Kantar launches AI-powered Converser to deliver human insight at scale
The launch comes as marketers face increasing pressure to deliver faster, more culturally relevant insights.
Kantar has launched Converser, a new AI-powered qualitative intelligence platform designed to uncover the “why” behind consumer behaviour at scale.
The platform combines an always-on AI moderator with human expertise to capture real-time, unfiltered consumer conversations and translate them into actionable brand insights.
Cutting through consumer noise
Carolyn Reid, Head of Qualitative at Kantar Australia, said shifting consumer behaviour is forcing marketers to rethink how they gather insight.
“Consumers aren’t simply calculators chasing discounts. They’re anxious, overloaded humans juggling work, money and uncertainty,” Reid said.
“They’re making trade-offs and gravitating toward brands that genuinely reflect their values.”
She added that brands must now move beyond surface-level data.
“People are defaulting to the familiar unless something new feels distinctively better, safer or more personal. They’re unforgiving of tone-deaf messaging and they want proof, both functional and emotional.”
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From signals to stories
Kantar Converser is designed to bridge the gap between behavioural data and human meaning, using AI to scale qualitative research without losing depth.
“AI can identify behavioural signals at speed, but it can’t explain what those signals mean for dignity, aspiration or everyday compromise,” Reid said.
“That leap, from signal to story, is what separates brands that grow from those that fade.”
The platform enables marketers to access real-time consumer language, uncover emotional drivers, and accelerate research cycles while reducing cost and logistical barriers.
Qual, amplified
Reid emphasised the platform is intended to enhance, not replace, traditional qualitative research.
“This isn’t AI replacing qual. It’s qual, amplified, faster, deeper and more culturally honest,” she said.
Kantar Converser also integrates with Kantar Live, allowing brands to scale group discussions and refine ideas across innovation, creative development and brand strategy.
The launch comes as marketers face increasing pressure to deliver faster, more culturally relevant insights in a fragmented attention economy.
Top Image: Carolyn Reid
