A Conversation on Innovation with Jason Jacobson and Dale Evernden

Rival Technologies recently launched Rival Labs, an initiative dedicated to driving innovation in market research. By blending AI-powered tools with human expertise, their goal is to deliver faster, more impactful insights. To explore this, Jason Jacobson, a seasoned insights professional, joined Dale Evernden, Head of Innovation at Rival Labs, in an engaging discussion about AI’s transformative role in research. Together, they shared their experiences, feedback, and a forward-looking view on what’s next for this space.

Here’s a snapshot of their conversation—condensed and clear to capture the most essential insights:

Dale: What prompted you to explore Rival’s AI tools, like AI Probing?

Jason: Market research has its challenges—poor sample quality is a big one. Many open-ended responses don’t go beyond surface-level answers, making it hard to uncover meaningful insights. Rival’s AI Probing stands out by personalizing surveys and encouraging richer responses. It felt more like a conversation than just another boring survey.

Dale: How does AI Probing improve sample quality?

Jason: It empowers participants to "go deeper," resulting in more thoughtful responses. For example, when AI identifies something interesting in a response, it probes for more detail, almost like saying, “Tell me more about that." It humanizes the experience and keeps people engaged—perfect for improving response quality without making the process feel forced.

Dale: Any lessons learned while implementing AI Probing?

Jason: Absolutely. Knowing when to probe is just as important as how you do it. Not every question needs a deeper answer. That’s where human oversight plays a critical role—to avoid redundancy and ensure the process stays impactful. For us, it led to richer insights where it mattered most.

Dale: Where do you think AI Probing shines?

Jason: It’s a game-changer in categories with emotional connections—think homeowners, pet owners, or luxury consumers. These participants have a greater stake in the conversation, so probing yields more depth. On the flip side, products with low emotional value, like toothpaste, might not see the same level of payoff.

Dale: What were your impressions on the AI thoughtfulness score?

Jason: ‘Rival’s Thoughtfulness Score’ is an innovative metric that gauges the depth and quality of participant responses. It’s promising, but further refinement is needed. Reducing parameters, weighing by context, and integrating emotional elements are key next steps. Quality must always outweigh quantity; thoughtful, meaningful responses matter most. I feel Rival is on the right path. Your approach is unique and well-executed. It stands out from other competitors that I’ve seen.

Dale: What’s your take on the “human-in-the-loop” aspect?

Jason: Vital. AI alone can’t interpret nuanced, context-heavy data. The human touch ensures the right questions are asked at the right time, improving both the efficiency and authenticity of the insights. Rival has done a great job striking that balance—it feels less like automation and more like augmentation.

Dale: How do you measure the success of studies using AI tools?

Jason: Success isn’t just about longer responses. It’s about relevance—spotting themes, patterns, and actionable insights. You also need to respect demographic nuances. For instance, younger participants engage differently than older ones, which impacts how you adapt and interpret the outputs.

Dale: Final thoughts on Rival’s AI-driven features?

Jason: They’re heading in the right direction. Features like AI Probing and the Thoughtfulness Score emphasize quality over quantity, and the human-in-the-loop approach sets Rival apart. It's about building trust and creating participant-centric research. I’m excited to see how tools like Video Reels evolve next—they’ve got real potential.

Dale: Another aspect you mentioned was the conversational nature of Rival. How does it enhance the research experience?

Jason: Rival's conversational approach is a game-changer. It's designed to simulate a natural, engaging conversation with participants, leveraging AI-powered chatbots. This not only encourages participants to provide more authentic and detailed responses but also creates a comfortable and interactive environment for them. By emulating a real conversation, Rival fosters better engagement and elicits more meaningful insights.

Dale: Thank you for sharing your insights, Jason. The combination of advanced technology and human expertise is paving the way for more efficient and participant-centric research. I'm excited to see how Rival continues to evolve and empower researchers in their quest for valuable insights.

Note: This conversation has been edited for clarity and brevity.

Learn more about AI on the Rival Platform

For more insights from Jason, check out the Great Respondent Revolt.

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