Participant-tailored probing questions
On the topics you want to explore, the AI follows each participant's emotional flow to dig into the deeper 'why.'
Brand Research
Research that shows where your brand stands with consumers
Ask directly about the reasons people recall, consider, and choose your brand.
Brand research that reads the structure of choice, from awareness to switching
Brand awareness and association structure
Identify the images, attributes, and usage situations associated with a brand, then tag association keywords to compare perception differences across brands.
Reasons for consideration and non-consideration
Ask why people include or exclude a brand from their consideration set, then tag key drivers and barriers using common criteria to compare brands.
Brand choice and switching structure
Understand why people choose their current brand and what prompted them to leave the previous one, then structure choice reasons, churn triggers, and switching paths.
Brand comparison and mapping
Compare your brand and competitors against the same criteria, tagging strengths, weaknesses, and choice criteria for brand mapping and competitive analysis.
Map your brand's position and the reasons consumers choose it
Proby's AI moderator asks about multiple brands using the same criteria while following each person's associations and reasons for choice in their own words. Free-form answers are tagged and organized against common criteria, making differences in brand perception and competitive dynamics comparable.
Ask at survey scale, retain interview depth
Multilingual
The AI moderator interviews in any language. Test overseas markets in one project—no local agency required.
Response quality, managed by AI
It doesn't stop at "it was fine." The AI moderator throws real-time follow-ups at short or vague answers, ensuring a consistent level of depth in every entry.
Qualitative data, quantified into tables
Hundreds of responses are auto-classified by theme and turned into metrics and tables. Cross-tabs by attribute are generated automatically, ready for your report.
FAQ