Built into the SurveyMR tool of InsightHub, PromptAI allows users to follow up verbatim responses to surveys with further prompts and questions.

The prompts are generated based on the participants’ answers and are guided by constraints specified by the research team.

FlexMR said that the new feature would help insight teams gain more rich and expressive qualitative data from surveys, while offering participants a personalised experience.

PromptAI follows the launch of TextMR in early 2024, which is a coding tool that surmises common themes, sentiment and content from a range of inputs, including community forums, survey questions and question boards.

PromptAI is currently available in FlexMR’s InsightHub platform.

Paul Hudson, chief executive officer at FlexMR, said: “AI represents one of the most significant opportunities for researchers since the advent of online research.

“We’ve seen, for some time, the lines between the traditional boundaries of qual and quant begin to erode. Now, with the launch of our PromptAI question type, and supported by intelligent text analysis, we’re enabling insight teams to scale qualitative research at an even greater speed.”

FlexMR technology lead Nana Akwah added: “By leveraging AI to generate tailored follow-up questions based on participant responses, we are significantly improving the depth and quality of the insights that research teams can collect.

“This innovation helps to uncover nuanced qualitative data and provides a more engaging survey experience. PromptAI adapts in real-time, capturing the most relevant information for richer context and deeper understanding of consumer behaviour.”