OvationMR is pleased to announce the launch of an innovative new EthOS feature: an AI Moderator that asks smart, context-driven follow-up questions based on participant videos, images, and text. This new capability helps researchers uncover deeper insights—without adding pressure to timelines or resources.

The AI moderator is powered by the integration of OvationMR's cutting edge QINT ResTech Systems Architecture (Qualibee's advanced AI probing technology) within the EthOS platform.

"We taught AI how to probe like a qual researcher. And now it lives inside EthOS," said Paul Chesterman, EVP Enterprise Products and Solutions at OvationMR. "This was one of the biggest reasons we were excited to bring EthOS into OvationMR, offering our clients an unprecedented combination of speed, depth, and clarity."

Why AI-Driven Probing Matters

Probing is where hidden insights; the golden nuggets of qualitative research are uncovered. However, when deadlines loom and teams juggle multiple projects, robust probing can be the first casualty of time constraints. The EthOS AI Moderator changes that, freeing researchers to prioritize both depth and efficiency:

• Choose which tasks trigger follow-ups: Stay in control by determining which parts of your study the AI should probe.
• Guide the AI on key themes or behaviors: Ensure the right topics and issues get explored while letting the AI do the heavy lifting.
• Keep certain tasks human-only: For moments requiring a personal touch or niche expertise, maintain full control of the process.

Bringing the Best of Qual Methods into One Platform

By integrating EthOS, OvationMR consolidates core strengths of qualitative and quantitative methods into a single workflow:

1. Context of Ethnography – Capture in-the-moment videos and images to see real-life environments and behaviors.
2. Structure of Surveys – Validate insights through robust quantitative questions that ensure themes are accurately measured.
3. Depth of Interviews – Harness AI-driven probing to delve into emotions and motivations, revealing the "why" behind participant responses.

Less Trade-Off, More Clarity

This unified approach replaces the need to compromise between speed and depth. With the EthOS AI Moderator, researchers gain enhanced flexibility, deeper insights, and faster turnaround. All within one streamlined platform.