The Survey That Asks “One More Thing” (On Purpose)

Adaptive surveys use AI to ask “one more thing” on purpose, balancing structure with responsiveness to context. This session explores how a small set of fixed questions, paired with AI-guided follow-ups in natural language, helps researchers probe real constraints while staying on script and avoiding generic or leading prompts. Drawing on early field tests, including a rapid-response study during the Iran–Israel conflict internet shutdown and a WhatsApp-based project with Latino migrants in Philadelphia using WhatsApp, speakers share lessons on making audience research more locally relevant, especially in hard-to-reach communities.