At WUA, we continuously research how consumers orient themselves online for products and services. Which providers do they find? Which ones do they consider, what do they experience on different websites – and perhaps most importantly: why do they ultimately choose one party? Our insights give digital teams grip on the complete customer journey: from first search query to final purchase. They make visible how the customer experience is truly lived and help organizations improve their digital channels in a targeted way. Starting today, that insight becomes even smarter and more powerful. With the introduction of AI Interviewer and AI Insights, we take a big step in collecting and leveraging qualitative data. You get deeper answers, richer insights and faster overview of what's really happening – without having to manually sift through hundreds of responses. That means: more impact, less noise, and more time to make targeted improvements.
"We want to make it easier for our clients to understand faster and smarter what their digital customer experiences. With these developments, we make qualitative research scalable and insightful in a way that is truly applicable in practice. That ultimately delivers better choices and better results – and that's what we do it for."
Henk Kroezen – Founder & CEO
AI Interviewer: depth at scale
Traditional questionnaires have proven their value, but hit a limit: limited depth, no room for nuance, and static answers. That's where AI Interviewer brings change. AI Interviewer is a GenAI-driven questioning technique where an LLM (Large Language Model) dynamically engages in conversation with website visitors. Instead of a fixed list of questions, respondents now have a real conversation about their website experience. The AI first asks a main question, and based on the answer, smart follow-up questions automatically respond to what someone says. Just like a good interviewer, but at scale. In each study, a respondent has conversations about three providers. Per provider, the AI asks one main question, followed by two smart follow-up questions. This creates multiple layers of qualitative answers per respondent – with much more nuance, context and depth than with a fixed questionnaire. The result? Richer data about digital customer experience, and better insight into barriers and motivations that would otherwise remain hidden.
A practical example
While the first answer is still very open to interpretation, it ultimately turns out to be about unclear navigation around the crucial task: finding and opening a business account.
AI Insights: from raw input to sharp insights
A rich source of qualitative data is great – but how do you quickly extract the right insights from it, without manually reading through hundreds of responses? AI Insights is an intelligent summary layer in the Digital Market Tracker dashboard. The AI model processes all open responses from the AI Interviewer and automatically generates concise, sharp summaries. Based on hundreds of conversations, clear overviews emerge at different levels – about the website as a whole, and per theme. 
You immediately get grip on what's happening on your website, without having to manually plow through hundreds of responses. You see faster where the pain points are, which elements strengthen or hinder your website, and what drives customers in their orientation and choice process. This way you spend less time on analysis, and more on action.
"What we're introducing now is just the beginning. AI Insights becomes a platform function that keeps getting more powerful: soon you'll automatically compare providers with each other, discover trends over time, and connect what people experience with what they do. Our ambition is to make insights not only faster, but also smarter."
Yannick Ludwig - Head of Product
A foundation for a broader vision
AI Interviewer and AI Insights together form a foundation for a broader vision: fully automated market insights. A future where you not only understand faster what customers are saying, but also automatically discover what that means – for your brand, your market position and your optimization priorities. Imagine: you see at a glance how the customer experience on your website relates to that of competitors, which themes are emerging in the market, and what the underlying reasons are behind conversion fluctuations. Without having to set up analyses yourself. That's where we're working towards: a system that thinks along with you, provides insights and helps you make better decisions every day.
Better in, better out
In simple terms: AI Interviewer provides better input, AI Insights provides better output. Together they make qualitative customer insights more accessible, more usable and more future-proof. You get faster insight into what's happening, discover insights you would have missed before, and have more time left to really make impact in your digital team.
