The AI works from your survey data. The richer the questions, the richer the output. A study built around open-ended, attitudinal, and emotional driver questions gives the AI the raw material to surface motivations, themes, and strategic implications. A study built around behavioral and demographic questions gives the AI behavioral and demographic summaries - because that is what the data contains.
How the AI works
The AI reads and interprets the data in your report. It does not infer or speculate beyond what the data contains - accuracy and reliability over assumption. The practical implication is direct: if you want the AI to explain why consumers behave a certain way, your survey needs to have asked them. This is how the feature is designed to work.
What unlocks richer output
Three question types produce meaningfully deeper AI output:
Open-ended questions - respondents answer in their own words. The AI can cluster themes, identify dominant sentiments, and surface language patterns that structured questions cannot capture.
Attitudinal statements - agree/disagree scales that reveal how people think and feel, not just what they do. These give the AI the material to characterize an audience beyond their behavior.
Emotional driver questions - questions that ask respondents to name the emotions, values, or motivations behind a behavior. This is where the AI's interpretive output is strongest.
Practical tip
If you want deeper AI output in your next study, build these question types into your survey design before you field it.