Voxco Answers ESOMAR’s 20 Questions to Help Buyers of AI-Based Services

Because of AI, the market research industry is enjoying incredible leaps in innovative services and technologies. However, for those without a technical background, it can be difficult to know what to look for and how to evaluate competing technologies. Fortunately, ESOMAR has put together a series of questions for suppliers to answer which will help. You can download ESOMAR’s questions in English, Spanish, French, or German here.

Both buyers and suppliers of AI market and social research services can benefit from this list. Where buyers can use it to evaluate competitive technologies on a comprehensive, level playing field, suppliers can use it to ensure that they are sharing the types of information that buyers need to know.

We invite you to download Voxco’s full response to ESOMAR’s 20 Questions to Help Buyers of AI-Based Services. If you have any questions at all, please get in touch with an AI expert on our team.

What’s Covered in ESOMAR’s 20 Questions?

The ESOMAR framework focuses on five key areas:

Company Profile: This section helps buyers understand the supplier’s credentials and capabilities within the broader research industry.
AI Capability and Purpose: These questions focus on what the specific AI services are so buyers can determine how they align with their business objectives.
Trustworthiness, Ethics, and Transparency: This information addresses ethical principles, potential biases, data security, and transparency standards.
Human Oversight: In light of how easy it is for AI systems to introduce bias, this section focuses on understanding the extent to which human involvement is a part of development and operation of the AI system.
Data Governance Protocols: Finally, this section helps buyers evaluate suppliers’ understanding and application of legal and regulatory frameworks relevant to their AI activities.

Voxco’s Approach to AI in Market Research

Voxco has been a leader in market research technology for over 35 years, providing innovative solutions for survey programming, data collection, and text analytics. In 2024, we expanded our AI capabilities by acquiring Ascribe, a pioneer in AI-powered coding and text analysis. Together, we enable researchers to efficiently analyze unstructured text from suverys, customer feedback, social posts and more—at scale and across multiple languages.

In response to ESOMAR’s 20 Questions, Voxco outlines how our AI solutions:
Enhance efficiency while keeping human oversight at the core of decision-making.
Generate structured, human-like codebooks, identify sentiment trends, and extract key themes.
Use both proprietary AI models and secure third-party solutions, including Anthropic’s Claude 3 Haiku on AWS Bedrock.
Prioritize data security, ensuring compliance with GDPR, SOC 2, and other global privacy regulations.

We recognize that AI models are never complete or perfect, which is why Voxco integrates multiple layers of human validation, statistical quality checks, and customizable AI tools that allow users to opt in, review, and refine AI-generated insights. Our commitment to transparency and responsible AI ensures that researchers can trust automation without sacrificing data integrity.

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