For senior researchers evaluating AI qualitative research
Qualitative Research at Scale. Without Sacrificing Rigor.
Real human respondents. AI-moderated video interviews with adaptive probing. Senior Researcher synthesis. The craft of qual at a scale the methodology was always capable of.
Scaling qual has always meant choosing between depth and breadth
12 IDIs gives you depth. 200 gives you patterns. The methodology was always capable of both. The operational model wasn't.
or 200?
12 IDIs
Depth at scale has always been a false choice. Small samples miss patterns. Large samples lose the depth that makes qual worth doing.
for synthesis
6 weeks
The fieldwork runs in a week. The coding and synthesis take five more. Most of the cost is the wait, not the work.
trail on AI quality
No audit
Most AI interview tools describe their output. None publish the evaluation criteria their moderator applies to every conversation.
or 200?
12 IDIs
Depth at scale has always been a false choice. Small samples miss patterns. Large samples lose the depth that makes qual worth doing.
for synthesis
6 weeks
The fieldwork runs in a week. The coding and synthesis take five more. Most of the cost is the wait, not the work.
trail on AI quality
No audit
Most AI interview tools describe their output. None publish the evaluation criteria their moderator applies to every conversation.
How GetWhy approaches qualitative research
Screener design. Discussion guide development. AI-moderated fieldwork with adaptive probing. Thematic coding. Optional Senior Researcher synthesis. Every methodology step covered.
The methodology
Screener design and participant recruitment
Senior Researchers write screeners for the right consumer profile in each market. Quota logic, incidence validation, and recruitment timelines reviewed before fieldwork opens. 300M verified participants. 8-step quality check with a human review layer on every wave.
Senior Researchers write screeners for the right consumer profile in each market. Quota logic, incidence validation, and recruitment timelines reviewed before fieldwork opens. 300M verified participants. 8-step quality check with a human review layer on every wave.
Discussion guide development
Collaborative guide development between your team and the Senior Researcher leading the synthesis. Stimulus integration, projective techniques, and probing logic built in before a single interview runs. Reviewed and signed off before fieldwork opens.
Collaborative guide development between your team and the Senior Researcher leading the synthesis. Stimulus integration, projective techniques, and probing logic built in before a single interview runs. Reviewed and signed off before fieldwork opens.
AI-moderated interviews with adaptive probing
GetWhy's AI Moderator follows the discussion guide and probes based on what respondents actually say. Full verbatim captured. Every conversation scored live against the 17-criteria framework. No scripted follow-up lists. Genuine qual depth at the scale your sample requires.
GetWhy's AI Moderator follows the discussion guide and probes based on what respondents actually say. Full verbatim captured. Every conversation scored live against the 17-criteria framework. No scripted follow-up lists. Genuine qual depth at the scale your sample requires.
Thematic coding and synthesis
A Senior Researcher builds a thematic coding framework from the verbatim set. Codes applied consistently across all interviews. Emergent themes surfaced alongside hypothesis-driven analysis. The researcher who designed the guide runs the synthesis. No handoff.
A Senior Researcher builds a thematic coding framework from the verbatim set. Codes applied consistently across all interviews. Emergent themes surfaced alongside hypothesis-driven analysis. The researcher who designed the guide runs the synthesis. No handoff.
Senior Researcher validation before delivery
Every output is reviewed and signed off by a Senior Researcher before delivery. Topline available within 48 hours of fieldwork closing. Full synthesis report, video evidence of key verbatims, and GetWhy Stories for internal distribution. The coding framework included so your team can interrogate the analysis.
Every output is reviewed and signed off by a Senior Researcher before delivery. Topline available within 48 hours of fieldwork closing. Full synthesis report, video evidence of key verbatims, and GetWhy Stories for internal distribution. The coding framework included so your team can interrogate the analysis.
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.
topline to delivery
48 hrs
From fieldwork close to final synthesis
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.
topline to delivery
48 hrs
From fieldwork close to final synthesis
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 about AI qual methodology
Can AI moderation produce the same depth as 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 in the discussion guide and responds to what respondents actually say. The AI applies the same probing standard to every conversation. Interview 47 gets the same depth as interview 1.
In head-to-head testing, AI-moderated interviews generate 1.8x richer conversations than experienced human moderators. Adaptive probing follows every thread in the discussion guide and responds to what respondents actually say. The AI applies the same probing standard to every conversation. Interview 47 gets the same depth as interview 1.
How does GetWhy handle projective techniques and complex stimulus materials?
Stimulus materials, projective exercises, and concept cards are built into the discussion guide structure before fieldwork opens. The AI Moderator presents them at the right point in the interview and probes the response. Senior Researchers design the stimulus integration. Works across concept tests, pack tests, and creative evaluation.
Stimulus materials, projective exercises, and concept cards are built into the discussion guide structure before fieldwork opens. The AI Moderator presents them at the right point in the interview and probes the response. Senior Researchers design the stimulus integration. Works across concept tests, pack tests, and creative evaluation.
What is the role of the Senior Researcher versus the AI Moderator?
The AI Moderator runs the fieldwork. The Senior Researcher does everything that requires interpretive judgment: screener design, guide development, stimulus integration, live session review, thematic coding, and final synthesis sign-off. The AI scales the data collection. The researcher ensures the analysis is right.
The AI Moderator runs the fieldwork. The Senior Researcher does everything that requires interpretive judgment: screener design, guide development, stimulus integration, live session review, thematic coding, and final synthesis sign-off. The AI scales the data collection. The researcher ensures the analysis is right.
How does the coding framework work?
A Senior Researcher builds a thematic coding framework from the full verbatim set. Codes applied consistently across all interviews. Emergent themes surfaced alongside hypothesis-driven analysis. The coding framework is included in the deliverable so your team can interrogate the synthesis and build on it in future rounds.
A Senior Researcher builds a thematic coding framework from the full verbatim set. Codes applied consistently across all interviews. Emergent themes surfaced alongside hypothesis-driven analysis. The coding framework is included in the deliverable so your team can interrogate the synthesis and build on it in future rounds.
What does the output look like compared to a traditional qual debrief?
Topline available within 48 hours of fieldwork closing. Full synthesis report, video clips of key verbatims, and a GetWhy Stories package for internal distribution. The coding framework included. No 6-week wait for a 90-page deck that gets reduced to three bullet points in someone else's presentation.
Topline available within 48 hours of fieldwork closing. Full synthesis report, video clips of key verbatims, and a GetWhy Stories package for internal distribution. The coding framework included. No 6-week wait for a 90-page deck that gets reduced to three bullet points in someone else's presentation.
Senior researchers evaluating AI qualitative research
Book a demo to see how we make your research a growth engine
- 30-minute call with a Senior Researcher on our team.
- We walk through an example study end to end: screener, guide, moderated interviews, coding framework, and synthesis.
- You ask every methodology question you have. No commitment required.
