HSAD announced on the 4th the launch of "Survey Agent," an AI-based conversational consumer research solution.
Survey Agent is a research tool that explores consumer perceptions through one-on-one conversations with artificial intelligence. The AI interacts with respondents in real time to conduct interviews. A key feature is that it goes beyond simply tallying responses to analyze the underlying meaning and context.
Survey Agent is designed to capture both qualitative depth and quantitative scale through its AI-based conversational structure. When users input research objectives and key points to verify during the survey design phase, the AI recommends questions. When researchers design questions themselves, an AI assistant provides feedback on question sequence and composition. Once design is complete, the system analyzes collected responses for key keywords, contextual meaning, and emotional sentiment.
Results are delivered through a "Results Summary Dashboard" and "Survey Intelligence" features. The Results Summary Dashboard visualizes AI-analyzed survey results in charts and graphs for quick comprehension. Extended analysis capabilities include response trend analysis by age group, sentiment analysis for specific questions, and advertising insight extraction.
HSAD said the launch of Survey Agent expands its existing AI-based marketing framework, built through Brand Agent, into the consumer research phase.
"Ultimately, the starting point of marketing is a deep understanding of consumers," said Lee Sung-jae, CSO of HSAD. "Survey Agent is a tool that reads consumer responses to questions more precisely, and will provide faster support for brand decision-making in a marketing environment being reshaped around AI."