Customer interviews are important for every business, as they help businesses know what people like and dislike about their products and services. These interviews provide valuable feedback, helping businesses identify areas for improvement and make necessary changes to their products and services to enhance customer satisfaction. However, these interviews take a lot of time, especially when businesses need to gather feedback from many customers. Entropik’s AI moderator helps resolve this issue. This platform is designed to conduct qualitative interviews. This article reviews Entropik’s Decode, an AI-moderated interview platform that uses facial coding and voice AI for deep consumer research.
Entropik’s Decode: An AI-moderated interview platform
Entropik’s AI-moderated platform uses facial coding and voice AI for deep consumer research. Instead of asking predefined questions like traditional survey chatbots, it adapts its questions based on participants’ responses. It can also understand a participant’s emotional and behavioral signals during an interview session. Entropik AI moderator is powered by the Decode platform and AI interviewer Mira, making it the world’s premier Emotion AI-powered qualitative research platform.
Traditional qualitative research can provide detailed feedback, but it also comes with some challenges. Human-led qualitative interviews are slow, expensive, prone to moderator bias, and difficult to scale across global markets. Conversely, text-only AI interview tools fail to catch the “say-do gap”. Entropik solves this by combining adaptive AI moderation with multi-signal Emotion AI (facial coding, eye tracking, and voice tone analysis). The platform can conduct multiple interviews and deliver structured insights in 48 hours.
Language is the greatest barrier in human-assisted interviews. If a business wants to expand its reach globally, it may need to hire employees or researchers from different regions to overcome language barriers and better understand local customers. Entropik’s AI-moderated platform supports more than 70 languages, eliminating the language barrier. It can run interviews using adaptive AI moderation. It provides transcripts, emotion analytics, summaries, and clips instantly when sessions end.
The platform includes 17 emotion AI patents and delivers over 95% accuracy in facial expression analysis. It also follows enterprise security and privacy standards, including SOC 2 Type II, ISO 27001, and GDPR. More than 150 global brands trust it, including Unilever, Nestlé, and PepsiCo.
Key features of the Entropik AI-moderated interview platform
Let’s talk about some of the key features of Entropik’s AI moderator.
- Multi-signal emotion AI
- Adaptive probing and laddering
- Multilingual capability
- Instant synthesis and video highlight clips
- Stimulus-aware testing
1] Multi-signal emotion AI
A conventional interview captures only what a participant says. The Entropik platform is designed to detect and understand additional signals during an interview session. These additional signals include facial expressions, voice tone, and a customer’s attention or behavior.
The facial detection technology analyzes facial expressions during an interview session. The AI-moderated interview platform is designed to analyze facial movements to measure emotional responses, which are the key factor in understanding whether the customer likes or dislikes the product or service. Facial expressions matter because a participant’s spoken response does not always tell the whole story. For example, if someone says that an advertisement is interesting, their facial expressions and voice characteristics can provide additional context.
The platform also uses eye-gaze tracking to map exactly where users look, how long they focus, and what draws their attention. The platform is also capable of analyzing voice-related signals, such as tone and other speech characteristics. This helps you understand a customer better because the same sentence can be spoken with different emotional intensity, such as hesitation or excitement.
2] Adaptive probing and laddering
Entropik’s AI-moderated interview platform dynamically adjusts follow-up questions based on participant verbal responses and detected emotional cues. This is an important factor in qualitative research because the most important insight does not always come from the first answer. Look at the following conversation:
AI: Why did you prefer our company’s product?
Participant: It is cheaper than other brands.
AI: Do you consider any other factors when buying a product?
The follow-up question would reveal what features, beyond cost, a participant looks for when searching for cheap products.
3] Multilingual capability
The platform supports more than 70 languages, allowing companies to conduct interviews across multiple markets without creating separate workflows for different regions. This is particularly useful for brands that want to expand their global reach, as they can easily compare customers’ reactions across different countries. It can also reduce research costs by providing a centralized framework that lets organizations conduct interviews while participants interact in their preferred languages.
4] Instant synthesis and video highlight clips
Entropik automatically generates theme summaries, sentiment tags, and downloadable video highlight reels as soon as interviews finish. After conducting an interview, the next step is to analyze what participants said. Participants’ responses help organizations make informed decisions about next steps. Analyzing interviews manually can be time-consuming, especially when there are a large number of interviews to review. This is where Entropik comes in. Entropik’s AI Moderator automatically generates summaries, themes, sentiment information, and highlight clips from the sessions.
5] Stimulus-aware testing
It also supports stimulus-aware testing. This helps businesses know how customers react to specific products, designs, and services. For example, a company interviews on two different types of packaging designs of the same product. Now, AI can analyze the feedback and emotional responses to determine which packaging design gets more attention from customers.
Entropik core use cases
Let’s discuss some core use cases of the platform.
- CPG packaging and concept validation: Consumer Packaged Goods (CPG) companies can use AI-moderated interviews to test new packaging and new concepts for their products. For example, a brand can show participants two different packaging options and ask about their first impressions.
- UX and usability research: You can also use the AI Moderator on websites and mobile applications. Researchers can ask participants to perform tasks or discuss their experiences while the platform captures eye paths and moments of hesitation.
- Global market expansion: The platform supports more than 70 languages. Therefore, organizations can use it to conduct hundreds of concurrent interviews in local languages across multiple geographic regions simultaneously. This lets them collect customer feedback from multiple locations, helping them expand their global reach.
- Ad and creative pre-testing: The platform allows businesses to test advertisements before launching them. It helps researchers analyze how customers respond to different parts of an advertisement, so they can identify the most engaging parts and areas that need improvement.
Entropik Pricing guidance
Currently, the following two pricing tiers are available:
- Free
- Enterprise
The Free tier is suitable for startups and small-scale organizations. It includes 100 responses every month, 1 researcher seat, up to 3 studies per year, 5 GB storage, 100 monthly credits, AI-moderated interviews, emotion AI on selected responses, 5 AI creative prediction scans, and more. The following AI capabilities are included in the Free tier:
- Emotion AI – 10 responses/study
- Eye gaze tracking – Capped
- Text sentiment
- AI research Copilot – 10 queries/month
- AI creative insights – 5 lifetime creatives
- 1 AI report/month
The Enterprise plan includes advanced features and all the features included in the Free plan. Enterprise features include multi-team and multi-workspace support, AI-moderated interviews at scale, Emotion AI and eye gaze analytics, support for 103M+ global participants, and more.
For complete details on the pricing plans, visit their official website.
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