Talking with machines: Chatbots as a powerful insights tool

João Pedro Calixto and Marcelo Chanis

This paper explores developing chatbots to conduct market research interviews that are simultaneously qualitative and quantitative and can rapidly obtain data at a low cost.

On-the-go chat surveys

The everyday use of technology has been changing our perspective regarding what we are as individuals, and what we are able to deliver. The access to technology has also been transforming us as consumers, changing our behaviours, values and our expectations related to brands. In addition, technology has been making way for new sources of competition in various industries over the years. It is the main transformation channel in the corporate world, and it has re-shaped models and businesses.

The marketing and communication world is going through challenges and transformations, in which traditional models are being replaced...

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