DEV Community: LAIBA CHAUHDRY

AI-Moderated Interviews: 5 Formats Modern Market Researchers Should Know

LAIBA CHAUHDRY — Wed, 14 Oct 2026 11:07:31 +0000

Key takeaways

An AI-moderated interview is a research interview led by an AI moderator that asks questions, follows up on vague or interesting answers and records everything for analysis.
There are five AI-moderated interview formats on Terapage: text, WhatsApp, voice, video and telephone (AI-powered CATI).
Text, WhatsApp, voice and video interviews share one four-step set-up; telephone interviews add campaign, participant import, test-call and compliance steps.
The right format depends on who your participants are and what you need to learn, from considered written answers to emotion, reactions and reach without internet.
Every format feeds the same AI analysis: searchable transcripts, speech maps, sentiment and intensity, AI excerpts and quote analysis.
AI has moved from experiment to everyday business practice. According to Amazon’s 2026 Unlocking Europe’s AI Potential research, 54% of European businesses now use AI, up from just 33% two years earlier. Market research is changing just as fast. Teams are expected to deliver deeper insight from more conversations, in more markets, in less time.

AI-moderated interviews meet that demand. One AI moderator can run hundreds of interviews at once, and each conversation keeps the depth of a one-to-one interview. But the format matters as much as the moderator: a busy shopper may prefer to reply on WhatsApp, while a rural respondent may only answer the phone.

This guide covers the five formats of AI-moderated interviews on Terapage: text, WhatsApp, voice, video and telephone. For each one, it explains when the format works best, how a study is set up and how the data is analysed.

What Is an AI-Moderated Interview?
An AI-moderated interview is a research interview led by an AI moderator. It is built on conversational AI, which IBM describes as technologies “such as chatbots or virtual agents, that users can talk to.” The AI moderator asks your questions, listens to each answer, follows up when an answer is vague or interesting, and records everything for analysis.

Instead of a fixed script, the AI moderator follows a discussion guide and responds to what each participant says, much like an experienced interviewer. New to the method? Start with this guide to conducting your first AI-moderated interview.
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How Does an AI-Moderated Interview Work?**
Researchers set up the study once, and the AI moderator then runs every interview, asks follow-up questions and records each answer for analysis. Text, WhatsApp, voice and video interviews share the same four-step set-up, while telephone interviews have their own.

1. Choose the AI-Moderated Interview Format
Researchers start by choosing how participants will interact with the AI moderator: an interactive video call, an interactive voice call or a guided text and chat interview. Chat interviews can also run on WhatsApp.

Figure 1: Choosing the interview mode for an AI-moderated interview on Terapage.

Figure 2: Selecting WhatsApp Chat as the chat channel for a guided text and chat interview.

2. Add the Study Objective, Questions and AI Probes
Next, researchers describe the study objective and research theme, and AI can generate the interview questions from it. Each question can then carry follow-up probes, which researchers write themselves or let AI suggest, so the moderator asks for more detail whenever an answer is short or unclear.

Figure 3: Adding the activity details and study objective so AI can generate interview questions.

Figure 4: AI-generated interview questions, each with its own follow-up probes.

Figure 5: Adding an interview question with follow-up probes for the AI moderator.

3. Set Up the AI Moderator
Researchers choose the moderator’s name, tone of voice, speech voice and avatar once. Every participant then hears questions asked in the same way, which keeps interviews consistent and free from interviewer bias.

Figure 6: Setting the AI moderator’s name, tone of voice, speech voice and avatar.

4. Review and Launch the Interview
Finally, researchers check the activity overview, questions, AI moderator, schedule and participant incentives on one screen. Participants can come from the existing study, an insight community or participant recruitment, and the interview is published in one click.

Figure 7: Reviewing an AI-moderated interview before publishing, with the schedule and participant rewards.

What Are the 5 Formats of AI-Moderated Interviews?
Every format uses the same AI moderator, adaptive probing and analysis. What changes is how participants take part. On Terapage, they can join on any device, through the channel that suits them best.

1. Text-Based AI-Moderated Interviews
In a text-based interview, participants type their answers at their own pace, usually on their phone. The AI moderator reads each reply and follows up on it, for example by asking participants to walk through a real example instead of giving a general opinion. When the interview ends, responses are saved instantly for analysis.

Best for:

Sensitive topics where participants prefer privacy
Participants who like to think before they answer
Studies that need clean written responses with no transcription

Figure 8: A text-based AI-moderated interview on mobile, from a follow-up probe to the completed screen.

Participants who prefer not to type can record their answer instead, and it is transcribed straight into the chat. Read more about what works in AI-moderated chat interviews.

Figure 9: A participant records an answer in a text-based AI-moderated interview, which is transcribed into the chat.

2. WhatsApp-Based AI-Moderated Interviews
In a WhatsApp-based AI-moderated interview, participants take part on a messaging app they already use every day. Researchers simply select WhatsApp as the chat channel during set-up. Participants can reply with text or voice notes, and the AI moderator follows up on each answer.

Best for:

Consumer and mobile-first audiences
Shopper and usage studies for consumer goods and services
Markets where WhatsApp is the main way people communicate

Figure 10: An AI-moderated WhatsApp interview on mobile, with a participant replying by voice note.

Participants can also share photos and screenshots during the conversation, such as an error message from a failed checkout, and the AI moderator probes for more detail.

Figure 11: A participant shares a screenshot in an AI-moderated WhatsApp interview and the AI moderator probes further.

3. Voice-Based AI-Moderated Interviews
In a voice-based AI-moderated interview, participants speak naturally with the AI moderator, just as they would on a call. Every answer is transcribed live, so tone, hesitation and detail are captured without anyone taking notes. Learn how AI-led automated interviews are transforming conversational research.

Best for:

Participants who find speaking easier than typing
Emotional or experience-led topics
Longer stories that lose detail in text

Figure 12: A voice-based AI-moderated interview on mobile, with a live transcript.

4. Video-Based AI-Moderated Interviews
In a video-based AI-moderated interview, the AI moderator appears as an avatar with real-time facial expressions. It listens to each answer and keeps a live transcript, much like a face-to-face interview. Researchers can preview the interview before launch. Our step-by-step guide to AI-moderated video interviews walks through the full set-up.

Best for:

User experience research
Concept, ad and product testing, such as online qualitative concept testing
Studies where seeing reactions adds meaning

Figure 13: Previewing a video-based AI-moderated interview, with the AI moderator listening and a live transcript.

Participants can join from a laptop or a mobile phone, so they can take part from wherever they are.

Figure 14: A participant taking part in a video-based AI-moderated interview on mobile.

5. AI-Moderated Telephone Interviews (AI-Powered CATI)

In AI-moderated telephone interviews, the AI moderator calls participants at scheduled times and conducts the interview naturally, asking questions and following up just as it does in the other formats. This brings AI to traditional phone-based research without the need for a call centre.

*Best for:
*

Participants who prefer phone calls
Audiences with limited internet access
Large-scale fieldwork with wide geographic reach
Public health and healthcare research across regions

How to Set Up an AI-Moderated Telephone Interview

Create the campaign: Researchers choose the campaign purpose, such as market research or recruitment, and add the research activity name and description.

Figure 15: Setting the campaign purpose and research activity details for an AI-moderated telephone interview.

Add questions and probes: AI drafts the questions and follow-up probes from the study description, and researchers review, edit or add to them before any calls are made.

Figure 16: AI-generated questions and follow-up probes for an AI-moderated telephone interview.

Add participants: Participants can come from the current study, a CSV file or connected tools such as Salesforce, with phone numbers checked automatically for missing or duplicate entries.

Figure 17: Adding participants to an AI-moderated telephone interview campaign.

Figure 18: Importing participants from Salesforce for an AI-moderated telephone interview.

Preview the call: Before launch, researchers choose the AI interviewer’s voice and tone, then place a short test call to their own phone to hear the interview exactly as participants will.

Figure 19: Previewing an AI-moderated telephone interview with a test call to the researcher’s phone.

5. Compliance Built Into Every Call
Compliance is managed inside the campaign. Researchers can keep a Do-Not-Call list, track opt-outs and check country rules before calls go out, so every participant is contacted responsibly.

Figure 20: Managing the Do-Not-Call list, opt-outs and country rules for AI-moderated telephone interviews.

6. Tracking and Analysing AI Telephone Interview Results
Once calls begin, one dashboard tracks participants, total calls, completions, answer rate, average duration and opt-outs. Researchers can read every transcript, review key takeaways, transcript insights and a word cloud, and use Talk to your data to ask questions in plain language. Read more about how AI telephone interviews work, or how recruitment teams use them to screen candidates faster.

Figure 21: A results and AI analysis dashboard for AI-moderated telephone interviews.

How to Choose the Right AI-Moderated Interview Format
The right format depends on who your participants are and what you need to learn. Use this quick guide to match each format to your study.

Figure 22: When to use each of the five AI-moderated interview formats, and what participants need.

Some conversations still need a person, such as very sensitive interviews or stakeholder sessions. For those, many teams combine AI-moderated interviews with live interviews through hybrid research.
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How Is Data From AI-Moderated Interviews Analysed?**
Analysis does not wait for fieldwork to end. AI-powered insights start working during the conversation and cover every format, so researchers can unlock insights with AI without coding answers by hand.

Transcripts and Speech Maps
Every interview has a searchable transcript, with an AI summary, AI analysis, word cloud and uploaded media in one place. Each participant answer is tagged, so researchers can quickly spot the most useful moments.

Figure 23: A searchable interview transcript with tagged participant answers and AI analysis tabs.

For group and spoken interviews, a speech map shows when each participant spoke and for how long, which helps researchers see who led the conversation.

Figure 24: A speech map timeline showing when each participant spoke and for how long.

AI Sentiment Analysis and Intensity
Responses are grouped into mood categories, such as positive learning or cautious optimism, and the granular sentiments behind them. Each mood shows its responses, share, average weight and strength. Learn more in our beginner’s guide to AI sentiment analysis.

Figure 25: Sentiment analysis of AI-moderated interviews, with mood categories and intensity.

The same results appear in a sentiment table that researchers can filter by emotion and strength, sort and export.

Figure 26: A sentiment table linking each emotion to a key participant statement.

AI Excerpts and Quote Analysis
The AI groups what participants said into topics and ranks them by the number of responses. Hovering over any topic reveals the verbatim quotes behind it.

Figure 27: AI excerpts ranking interview topics, with the verbatim quotes behind each one.

Quote analysis then ranks themes by how often they were mentioned, with every source quote one click away. Findings can move straight into reports and dashboards or branded insight reports.

Figure 28: Quote analysis ranking themes by how often participants mentioned them.

Consent, Security and AI Transparency in AI-Moderated Interviews
Consent is part of every study set-up. Before an interview begins, participants review and accept the study terms, such as a confidentiality agreement, through a mandatory e-consent. All responses are stored on a secure, GDPR-compliant platform, in line with Terapage’s AI transparency principles.

Figure 29: A mandatory e-consent that participants accept before an AI-moderated interview.
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Choose the AI-Moderated Interview Format That Fits Your Participants**
The best AI-moderated interview is the one participants are comfortable taking part in. Text suits considered answers, WhatsApp suits everyday engagement, voice and video capture emotion and reaction, and telephone reaches people that online methods miss. On Terapage, all five formats share one set-up, one AI moderator and one analysis workspace, alongside every other platform feature for in-house teams and research agencies.

Figure 30: Terapage’s five research products and shared platform features on one unified platform.
To try AI-moderated interviews on your next study, start a free trial or request a demo.

AI-Moderated WhatsApp Interviews: How Conversational AI Is Changing Participant Engagement

LAIBA CHAUHDRY — Wed, 14 Oct 2026 10:44:30 +0000

Key takeaways

An AI-moderated WhatsApp interview is a one-on-one qualitative research interview run automatically on WhatsApp by an AI moderator instead of a human moderator.
Participants reply in their own words, by text, voice note, image or video note, on an app they already use every day.
A six-step process covers the research objective, an AI-generated questionnaire, AI moderator set-up, scheduling and invites, the conversation itself and real-time AI analysis.
Conversational AI uses adaptive probing to ask follow-up questions, which studies link to more informative, specific and detailed answers than standard web surveys.
WhatsApp interviews suit exploratory "why" and "how" questions, but not audiences who are not on WhatsApp, studies that need to see reactions, or projects that cannot protect participant data.

You share a survey link.

Participants open it, answer hardly six to eight questions, and quietly close the tab.

Sound familiar?

The problem may not be your participants. It may be the format.

Traditional online surveys require participants to visit certain links in a compatible web browser such as Google Chrome or Opera.

For many people, this creates friction before they even begin. Others lose interest when questions feel repetitive, impersonal, or disconnected from their experiences. This leads to incomplete surveys, making research teams vulnerable to inadequate data.

Now, think of a format where people spend most of their day, such as texting, calling or replying to their friends, family, and co-workers. They are constantly sharing content without any barrier.

WhatsApp, with 3 billion users worldwide, is one familiar place where people can easily start a conversation.

Now add AI to that conversation, and participant engagement starts to look very different. Researchers can invite participants to answer open-ended questions, explore their experiences, and respond at a time that suits them. Conversational AI can also ask follow-up questions based on participants' responses, helping researchers explore topics beyond the initial question.

Understanding how AI-moderated WhatsApp interviews work can help researchers decide when this method is appropriate and how to use it responsibly.

What Is an AI-Moderated WhatsApp Interview?
An AI-Moderated WhatsApp Interview is a one-on-one qualitative research method for market research and candidate screening conducted automatically through WhatsApp by an AI Moderator/Agent rather than a human moderator.

Participants answer in their own words, using the app already on their phone. WhatsApp supports both typed messages and voice notes, which gives people flexibility in how they respond (Mavhandu-Mudzusi et al., 2022).

Figure 1: AI-Moderated WhatsApp Interview at Terapage using adaptive probing and conversational AI for high participant engagement.

How Does an AI-Moderated WhatsApp Interview Work?
Running an AI-moderated WhatsApp interview takes six steps, from defining the research objective to analysing responses in real time.

Step 1: Define Your Research Objective
Every research team has one key question to answer:

What does this study aim to explore?

To answer this, researchers establish clear goals and objectives based on what they want to understand, whether it is customer satisfaction and dissatisfaction, reactions to a new product concept, factors influencing purchase decisions, or participants' experiences with a particular service.

Clear and concise research objectives help the AI moderator identify relevant information, ask meaningful follow-up questions, and distinguish insights that contribute to the research question from responses that fall outside the study's scope.

Figure 2: Setting the research objective for an AI-moderated WhatsApp interview on online cart abandonment, including adaptive probing around checkout barriers, pricing, trust, delivery, and return policies.

Step 2: Prepare the Interview Questionnaire
A questionnaire is the backbone of any research study. If it is not carefully designed, even a well-planned study may fail to produce meaningful and reliable results. Therefore, designing an effective questionnaire is one of the most important tasks for any research team.

Modern research platforms like Terapage allow research teams to design questionnaires with the help of AI. Researchers can simply define their study objectives and goals, and AI can generate a complete questionnaire with adaptive probing, making the research experience more natural, engaging, and conversational.

However, this does not replace the role of research teams. Instead, it empowers them to review, edit, refine, and approve the questions and probes generated by AI. Researchers can ensure that each question is relevant, easy to understand, and phrased in a natural, conversational way while remaining aligned with the study's objectives.

Figure 3: Researcher can review, add and edit the AI-generated Questions for WhatsApp AI-Moderated Interview during activity design at Terapage.

Figure 4: Researcher Approving AI-Generated Questionnaire for WhatsApp AI-Moderated Interviews.

Step 3: Configure the AI Agent for WhatsApp Interviews
AI-moderated WhatsApp interviews are more than simple polls or tick-box surveys. They use conversational AI to conduct qualitative research through real-time, open-ended conversations with participants. An AI interview moderator asks relevant questions, follows up on participants' responses, and uses adaptive probing to explore their experiences, opinions, and motivations in greater depth.

The AI moderator plays a critical role in the quality of these interviews. Research teams can configure the AI agent's tone, personality, language, and accent according to their research objectives and target audience. This customisation creates more natural, engaging, participant-friendly conversations while keeping interviews aligned with the study's goals.

Terapage enables research teams to customize their AI moderators with a variety of tones and personalities and supports more than 30 languages for AI-moderated WhatsApp interviews. These capabilities help researchers conduct multilingual qualitative market research, engage diverse participant groups, and gather richer insights through conversational AI and adaptive probing.

WhatsApp chat is one of several AI-moderated channels on the same platform, alongside AI-moderated voice interviews, AI-moderated video interviews and AI telephone interviews, so teams can pick the format that best suits each audience

Figure 5: Researcher Selecting WhatsApp Chat for AI-Moderated Interview during Activity design in Terapage Workspace.

Figure 6: Research teams can configure their AI-Moderator/Agent for WhatsApp Interviews at Terapage.

Step 4: Schedule WhatsApp Interviews and Invite Participants
Once the AI moderator is configured, the next step in conducting AI-moderated WhatsApp interviews is to invite participants and schedule the interview campaign. Research teams can define the campaign launch date, end date, interview schedule, time zone, and target country to ensure interviews run according to the study's requirements.

Clear campaign dates and times help researchers coordinate participant engagement across regions and time zones. By aligning the interview schedule with participants' locations and availability, research teams can organise WhatsApp interview campaigns more efficiently and create a smoother research experience.

With Terapage, researchers can configure their AI-moderated WhatsApp interview campaigns around their research timelines and participant recruitment plans, helping them manage interview scheduling and coordinate data collection more effectively.

Figure 7: Researchers can configure interview schedule launch and end dates, time zones, country and conversation expiry for their AI-moderated WhatsApp interview.

Figure 8: Selecting Terapage's WhatsApp Contact Number to Communicate with Participants During AI-Moderated Interviews.

Figure 9: Researcher sending WhatsApp Invites to Participants for AI-Moderated Interviews.

Step 5: Conduct the Conversation and Enhance Participant Engagement with Conversational AI
The real advantage of AI-moderated WhatsApp interviews is their convenience. Participants can join a conversation directly through WhatsApp without downloading another app or logging into a new platform, which keeps the experience mobile-friendly from the very first message.

Using conversational AI, the moderator starts with a warm, friendly greeting to help participants feel comfortable sharing their thoughts. When an answer is unclear or incomplete, it asks relevant follow-up questions through adaptive probing to explore the response in greater depth.

For instance:

Initial question: What did you think of your recent online shopping experience?

Participant: It was okay, but delivery took too long.

Possible follow-up: How long did you expect delivery to take, and how did the delay affect your experience?

Figure 10: An AI moderator using adaptive probing on WhatsApp to explore why a participant's online payment failed, after the participant shares a screenshot of the checkout error.

This natural, conversational approach can improve participant engagement and help research teams gather richer qualitative insights through AI-moderated WhatsApp interviews.

Figure 11: Participants engaging in meaningful conversation on WhatsApp during AI-Moderated Interview.

Step 6: Get Real-Time Insights and AI-Powered Analysis
AI-moderated WhatsApp interviews do not end when the conversation is over. Research teams can receive participant responses and access AI-powered analysis in real time, helping them identify emerging themes and patterns without waiting for all interviews to finish. By combining conversational AI with real-time data analysis, Terapage helps researchers speed up data collection and turn participant feedback into actionable insights more efficiently. It helps research teams to generate:

AI-Powered Summaries
Sentiment Analysis
Tones/Emotions Detection
Themes/Coding
Taxonomies
Excerpts
Highlighted Reels

All of these outputs sit in one reports and analysis workspace, ready to turn into shareable insight reports.

Figure 12: AI-powered Sentiment Analysis of responses in real time for WhatsApp AI-Moderated Interviews.

Figure 13: AI-powered Excerpts generated from the participants' responses in real time for WhatsApp AI-Moderated Interviews.

Figure 14: AI-powered Sentiment Distribution and Emotion detection of responses in real time for WhatsApp AI-Moderated Interviews.

Why Does WhatsApp Offer a Different Research Experience?
If conversational AI is changing how participants engage, WhatsApp is where much of that change is happening. Here's why it works so well.
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Familiarity and Convenience** Participants who already use WhatsApp may find a messaging-based interview more familiar than an unfamiliar research application or a scheduled video call. They can interact through a channel they know, potentially reducing some practical barriers to participation. Participants simply open a chat on the app they check every day, so fewer people drop off before the first question (Manji et al., 2021).

2. Flexible Participation
Traditional interviews require participants and moderators to be available at the same time. Asynchronous messaging reduces this requirement, allowing participants to respond around work, family responsibilities, and other commitments. This flexibility is particularly useful for studies involving participants with different schedules. It does not guarantee higher completion rates, since lengthy conversations or poorly timed messages can still lead to disengagement.

3. Participants Can Type or Talk
Messaging allows participants to express themselves in their own words rather than choosing only from predefined response options. Similarly, not everyone enjoys typing long answers. WhatsApp supports both written messages and voice notes, so participants can reply the way that feels easiest to them (Mavhandu-Mudzusi et al., 2022). Additionally, they can also record a short video note, provide images or other supporting documents. This allows rich responses with ease without any extra effort, saving time and money.

Figure 16: Participant recording voice notes during WhatsApp AI-Moderated Interviews.

4. WhatsApp Interviews Reach Anywhere, Anytime
Chat interviews don't need a shared time slot. Participants can reply on a commute, during a break, or after dinner. There's no scheduling and no time-zone juggling, which opens the door to people who would never book a live call.

Figure 17: At Terapage, AI-Moderated Research is Multilingual and globally accessible.
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How Is Conversational AI Improving Participant Engagement in WhatsApp AI-Moderated Interviews?**
Participant engagement does not mean they are filling out forms and submitting responses. Qualitative Research involves deeper conversations, encouraging participants to explain their experiences, defend their choices, clarify their decisions and share evidence to support their point.

Therefore, conversational AI is improving participant engagement in AI-moderated WhatsApp interviews.

1. It Listens Before Responding
One key difference between an AI-moderated interview and a fixed questionnaire is the ability to ask follow-up questions based on what a participant says. For instance, if a participant says:

"The signup was too complicated."

Instead of moving on to the next question, the AI Agent would probe deeper and ask a follow-up question:

"As you mentioned the signup was too complicated, could you please elaborate on it or highlight the part that you found complex?"

Therefore, well-structured probes help researchers uncover motivations, reasons, expectations and concerns.

A 2025 study also supports this, as it tested four theory-based interview probes in a chatbot built to improve the quality of qualitative data (Jacobsen et al., 2025).

2. A More Flexible Pace
Asynchronous interviews allow participants to respond without necessarily remaining in a live session for the entire conversation. They may have time to reflect on a question before answering.

This can be helpful when exploring experiences that participants need time to recall. On the other hand, a long interview spread across multiple sessions may interrupt the flow of the conversation or cause participants to lose interest.

3. Delivers Better Answers to the Same Questions
People are more inclined towards sharing their responses when it is a chat involving day-to-day conversations. To validate this proposition, a study was conducted in 2020 by a group of researchers involving 600 respondents where half took a standard online survey, whereas the other half had a conversation with an AI-powered chatbot. The results were striking: the chatbot conversations produced answers that were significantly more informative, relevant, specific and clear (Xiao et al., 2020).

In short, the questions didn't change. The conversation did.

4. Opportunities for Reflection
A chatbot messaging conversation allows participants to have a free and unbiased conversation without fear of any judgement. A recent study published in PLOS Digital Health in 2026 examined a conversational AI agent deployed through WhatsApp in a community-based weight-management programme. The results found that AI's quasi-human interactional qualities fostered a sense of support while reducing social judgement, enabling more candid disclosure during conversations (Downes et al., 2026).
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Brings Depth to Scale** A human moderator can only talk to one person at a time. An AI moderator can hold many one-to-one chats at once, giving each participant the same patient, consistent experience from the first message to the last. Most of the time, surveys reach many people but lose depth for multiple reasons. AI-Moderated Interviews add depth along with scalability. Researchers at NORC at the University of Chicago have identified that AI-assisted conversational interviewing via textbot can elicit more specific, detailed, and informative open-ended responses as compared to web surveys (Barari et al., 2025).

When Can Researchers Use AI-Moderated WhatsApp Interviews?
AI-moderated WhatsApp interviews can be useful when researchers need to understand participants' experiences, opinions, and motivations through open-ended conversations.

Potential applications include:

Customer experience research
Product and concept testing
Consumer behaviour research
Service improvement
Longitudinal research
Geographically dispersed studies
The method is particularly useful when the research question is exploratory: researchers want to understand why something happens, how people experience it, or what they think about a particular issue.

When Should You Think Twice Before Choosing WhatsApp for Interviews?
AI-moderated chat isn't always the best choice. Consider another method when:

Your audience isn't on WhatsApp. Chat only reaches people who use it.
You need to see reactions. Chat can't capture facial expressions or body language, so an AI-moderated video interview may suit better.
The topic is highly complex or emotionally heavy. Chatbots can still struggle to interpret the huge variety of free-text replies people write (Xiao et al., 2020), and a human moderator may handle nuance better.
You can't protect participants' data. A scoping review found little attention to research ethics across WhatsApp studies, which is concerning given debates about the app's data protection (Manji et al., 2021). Build in e-Consent and secure data handling before you launch.

Figure 18: A quick checklist of eight checks to run before launching AI-moderated WhatsApp interviews, from research goals and probes to privacy, ethics and analysis.

The Future of Market Research Is Conversational and AI-Moderated
The future of market research is not just about collecting more data; it is about making conversations more natural, accessible, and meaningful for participants. AI-Moderated WhatsApp Interviews bring research into a familiar messaging environment, allowing participants to share their experiences in their own words while helping researchers gather insights more efficiently.

With conversational AI, real-time analysis, and flexible participant engagement, research teams can move beyond traditional surveys to explore the reasons behind consumer choices, preferences, and behaviours. Platforms like Terapage make this approach more practical by combining WhatsApp-based conversations with AI-powered interviewing and analysis.

As conversational AI continues to evolve, the real opportunity lies in using it responsibly to improve participant engagement, preserve the depth of qualitative insights, and support better-informed research decisions.

Figure 19: Terapage: An AI-powered all-in-one Market Research Platform.