$SmartProbe$: A Virtual Moderator for Market Research Surveys
Josh Seltzer Jiahua Pan Kathy Cheng Yuxiao Sun Santosh Kolagati Jimmy Lin Shi Zong
Market research surveys are a powerful methodology for understanding consumer
perspectives at scale, but are limited by depth of understanding and insights.
A virtual moderator can introduce elements of qualitative research into
surveys, developing a rapport with survey participants and dynamically asking
probing questions, ultimately to elicit more useful information for market
researchers. In this work, we introduce ${\tt SmartProbe}$, an API which
leverages the adaptive capabilities of large language models (LLMs), and
incorporates domain knowledge from market research, in order to generate
effective probing questions in any market research survey. We outline the
modular processing flow of $\tt SmartProbe$, and evaluate the quality and
effectiveness of its generated probing questions. We believe our efforts will
inspire industry practitioners to build real-world applications based on the
latest advances in LLMs. Our demo is publicly available at
https://nexxt.in/smartprobe-demo