The Microsoft Research + Insights team has been exploring using AI and unstructured data to improve data quality in conjoint studies, working with PSB. Initial experiments explored using AI to create or augment samples, and conversational AI to probe respondent choices and use answers as: covariates. Results suggest AI enhances respondent engagement and model strength. Building on this, we report on an experiment comparing voice and text responses, and other work using AI to scale small sample size research for more robustness.
