not adaptive
Scripted
Static question lists don't follow up on what a participant actually said. You get breadth. You don't get depth.
without rigor
Volume
Scaling qual without a quality layer just scales the noise. A hundred shallow interviews are not a research programme.
The GetWhy methodology for AI-moderated interviews
Adaptive probing. Live quality scoring. Every conversation evaluated against 17 published criteria.
How it works
Adaptive probing
GetWhy's AI Moderator follows the discussion guide and probes based on what participants actually say. When a participant mentions something unexpected, the moderator goes deeper. Every conversation is unique. Every thread gets followed.
GetWhy's AI Moderator follows the discussion guide and probes based on what participants actually say. When a participant mentions something unexpected, the moderator goes deeper. Every conversation is unique. Every thread gets followed.
17-criteria quality framework
Every interview is scored in real time against GetWhy's 17-criteria evaluation framework. Low-quality responses trigger additional probing automatically. The framework is the only documented, systematic quality standard for AI moderation in the category.
Every interview is scored in real time against GetWhy's 17-criteria evaluation framework. Low-quality responses trigger additional probing automatically. The framework is the only documented, systematic quality standard for AI moderation in the category.
100+ languages, each tested before launch
Cultural and linguistic adaptation is built into the moderation logic. Each language is tested against the 17-criteria framework before it goes live. Not just translated. Validated for moderation quality in-language.
Cultural and linguistic adaptation is built into the moderation logic. Each language is tested against the 17-criteria framework before it goes live. Not just translated. Validated for moderation quality in-language.
Senior Researcher on every study
A Senior Researcher reviews the discussion guide before fieldwork, monitors live sessions, and validates synthesis before delivery. Ex-Bain, McKinsey, Kantar, Ipsos. Not a quality checkbox. A methodologist in the loop at every critical step.
A Senior Researcher reviews the discussion guide before fieldwork, monitors live sessions, and validates synthesis before delivery. Ex-Bain, McKinsey, Kantar, Ipsos. Not a quality checkbox. A methodologist in the loop at every critical step.
From coding framework to decision-ready narrative
A Senior Researcher applies a thematic coding framework to every study. Synthesis reviewed for analytical rigor before delivery. Findings delivered as narrative, video evidence, and GetWhy Stories. Not automated summarization. Human interpretive rigor at every step.
A Senior Researcher applies a thematic coding framework to every study. Synthesis reviewed for analytical rigor before delivery. Findings delivered as narrative, video evidence, and GetWhy Stories. Not automated summarization. Human interpretive rigor at every step.
richer conversations
1.8x
Than experienced human moderators in head-to-head testing
quality criteria
17
Applied to every interview. The only documented standard in the category.
from first interview
48 hrs
Study design happens before the clock starts
interviews trained on
+1M
The dataset behind GetWhy's AI Moderator
richer conversations
1.8x
Than experienced human moderators in head-to-head testing
quality criteria
17
Applied to every interview. The only documented standard in the category.
from first interview
48 hrs
Study design happens before the clock starts
interviews trained on
+1M
The dataset behind GetWhy's AI Moderator
Trusted by 100+ global enterprise brands
eBay saves $6.7M and grows category GMV 15% with AI-powered consumer research
Christine Moeller
Senior Director Consumer Insights, eBay
How Heineken runs 1,750+ consumer interviews across 41 projects in 24 markets
Tony Costella
Global Commerce AI and Transformation Director, Heineken
How Arla is using qualitative at scale to unlock a new pace of discovery
Michael Swaisland
Vice President: Consumer Intelligence, Arla Foods
Common questions
Can AI moderation match the depth of an experienced human moderator?
In head-to-head testing, AI-moderated interviews generate 1.8x richer conversations than experienced human moderators. Adaptive probing follows every thread. A Senior Researcher validates the synthesis. The depth comes from the combination, not from the AI alone.
In head-to-head testing, AI-moderated interviews generate 1.8x richer conversations than experienced human moderators. Adaptive probing follows every thread. A Senior Researcher validates the synthesis. The depth comes from the combination, not from the AI alone.
What exactly is the 17-criteria framework?
It is GetWhy's documented evaluation standard for every AI-moderated interview. The 17 criteria cover moderation quality, probing depth, participant engagement, linguistic accuracy, and synthesis integrity. It is the only published framework of its kind. Available to download.
It is GetWhy's documented evaluation standard for every AI-moderated interview. The 17 criteria cover moderation quality, probing depth, participant engagement, linguistic accuracy, and synthesis integrity. It is the only published framework of its kind. Available to download.
How does GetWhy handle multilingual and cross-cultural research?
Each language is tested against the 17-criteria framework before launch. Cultural adaptation is built into the moderation logic. Screeners, discussion guides, and synthesis are reviewed by Senior Researchers with in-market experience. Not translated. Validated.
Each language is tested against the 17-criteria framework before launch. Cultural adaptation is built into the moderation logic. Screeners, discussion guides, and synthesis are reviewed by Senior Researchers with in-market experience. Not translated. Validated.
What does a Senior Researcher do that the AI doesn't?
The AI Moderator runs the interview. The Senior Researcher does everything that requires interpretive judgment: discussion guide design, screening criteria review, live session monitoring, thematic coding, and narrative synthesis sign-off. The AI scales the fieldwork. The researcher ensures the analysis is right.
The AI Moderator runs the interview. The Senior Researcher does everything that requires interpretive judgment: discussion guide design, screening criteria review, live session monitoring, thematic coding, and narrative synthesis sign-off. The AI scales the fieldwork. The researcher ensures the analysis is right.
What does the output look like?
Every study delivers a narrative synthesis report, video evidence of actual consumer interviews, and a GetWhy Stories package for internal distribution. The 90-page deck that nobody reads is not the format. Decision-ready findings your stakeholders will actually consume.
Every study delivers a narrative synthesis report, video evidence of actual consumer interviews, and a GetWhy Stories package for internal distribution. The 90-page deck that nobody reads is not the format. Decision-ready findings your stakeholders will actually consume.
Senior researchers evaluating AI moderation methodology
See the methodology for yourself.
Book a 30-minute call with a Senior Researcher. We walk through the 17-criteria framework, show you a live example study, and answer every methodology question you have.
