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Conversations with real people
Why your brand is moving
Directly in BrandIndex
Uncover the ‘why’ behind your brand performance
BrandIndex Voices is an always-on, AI-powered interviewing tool that lets you hear directly from real people – not just the loudest voices, but the quiet majority, too - and analyze their responses at scale.
Faster, more cost-effective qualitative insight, built directly into BrandIndex alongside your brand metrics.
Real consumer conversations, analyzed at scale
Metric-triggered conversations
Launch conversations directly from BrandIndex metrics like Awareness, Buzz, Satisfaction, and Recommendation.
AI-guided interviews
Adaptive conversations (up to 12 turns) explore depth, nuance explore depth, nuance, and emotion beyond static, open-ended questions.
Right-sized sample for confident insight
Directional insight can start around 30 interviews, and rich insight is typically reached at 100 to 150, with the option to extend where needed.
AI-led analysis and summarization
Themes, trends, sentiment, engagement scores, and executive summaries delivered in-tool.
Fully traceable insights
Every theme and insight links back to real consumer conversations and verbatim quotes.
Built on YouGov’s proprietary panel
Engaged, verified, globally consistent respondents with proven data accuracy.
Frequently asked questions
How does the AI interviewer work?
- BrandIndex Voices conversations begin with templated questions based on metrics from BrandIndex. Clients use the AI interviewer to run short, semi-structured follow-up interviews with YouGov members based on their BrandIndex survey answers. The AI interviewer adapts questioning based on their qualitative responses.
- This approach lets us explore why people hold a particular view, not just what they answered. The approach also surfaces adjacent thoughts about client brands and sectors that they may not have otherwise considered.
What kind of questions can I ask?
- BrandIndex Voices is designed to explain BrandIndex metric movements, so opening questions are standardized per metric (Satisfaction, Consideration, Buzz, etc.). You choose which metric and audience, and our AI interviewer will explore through a flowing conversation of adaptive follow-ups, designed to get you deep insights.
- For fully bespoke, custom research we recommend our qualitative team.
Is this a nationally representative or weighted sample?
As we conduct interviews to respondents who have responded in a certain way to certain questions, this will not be representative. This is designed to provide more depth to BrandIndex metrics, rather than provide comparative groups.
What does the output look like in the BrandIndex Voices tool?
Within BrandIndex, you will see AI analysis of the conversations:
- Summary: an overall engagement score, sentiment score and the number of conversations, and a short summary of key insights
- Themes: themes that came up frequently with consumers, grouped by engagement score and number of conversations.
- Sentiment score: Measures overall emotional tone toward a topic
- Engagement score: Measures how interested/involved participants are with a topic
- Selected customer quotes: you can deep-dive into themes to see three to five relevant quotes per theme
How do we trust AI-led interviews & analysis?
- We have a clear focus on governance and compliance to ensure ethical and appropriate use of AI. AI prompts are all designed and tested by our expert research team. Wider YouGov fraud controls apply.
- It's not a black box; every insight in the tool is fully traceable to real consumer conversations, quality-checked against human-labelled data, and surfaced transparently with themes, quotes, and sentiment.
Can I see full transcripts of consumer conversations with the interviewer?
- While we don’t publish full transcripts of respondent-level conversations, clients can access relevant quotes per theme.
- Clients get executive summaries and theme summaries separately. Quotes will be only available for the theme summary.
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Reality check: every decision you make impacts your brand, so you should ground it in real data on your audience. Leading organizations place their confidence in YouGov’s always-on, market leading intelligence tools and brand health tracking expertise.
