QProbe: AI-Powered Survey Probing

Unlock deeper insights from open-ended survey responses

Introducing QProbe, Toluna’s generative AI-powered probing feature, designed to improve vague, incomplete, and superficial answers to open-ended survey questions. It automatically asks relevant follow-up questions that provide richer context, deeper understanding, and more valuable insights from every response.

Using dual layers of AI, QProbe identifies insufficient responses to open-ended survey questions and crafts personalized follow-up questions to prompt for more detail. By interpreting the associated image and video stimuli, QProbe can create more relevant follow-ups and gather more meaningful responses.

QProbe has demonstrated its success, prompting more detailed and nuanced responses in 65-90% of use cases. By helping to uncover deeper, broader human insights, it helps brands make better, more confident decisions.

QProbe is also available in Toluna Start Qual, where it not only provides the above benefits, but acts as a powerful moderation assistant. QProbe automates the probing of participant comments in qualitative research and frees moderators to focus on higher-value analysis and interpretation.

Contact our qualitative team to learn more →

Greater depth and scale, powered by AI

Rich, consistent responses

QProbe addresses vague or incomplete responses by generating personalized follow-ups that uncover greater nuance, context, and clarity. It ensures you receive richer, more consistent answers to your open-ended questions.

Higher-quality insights

QProbe is designed to enhance the quality and depth of open-ended responses. It provides researchers with richer, more meaningful feedback than typical responses to open-ended questions.

Flexibility and scale

QProbe can be applied to quantitative or qualitative research whenever written responses are collected, whether self- or full-service. Easy to deploy and available across 60 countries, it can be scaled to your research needs.

See QProbe in action

Combine AI features to unlock deeper insights

QProbe can be seamlessly combined with SmartCloud in Toluna Start to uncover deeper layers of insights. By applying sentiment coding and theme extraction SmartCloud helps to reveal patterns and perspectives that can be hard to spot in open-end responses. Together, QProbe and SmartCloud offer smarter, more powerful analysis, helping to uncover more meaningful insights.

QProbe and SmartCloud are part of Toluna’s growing suite of innovative AI-powered solutions and tools. Learn more about our AI vision and strategy here.

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Toluna Unveils QProbe: A Revolutionary AI-Powered Tool Introducing Conversational Research to Enhance Open-Ended Survey Responses.

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FAQs

QProbe is Toluna’s generative AI-powered probing feature for getting deeper, more meaningful answers to open-ended research questions. It identifies when a response is vague or incomplete and, when appropriate, automatically asks a personalized follow-up question to encourage greater detail, context, and nuance.

QProbe combines real-time, personalized probing with Toluna’s research expertise and integrated research technology. It considers the original question and individual response when deciding whether and how to probe, while AI stimulus understanding can add context from images and videos for more relevant follow-ups. With multilingual capabilities and integration across Toluna Start and Toluna Start Qual, QProbe can bring intelligent probing directly into quantitative and qualitative research workflows.

QProbe can be used across quantitative and qualitative research where open-ended feedback is collected. This includes custom surveys, Concept Testing and Pack Testing in Toluna Start, full-service quantitative research, and Toluna Start Qual projects. It can help explore reactions to concepts, packaging and advertising, brand perceptions, and changes in consumer attitudes, behaviors, and motivations.

Yes. When an open-ended question is linked to an image or video stimulus, QProbe can use AI to interpret the content before deciding whether and how to probe. This additional context helps generate more relevant follow-up questions based on what the respondent has seen or heard, making it particularly useful for research such as concept, pack, and advertising testing.

Yes. QProbe supports research across multiple markets and languages, with 64 supported cultures in Toluna Start. It can be used in both single- and multi-market studies, helping you gather richer open-ended feedback across different audiences. For multi-market surveys, QProbe is enabled in supported markets and languages, while the wider study can continue as usual in other markets.

Toluna’s testing shows that QProbe typically succeeds in generating additional detail from 65–90% of responses it identifies as insufficient. Testing has also found that adding a reasonable number of probes does not increase typical survey dropout.

In Toluna Start Qual, QProbe acts as an AI-powered moderation assistant. It can automatically prompt participants to expand on insufficient responses in blogs, discussions, diaries, and surveys, helping maintain momentum during fieldwork while allowing moderators to focus on more complex probing, analysis, and interpretation.

QProbe operates within Toluna’s secure technology ecosystem. Client survey data is not used to train OpenAI models, and survey data generated through QProbe remains owned by the client. Image and video stimuli processed by QProbe’s AI stimulus capabilities are not stored or reused by the AI after processing.