--- title: Will Chatbots Change Market Research Trends? description: Market research trends can change with the aid of chatbots, which have the potential to put the conversational element back into the survey taking process. image: http://www.d8aspring.com/hubfs/Blog/648.jpg --- [![Go to Home](https://www.d8aspring.com/hubfs/dataSpring/common/dataSpring-logo.svg "Go to Home")](https://www.d8aspring.com/) - About [About dataSpring](https://www.d8aspring.com/company) Get to know your Asian panel insights provider. [Meet the Team](https://www.d8aspring.com/team) We aspire to be visionary, passionate, and relentless drivers of dataSpring values. [Careers](https://www.d8aspring.com/careers) See our current openings and let’s build great things together! [Visit Us](https://www.d8aspring.com/visit-us) Check out our offices in key cities across Asia. - Products dataSpring Panels [Asian Sample](https://www.d8aspring.com/asian-sample) We’re ready to serve your research needs with our expansive coverage in Asia. [Panel Sources](https://www.d8aspring.com/panel-sources) Our secure data comes from proprietary panels, API integration, and third-party partners. [Panel Quality](https://www.d8aspring.com/panel-quality) Our industry-leading Quality Check System ensures data validity and valuable insights. [Operations](https://www.d8aspring.com/operations) Enjoy convenient 24/7 support from our highly-capable Springers who speak your language. [Get Our Panel Book](https://www.d8aspring.com/download-panel-book) Solutions [Products](https://www.d8aspring.com/products) Complete your requirements with our reliable platforms. [Services](https://www.d8aspring.com/services) We provided solutions for every stage of your projects. [Mobile Platform](https://www.d8aspring.com/mobile-platform) Draw in-the-moment insights from Asian mobile consumers with our all-in-one platform. [Check our mobile capabilities](https://www.d8aspring.com/download-mobile-capabilities) - Resources Get started [Understanding Online Research Panels](https://www.d8aspring.com/understanding-online-research-panels) [Mobile Research Essentials](https://www.d8aspring.com/mobile-research-essentials) [Downloadable Media](https://www.d8aspring.com/resources) [Newsletter](https://www.d8aspring.com/newsletter) [Press Releases](https://www.d8aspring.com/press-release) Resources [Blogs](https://www.d8aspring.com/blog) Read more on topics about online research solutions to get you started. [Eye On Asia](https://www.d8aspring.com/eye-on-asia) Check out the latest trends in Asia and learn valuable local insights. [dS Insights](https://www.d8aspring.com/ds-insights) Relevant and beneficial market research content, updated regularly. [Eye On Asia Podcast](https://www.d8aspring.com/eye-on-asia-podcast) Listen to the latest market research news and trends in Asia in dataSpring's monthly podcast. リソース [ブログ](https://www.d8aspring.com/ja/blog) マーケティングリサーチやアジア諸国の情報について [Eye On Asia](https://www.d8aspring.com/ja/eye-on-asia) アジアの最新トレンドをチェックして、現地の貴重な情報を知ることができます。 [最新のインサイト情報](https://www.d8aspring.com/ds-insights) アジア地域のパネルについては、毎月実施される自主調査より詳しい情報をご確認いただけます。 [Eye On Asia Podcast](https://www.d8aspring.com/eye-on-asia-podcast) Eye On Asia Podcastにて、最新のアジアのマーケティングリサーチに関するニュースやトレンドを聞くことができます。 - [Ask dataSpring](https://www.d8aspring.com/help) - [Contact Us ](https://www.d8aspring.com/contact) [![dataSpring](https://www.d8aspring.com/hubfs/dataSpring/common/dataSpring-logo.svg)](https://www.d8aspring.com/) - About - [About dataSpring](https://www.d8aspring.com/company) - [Meet the Team](https://www.d8aspring.com/team) - [Careers](https://www.d8aspring.com/careers) - [Visit Us](https://www.d8aspring.com/visit-us) - Products - [Asian Sample](https://www.d8aspring.com/asian-sample) - [Panel Sources](https://www.d8aspring.com/panel-sources) - [Panel Quality](https://www.d8aspring.com/panel-quality) - [Operations](https://www.d8aspring.com/operations) - [Products](https://www.d8aspring.com/products) - [Services](https://www.d8aspring.com/services) - [Mobile Platform](https://www.d8aspring.com/mobile-platform) - Resources - [Understanding Online Research Panels](https://www.d8aspring.com/understanding-online-research-panels) - [Mobile Research Essentials](https://www.d8aspring.com/mobile-research-essentials) - [Blogs](https://www.d8aspring.com/blog) - [Eye On Asia](https://www.d8aspring.com/eye-on-asia) - [dS Insights](https://www.d8aspring.com/ds-insights) - [Eye On Asia Podcast](https://www.d8aspring.com/eye-on-asia-podcast) - [Downloadable Media](https://www.d8aspring.com/resources) - [Newsletter](https://www.d8aspring.com/newsletter) - [Press Releases](https://www.d8aspring.com/press-release) - Resources - [オンラインパネルについて](https://www.d8aspring.com/understanding-online-research-panels) - [モバイルリサーチの必要性について](https://www.d8aspring.com/mobile-research-essentials) - [ブログ](https://www.d8aspring.com/ja/blog) - [Eye On Asia](https://www.d8aspring.com/ja/eye-on-asia) - [最新のインサイト情報](https://www.d8aspring.com/ds-insights) - [Eye On Asia Podcast](https://www.d8aspring.com/eye-on-asia-podcast) - [ダウンロード](https://www.d8aspring.com/resources) - [ニュースレター](https://www.d8aspring.com/newsletter) - [プレスリリース](https://www.d8aspring.com/press-release) - [Ask dataSpring](https://www.d8aspring.com/help) [Contact Us](https://www.d8aspring.com/contact) [Home](https://www.d8aspring.com/)Resources[Blog](https://www.d8aspring.com/blog) # Blog Relevant and beneficial market research content, updated regularly. # Will Chatbots Change Market Research Trends? Written by [dataSpring Editors](https://www.d8aspring.com/blog/author/dataspring-editors) | Est. reading time: 3 minute(s) ![Will Chatbots Change Market Research Trends?](https://www.d8aspring.com/hs-fs/hubfs/Blog/20180318-Will-Chatbots-Change-Market-Research-Trends-Photo-1.jpg?width=680&name=20180318-Will-Chatbots-Change-Market-Research-Trends-Photo-1.jpg) Chatbots, helpful (or annoying) little web or mobile programs designed to mimic human conversations, have been around for years. Deployed for customer service, self-help, knowledge sharing, and other applications, early versions were often as frustrating as automated phone trees. They clumsily looked for keywords in order to supply information. But if the human part of the conversation went 'off-script' the bot could not respond. Recently however, advances in artificial intelligence (AI) and [natural language processing](https://www.sas.com/en_us/insights/analytics/what-is-natural-language-processing-nlp.html) (NLP) have enabled chatbots to make it difficult for people to distinguish if they are having a conversation with a bot or a human. So, what does this have to do with market research? For a long time, research was a conversation, either face-to-face or over the telephone. Online and mobile moved the industry toward a self-administered model, more closely mimicking pencil and paper surveys. Chatbots have the potential to put the conversational element back into the survey taking process. ![The Chatbot Survey Experience](https://www.d8aspring.com/hs-fs/hubfs/Blog/20180318-Will-Chatbots-Change-Market-Research-Trends-Photo-2.jpg?width=680&name=20180318-Will-Chatbots-Change-Market-Research-Trends-Photo-2.jpg)   # The Chatbot Survey Experience Just like [mobile questionnaire design](https://www.d8aspring.com/blog/best-practices-for-questionnaire-design-in-mobile), structuring a chatbot survey will require rethinking the survey process. Messenger-type chats between humans or between bots and human are generally short, truncated and to the point, designed to convey information. This is counter to the direction online market research has been heading, with longer, more complicated surveys being deployed. But the industry is beginning to recognize the importance of respondent experience as cooperation rates fall. Organizations like the Japanese Market Research Association (JMRA) have issued new guidelines in an effort to help enhance the survey taking experience (see the blog entry *[Understanding Questionnaire Design in Japan](https://www.d8aspring.com/blog/understanding-questionnaire-design-in-japan)*).   # SNS and Chatbots A chatbot-powered survey experience would have the potential to be a much more 'enjoyable' experience for a respondent. Michigan State University and YouGov recently experimented with using Facebook's Messenger chatbot to conduct a consumer electronics survey. The experiment used identical surveys using a Messenger bot and a traditional online survey. In deference to the chatbot platform, the survey used a series of Yes/No questions regarding the intent to purchase consumer electronics and follow-up open-ended questions. Those who completed the survey via the Facebook Messenger chatbot rated the overall survey experience significantly higher than those who took the web-based survey on a mobile device. This would seem to speak to the ease and intuitive nature of the interface. ![When to Use Chatbots for Your Research](https://www.d8aspring.com/hs-fs/hubfs/Blog/20180318-Will-Chatbots-Change-Market-Research-Trends-Photo-3.jpg?width=680&name=20180318-Will-Chatbots-Change-Market-Research-Trends-Photo-3.jpg)   # When to Use Chatbots for Your Research From a data collection standpoint, chatbot-powered research will have limitations. Just as the mobile interface is not well-suited to many of market research's staple [question types](https://www.d8aspring.com/blog/survey-software-must-haves-5-advanced-question-types) (eg., matrix, sliders, lists), chatbot research through a messenger-type app will suffer the same limitations. Advanced methods such as conjoint, max/diff, and trade-off will also continue to be run through traditional online methods. One area that chatbots seem particularly suited for are mass qualitative studies. Using the power of natural language processing, bots would have the ability to probe deeply, closely resembling a human moderator. And in fact, an AI programmed bot would actually 'learn' by using the gathered data and statistics to generate more intuitive probes. In addition, chatbots would never miss a chance to probe or ask a follow-up question, as a tired human may. Chatbots also have interesting applications for shopper marketing, diary studies, and experiential research. Instead of deploying a question and answer survey while a respondent is shopping or engaging in a behavior, a chatbot could have a 'conversation' during the experience, recording all the thoughts and emotions as they happen.   # Final Thoughts So, are chatbots the future of market research? Yes! But they will be a part of the future, not 'The' future of market research. Just like every new data collection technique (even phone research was once considered new!) the chatbot will force the industry to adapt and adopt, ultimately providing researchers and consultants with another tool for the toolbox. For more insights on market research trends, [check out our Eye on Asia page](https://www.d8aspring.com/eye-on-asia). [![](https://no-cache.hubspot.com/cta/default/421428/9607fc18-1767-43a9-824e-104a84b792b8.png)](https://cta-redirect.hubspot.com/cta/redirect/421428/9607fc18-1767-43a9-824e-104a84b792b8) Published May 16, 2018 09:05 PM Topics: [Online Market Research](https://www.d8aspring.com/blog/topic/online-market-research),  [Chatbot](https://www.d8aspring.com/blog/topic/chatbot) ## Don't forget to share this post! [**](https://www.facebook.com/sharer/sharer.php?u=https%3A%2F%2Fwww.d8aspring.com%2Fblog%2Fwill-chatbots-change-market-research-trends) [**](http://www.linkedin.com/shareArticle?mini=true&url=https://www.d8aspring.com/blog/will-chatbots-change-market-research-trends) [**](https://www.twitter.com/share?url=https%3A%2F%2Fwww.d8aspring.com%2Fblog%2Fwill-chatbots-change-market-research-trends) # Related Articles [7 Common Questionnaire Mistakes Market Researche...](https://www.d8aspring.com/blog/7-common-questionnaire-mistakes-market-researchers-should-avoid) Most experienced researchers and consultants can put together an effective survey instrument, but even then, small issues can creep into the questionnaire that can compromise quality, introduce bias o... [Read more](https://www.d8aspring.com/blog/7-common-questionnaire-mistakes-market-researchers-should-avoid) [Understanding Questionnaire Design in Japan](https://www.d8aspring.com/blog/understanding-questionnaire-design-in-japan) Although the fundamentals of questionnaire design are fairly universal, taking into consideration key differences in the Japanese market will help ensure you get maximum value and insight from your st... [Read more](https://www.d8aspring.com/blog/understanding-questionnaire-design-in-japan) # Contact us anytime 24/7! One of our Springers will be in touch with you within 24-48 hours to follow up on your request. [Contact Us](https://www.d8aspring.com/contact) - [About dataSpring](https://www.d8aspring.com/company) - [Asian Sample](https://www.d8aspring.com/asian-sample) - [Mobile Platform](https://www.d8aspring.com/mobile-platform) - [Services](https://www.d8aspring.com/services) - [Contact Us](https://www.d8aspring.com/contact) # PANEL BOOK ![Thumbnail of the cover of dataSpring Panel Book](https://www.d8aspring.com/hs-fs/hubfs/dataSpring2020/img/footer-panel-book@2x-1.png?width=240&height=172&name=footer-panel-book@2x-1.png "Thumbnail of the cover of dataSpring Panel Book") Check out dataSpring's panel coverage in this downloadable ebook. [![](https://www.d8aspring.com/hubfs/dataSpring2020/img/ic-download.svg)Download Panel Book](https://www.d8aspring.com/download-panel-book) # NEWSLETTER Stay updated on market research trends and get tips on conducting surveys online. # FOLLOW US [![dataSpring Facebook Page](https://www.d8aspring.com/hubfs/dataSpring2020/img/ic-sns-circle-facebook.svg)](https://www.facebook.com/d8aSpring-1489255404720810/) [![dataSpring Twitter Page](https://www.d8aspring.com/hubfs/dataSpring2020/img/ic-sns-circle-twitter.svg)](https://twitter.com/d8aspring) [![dataSpring LinkedIn Page](https://www.d8aspring.com/hubfs/dataSpring2020/img/ic-sns-circle-linkedin.svg)](https://www.linkedin.com/company/d8aspring) - Tokyo **+81 3-5294-5970** - Shanghai **+86 21-5238-7703** - Seoul **+82 2-778-6051** - Manila **+63 2-8899-3862** - Singapore **+65 9001-1137** - Los Angeles **+1 718-404-9260** - London **+44 7724-025-169** [Privacy policy](https://www.d8aspring.com/privacy) · [Terms of use](https://www.d8aspring.com/terms) © 2026 dataSpring Inc. Know today, Power tomorrow [INTAGE GROUP](https://www.intageholdings.co.jp/) ![footer-association-logo_2026@2x](https://www.d8aspring.com/hs-fs/hubfs/footer-association-logo_2026@2x.png?width=600&height=103&name=footer-association-logo_2026@2x.png "footer-association-logo_2026@2x") [**](https://www.d8aspring.com/blog/will-chatbots-change-market-research-trends#) # NEWSLETTER Stay updated on market research trends and get tips on conducting surveys online. - About Us - [About dataSpring](https://www.d8aspring.com/company) - [Asian Sample](https://www.d8aspring.com/asian-sample) - [Mobile Platform](https://www.d8aspring.com/mobile-platform) - [Services](https://www.d8aspring.com/services) - Our Offices - [Tokyo: +81 3-5294-5970](tel:81352945970) - [Shanghai: +86 21-5238-7703](tel:862152387703) - [Seoul: +82 2-778-6051](tel:8227786051) - [Manila: +63 2-8899-3862](tel:63289624643) - [Singapore: +65 9001-1137](tel:6590011137) - [Los Angeles: +1 718-404-9260](tel:17184049260) - [London: +44 7724-025-169](tel:447724025169) - [Contact Us](https://www.d8aspring.com/contact) [![dataSpring Facebook Page](https://www.d8aspring.com/hubfs/dataSpring2020/img/ic-sns-circle-facebook.svg)](https://www.facebook.com/d8aSpring-1489255404720810/) [![dataSpring Twitter Page](https://www.d8aspring.com/hubfs/dataSpring2020/img/ic-sns-circle-twitter.svg)](https://twitter.com/d8aspring) [![dataSpring LinkedIn Page](https://www.d8aspring.com/hubfs/dataSpring2020/img/ic-sns-circle-linkedin.svg)](https://www.linkedin.com/company/d8aspring) ![footer-association-logo_2026@2x](https://www.d8aspring.com/hs-fs/hubfs/footer-association-logo_2026@2x.png?width=400&height=69&name=footer-association-logo_2026@2x.png "footer-association-logo_2026@2x") © 2026 dataSpring Inc. Know today, Power tomorrow [INTAGE GROUP](https://www.intageholdings.co.jp/) [Privacy policy](https://www.d8aspring.com/privacy) · [Terms of use](https://www.d8aspring.com/terms) [**](https://www.d8aspring.com/blog/will-chatbots-change-market-research-trends#)