Traditional focus group scale
Deep discussion, but a small number of voices. A strong opinion from one participant can carry disproportionate weight.
Qualitative depth at larger scale
Most qualitative projects give you depth from 6–8 consumers. What if you could get that depth from 50+?
Kui Kab May uses adaptive, one-to-one interviews to help brands understand why Thai consumers think and behave the way they do — with much more breadth than a traditional small-sample qualitative project.
- 50+ individual interviews
- Thai voice or text
- Adaptive probing
- Projects from THB 70,000
Why 50+ matters
More voices, without giving up the “why”.
Traditional qualitative research can reveal rich motivations, but economics usually limit how many people can be interviewed. Kui Kab May makes it practical to conduct many more one-to-one conversations while still probing the reasons behind each answer.
Kui Kab May interview scale
Every respondent gets an individual conversation, making it easier to see which motivations and tensions recur across different consumers.
Important: a larger qualitative sample is not the same as a statistically representative survey. It does give you far more consumer voices and a stronger basis for judging whether an emerging theme is recurring or anecdotal.
The interview quality question
Can an AI interviewer really probe deeply?
May is trained to conduct interviews as a natural conversation. She reacts to what each respondent says, asks relevant follow-up questions, clarifies vague answers, and probes for the perceptions, motivations, and behavior drivers behind the initial response.
Skincare · emotion to context
From “confidence” to a real-life consequence
Consumer“Confidence.”
May“And on days when your skin isn’t very good, how does that affect you?”
Consumer“I feel a little embarrassed.”
May“Can you give me an example of a situation where you felt that way?”
Consumer“Someone said something that made me lose confidence and feel embarrassed.”
May“When did that happen — for example at work or with friends?”
Consumer“At work.”
The first answer is generic. The useful insight only appears after May follows the emotion into a concrete situation.
Detergents · stated loyalty to real behavior
Following the contradiction
ConsumerUsually buys Downy, but sometimes tries another brand.
May“What makes you choose another brand?”
Consumer“Want to try something new.”
May“What determines whether you stay with the new brand or go back?”
Consumer“The old brand is better.”
May“Better in what way?”
Consumer“Good quality to use and good to wash.”
May does not stop at “loyal”. She probes the moments when that loyalty breaks — and what brings the consumer back.
Researcher-controlled quality
Designed with the researcher, not left to the AI.
Before fieldwork starts, we run test interviews and review the results together with the client.
We use these tests to refine the discussion guide and optimize May’s interviewer instructions — what to probe, how deeply to probe, what requires clarification, and how the conversation should adapt to different respondent situations.
Only once the interview behavior is working as intended do we launch the main fieldwork.
Adaptive by respondent
Not just more interviews. More relevant interviews.
Every respondent does not need to receive the same interview. May can use screener answers, structured survey responses, and previous answers to decide which questions are most relevant to each person.
Three proof cases
Different categories. Different research problems. The same adaptive depth.
Low involvement · n=102
Detergents in Thailand
Finding what consumers actually do, not only what they say.
The study combined structured U&A responses with individualized qualitative probing. May looked for contradictions in each respondent’s answers — such as claimed loyalty alongside sensitivity to promotions — and probed those areas directly.
90%claimed primary brand use
80%were heavy rotators or switchers in practice
83%cited price or promotions as a switching trigger
What this proves: Kui Kab May can combine quantitative structure with qualitative depth and actively investigate inconsistencies rather than simply recording what respondents claim.
High involvement · n=50
Skincare Among Thai Women
Moving from product usage to the emotions underneath it.
Each interview adapted using the respondent’s skin type, concern, brands, spend, and channels, then probed routines, trust, switching, ingredient anxiety, and self-perception.
What this proves: Kui Kab May can handle emotionally rich topics where the most useful insight often sits several questions below the first answer.
Landscape n=33 + coffee deep dive n=32
Beverage Landscape + Coffee Deep Dive
Start broad. Then follow the opportunity deeper.
Consumers first described their beverage repertoire across morning, afternoon, and evening. May selected contrasting drinks to explore occasions, functions, emotional benefits, and downsides. Coffee drinkers could then be routed into a deeper study focused on rituals, channels, taste, and meaning.
“If I don’t drink coffee, I feel irritated.”
The landscape exposed tensions around refreshment, health, pleasure, and guilt. The coffee deep dive then showed how coffee functions simultaneously as energy, routine, comfort, focus, and personal reward.
What this proves: Kui Kab May can map a broad category first and then route into the occasions or tensions that deserve deeper investigation while carrying respondent context forward.
Judge the interview quality yourself
The fastest way to understand Kui Kab May is to talk to May.
Choose a topic, answer a few screening questions, and experience how the interview adapts to what you say.
Scan a QR code on desktop, or tap it on mobile.
2027 planning
Use consumer depth before the plan hardens.
If there is an important consumer question behind one of your 2027 priorities, Kui Kab May can help you explore it quickly — without committing to the cost and timeline of a large traditional qualitative project.
Concept & proposition exploration
Category & occasion studies
U&A with qualitative follow-up
Brand perceptions
Barriers & drivers
Product innovation
Communication development