At the recent Government and Social Research Conference 2025, HumanListening and Heartward Strategic teamed up to explore an intriguing question: Can Conversational AI unlock richer, more emotionally engaged data in social research? The answer, backed by a purpose-designed experiment with 3,800 Australians, is a resounding yes.
Tackling the complex and often sensitive issue of gender equality in Australia, the research tested three data collection approaches across three waves:
- Standard open-ended survey questions
- Standard Conversational AI (AI probing on general responses)
- Tailored Conversational AI (AI probes customized based on segment characteristics)
The participants were segmented using the Gender Compass framework, a typology designed to understand diverse attitudinal profiles around gender. The experiment yielded four key findings—all pointing to the power of Conversational AI:
1. Increased quantity of input
Participants using Conversational AI gave significantly longer responses compared to traditional open-ended questions. In other words, they had a lot more to say when they felt like someone (or something) was really listening.
2. More diverse topics
AI-powered probing uncovered a broader range of ideas and perspectives. This wasn’t just more data—it was richer data, spanning nuances often missed by traditional methods.
3. Greater emotional engagement
Emotionally expressive responses increased substantially, with respondents showing a wider variety of sentiments—including some that would typically stay under the radar.
4. More candour and underlying views
Tailored AI probes encouraged participants to reveal more socially sensitive or controversial views. Those who appeared indifferent were also nudged into sharing more thoughtful takes.
Why this matters for social research
The study revealed a clear edge for tailored conversational AI, which used segment-based training to ask more relevant follow-ups. This nuance allowed researchers to better engage both the highly opinionated and the seemingly disengaged.
For research professionals and marketers alike, this study is a game-changer. Conversational AI isn’t just about saving time—it’s about uncovering deeper truths. It offers:
- Scalable depth: Rich qualitative insights at quantitative scale
- Emotional intelligence: A better grasp on what people feel, not just what they say
- Inclusivity: A way to hear from voices that might otherwise stay silent
Whether you're designing brand trackers, social issue polling, or experience measurement, it's time to stop asking if AI belongs in research and start asking how best to use it.
If you’d like to learn more about the above research, check out our summary here.
