Attest launches AI-moderated interviews for research

Attest has launched Attest Explore, an AI-moderated interview product for consumer research that adds qualitative interviews to its existing quantitative research platform.

The London-based business says the product is designed to meet demand from brands that want qualitative and quantitative research in one system rather than across separate tools.

Attest Explore allows research, marketing and product teams to run one-to-one interviews with consumers and receive results within days. The interviews are conducted with real consumers and are designed to adapt during the conversation while remaining under the researcher's control.

The launch comes as companies face closer scrutiny over data quality and credibility in research. Attest says its approach combines AI-led moderation and analysis with independently verified research methods and human respondent input.

Integrated research

The product builds on Attest's established quantitative research offering by extending the platform into qualitative interviewing. Users can connect findings from both forms of research to build a broader view of customer attitudes, motivations and behaviour.

Researchers begin by creating an interview guide through Compass, Attest's AI research co-pilot. The guide is generated from a brief and can then be edited to reflect the aims, structure and probing questions required for a study.

The AI moderator then runs one-to-one interviews with consumers, following the researcher's guide while probing further when appropriate.

After the interviews are completed, Compass analyses the transcripts to identify themes, sentiment, insights and recommendations. Those outputs are linked to verbatim transcript excerpts so researchers can see the basis for each finding.

Data quality

Attest is positioning the launch against wider concern about research reliability, especially as more AI-based tools enter the market. It argues that some qualitative-first products lack quantitative grounding, creating demand for integrated platforms that can offer speed alongside methodological rigour.

Earlier this year, Attest signed the Global Data Quality Excellence Pledge, which it says reflects its focus on transparent research practices and independent verification.

That emphasis on data integrity also underpins Attest's case for combining AI tools with direct input from human participants rather than relying solely on synthetic or automated approaches.

AI-moderated interviews are particularly useful for exploratory work, helping teams test assumptions and develop hypotheses before moving into broader measurement, according to Attest. By linking those interviews with survey-based research, brands can move from early qualitative signals to larger-scale validation within the same platform.

Platform strategy

The launch marks a further step in Attest's broader effort to bring different research methods and workflows together in one product. The company wants to move consumer insight work away from isolated, project-based studies and towards a connected system that stores methods, audiences and findings in one place.

That reflects a broader market trend as research technology providers try to reduce fragmentation between tools used for surveys, interviews, analysis and reporting. For brands, the appeal is shorter research cycles and less need to stitch together findings from separate suppliers or software products.

Attest says traditional qualitative projects often take weeks to complete, while the new workflow can return results in days. It is betting that speed, paired with credible respondent data and clearer links between qualitative and quantitative evidence, will appeal to marketing, product and research teams under pressure to make decisions quickly.

"The launch of Attest Explore is the first step in our broader platform vision for an integrated insights solution that customers can really trust. While high-quality insights on shifting consumer trends have never been more important, they are increasingly hard for brands to access. With Attest Explore, we're keeping the real human insights that brands know they can trust at the core of our offering, bringing in AI to streamline and accelerate the user experience. This offers a deep understanding of consumers that brands can deploy quickly to shape key business decisions," said Todd Latham, Chief Executive Officer at Attest.