AI-based interviewing in opinion research
Is it time for AI to take over?
The recent FAZ article on Forsa’s new AI interviewer demonstrates one thing very clearly:
AI is transforming opinion research fundamentally — and faster than many expected.
What is particularly noteworthy:
- 50% lower personnel costs during the fieldwork phase
- Equal or better data quality compared to human interviewers
- More authentic responses and reduced social desirability bias
- Improved reach among young and hard-to-access target groups — including multilingual interviewing
- Flexible mix of spoken and written questioning
We are proud to have supported Forsa as their strategic AI partner in this project. The approach shows the full potential of generative AI when technology, process expertise and organizational transformation are aligned seamlessly.
For market research institutes, this marks the beginning of a new era:
Moving from isolated efficiency gains to structural competitive advantage through AI-conducted interviews — with ROI within 12 months and scalability across the entire research workflow.
The future of opinion research is not “synthetic” — it is based on real conversations, enhanced by AI.
If you’d like to learn more about the project or explore what this means for your own institute, let’s talk.
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