We analyzed our customers' most common use cases for AI-moderated interviews. Here are the top 7.

We often get asked: What are the best use cases for AI-moderated interviews?

It’s a tough question to answer because we see a wide variety across both B2B and B2C customers.  AI-moderated interviews are versatile and flexible to meet any team’s needs—whether it’s adapting to different interview lengths, language requirements, or schedule constraints. AI moderation can make it happen!

We analyzed our customers’ most common use cases for Strella. Here are the top 7 (in no particular order):

Concept Tests

Overview: Whether it’s a product manager looking to develop and prioritize their feature roadmap, a designer testing different interfaces, or a CPG brand evaluating the next launch, concept tests provide a customer-centric and data-driven way to make key product decisions. In an AI-moderated interview environment, concepts are displayed on-screen as images, videos, live websites, or prototypes. Participants are asked dynamic follow-up questions to uncover what resonates and why, while researchers observe live reactions and interactions. Throughout the interview, researchers can embed multiple choice or ranking questions to put hard numbers behind the qualitative responses.

Benefits of AI moderation:

• Combine quantitative and qualitative insights for a holistic understanding
• Easily scale and repeat tests across multiple markets or cohorts
• Ensure consistent moderation for unbiased, objective results

Customer Purchase Journey

Overview: Whether you’re looking to increase website conversion rates, boost click-throughs on search engines, or understand purchasing decisions on marketplaces like Amazon, AI moderation enables researchers to deeply understand what is going through their consumers’ heads while they are shopping online. During AI-moderated interviews, participants navigate live websites while completing tasks and sharing their thoughts - all while their audio, video and screen are being recorded. These recordings are converted into AI-generated insights and highlight clips, highlighting the key purchasing criteria and factors influencing conversions or drop-offs.

Benefits of AI moderation:

• Capture authentic behaviors without the “Hawthorne effect”
• Provide flexibility for participants to engage when convenient - including when they are actually looking to make a purchase
• Easily pair what a participant says with their actual on-screen actions and behavior

Ad/Messaging Testing

Overview: AI moderation enhances traditional A/B testing by combining qualitative insights with quantitative metrics - making it easier to test concepts before going to market for higher ROI, and to understand what is working and what isn’t. Participants interact with multiple concepts (e.g., images, videos, or prototypes) while responding to dynamic follow-up questions. Researchers can analyze preferences and uncover the factors driving engagement

Benefits of AI moderation:

• Combine hard data with qualitative “why” insights
• Streamline analysis by comparing results across audience segments
• Ensure consistent moderation for unbiased, objective results

Customer Feedback

Overview: Whether running a quick NPS interview or an in-depth discussion, AI-moderation can adapt to any use case - giving the customers a convenient and comfortable environment where they are free to share their honest opinions, and giving the researcher the richness and depth needed to make more informed decisions, without compromising speed. Provide specific follow up guidance to probe into key topics of interest or keywords - ensuring you are gaining the most valuable and relevant insights from each customer.

Benefits of AI moderation:

• Collect richer insights compared to static survey formats
• Gain brutally honest feedback
• Enhance engagement by triggering feedback at key moments

Usability Tests

Overview: Run AI-moderated usability tests of wireframes, prototypes, live websites, apps and more. Participants complete predefined tasks while narrating their thoughts aloud and responding to dynamic follow-up questions. Researchers can evaluate task completion rates and review participant interactions via AI-generated highlight reels. Once enough feedback is collected, researchers can rapidly iterate and make adjustments in real time, accelerating product development timelines.

Benefits of AI moderation:

• Create a judgment-free environment to reduce participant test anxiety
• Combine convenience of unmoderated tests with the depth of human-moderated interviews
• Record on-screen actions for detailed post-interview analysis
• Test and iterate on prototypes

Competitive Analysis

Overview: AI-moderated interviews provide insight into how customers perceive your product, website or brand compared to competitors - while keeping the conversation neutral, unbiased and objective. Watch participants interact with competitor offerings while responding to follow-up questions that reveal preferences, decision drivers and where you are leading or lagging vs. competitors.

Benefits of AI moderation:

• Run blinded research without needing to bring on a third party
• Eliminate bias to collect objective and honest responses
• Record on-screen actions for detailed post-interview analysis

General Discovery

Overview: Whether you're exploring a new topic and looking to gain a comprehensive understanding of users' emotions, frustrations, and behaviors or diving deep into a specific niche, AI moderation can help. It combines the depth of traditional interviews with the scale of surveys, empowering researchers to uncover rich insights in hours, not weeks. With dynamic follow-ups, researchers can probe key topics in real time, ensuring an engaging and conversational experience—all while conducting hundreds of interviews simultaneously across the globe.

Benefits of AI moderation:

• Ensure authentic responses by reducing participant and researcher bias
• Scale globally with support for multiple languages
• Enhance participant reach and representation

Check out our case studies to learn more and see these use cases in action!

Did we miss anything? Others you want to try out? Let’s chat! This list will continue to grow as more teams and participants turn to AI-moderation as their preferred interview method- we’re just getting started!