Recruit and qualify
Profile respondents through structured questions that can measure behavior, brand usage, attitudes, perceptions, category habits, stimulus reactions, or image dimensions.
AI-moderated consumer research built for Thailand
Understand Thai consumers deeper, faster, and at larger scale.
Respondents answer structured questions and speak naturally in adaptive mobile interviews. Kui Kab May turns their responses into clear reports, transcripts, actionable insight, and follow-up Q&A from the discussions.
- Voice-first AI interviews
- Quant structure + qualitative depth
- Reports in around 48 hours when setup moves fast
- Example projects from n=30 to n=100
The problem
Most research still forces a compromise.
Surveys can measure what consumers do, but they often miss the reasons behind the answers. Traditional qualitative research gives depth, but usually with small samples, long lead times, and higher costs.
And once the report is delivered, teams often have new questions that require going back through transcripts manually or commissioning more work.
Kui Kab May closes that gap: structured enough to quantify patterns, adaptive enough to uncover why they happen, fast enough for live decisions, and interactive enough for clients to keep asking questions after delivery.
How it works
Structured where it matters. Adaptive where insight happens.
Interview adaptively
Respondents speak into their phone while the AI moderator probes motivations, trade-offs, emotions, contradictions, and real-life context.
Use the insight
Receive reports, transcripts, outputs, and a client Q&A layer that answers follow-up questions from the full qualitative transcript base.
Can you tell me what made that brand feel more trustworthy?
I think it was the way people talked about results, not just the claim.
What kind of result would make you believe it?
Stimulus-ready
Show images or video, then probe the reaction.
Kui Kab May can expose respondents to concepts, packs, advertising, videos, claims, or product visuals and then dig into appeal, clarity, concerns, and suggested improvements.
Why Kui Kab May
More depth, more speed, more usable evidence.
Depth at scale
Larger qualitative-style samples than traditional qual, with probing that goes beyond surface-level answers.
Quant structure + qual depth
Structured questions quantify patterns, while AI-moderated probing explains the motivations behind them.
Voice-first mobile interviews
Respondents can speak naturally into their phone, leading to longer and more insightful responses.
Built for Thailand
Thai-language research in a familiar mobile chat-style experience designed around local respondent behavior.
Fast enough for live decisions
With decisive guide approval, a complete project can be delivered in around 48 hours from setup to final report.
Interactive after delivery
Clients can ask follow-up questions from the transcript base and add selected Q&A back into the report.
The solution
One flexible research solution, configured around the question.
Kui Kab May can be adapted to many types of consumer questions, but the core idea stays the same: combine structured measurement with adaptive qualitative depth.
Projects can include category behavior, brand usage, attitudes, concept reactions, packaging or video stimuli, usage occasions, unmet needs, motivations, barriers, and emotional drivers.
Respondents first answer structured questions where useful. Then the AI interviewer probes the answers that matter most.
Applications
Use Kui Kab May wherever numbers need explanation.
Consumer Understanding
Explore category behavior, decision journeys, routines, motivations, unmet needs, trade-offs, emotions, and consumer language.
- Category exploration
- Usage and attitude studies
- Innovation discovery
- Consumer journey work
Concept, Product, Packaging, and Communication Feedback
Expose respondents to images or videos, then probe reactions, interpretation, appeal, concerns, and suggested improvements.
- Concept screening
- Packaging feedback
- Claims and message testing
- Advertising or video reaction
Tracking Kab May
Make brand tracking more dynamic and insightful by combining structured measurement, adaptive probing, and Be Digital's proprietary brand equity and image framework.
- Brand equity tracking
- Campaign or launch tracking
- Drivers behind movement
- Consumer language shifts
Picasso Brand Image
Bundle quantitative and qualitative techniques into one structured image study, revealing associations, strengths, weaknesses, substitution, and emotional fit.
- Brand association mapping
- Competitive image diagnosis
- Positioning development
- Repertoire understanding
Deliverables
Clear outputs, with the evidence behind them.
Detailed Word report
PDF report
Executive PowerPoint summary
Full respondent transcripts
Quant tables or structured data
Client Q&A from discussions
Selected Q&A added to report
Client-ready charts and findings
Case studies
Proof across high-, medium-, and low-involvement categories.
Self-funded studies show how Kui Kab May works, what it reveals, and how the respondent experience feels across different consumer categories.
High involvement
Skincare Among Thai Women
Routines, hero products, ingredient trust, social influence, beauty standards, and the link between skin and self-confidence.
Scan or tap to experience the interview
Medium involvement
Beverage Landscape + Coffee Deep Dive
Daily routines, energy needs, rituals, health concerns, social occasions, and the evolving role of coffee.
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Low involvement
Detergents in Thailand
How claimed loyalty differs from purchase behavior, with n=102 patterns around price, promotions, fragrance, cleaning, inherited habits, and latent preference.
Scan or tap to experience the interview
Try the Interview
Experience the interview as a respondent.
Scan or tap a QR code, answer a few screening questions, speak into your phone, and experience how the AI interviewer adapts to your answers.
Request demo links
Demo interviews are for experience only and are not part of a live research project.
Pricing
Robust consumer insight at a more accessible cost.
Kui Kab May is designed to make deeper consumer research commercially practical. Example projects start from THB 70,000 for n=30, THB 85,000 for n=50, and THB 135,000 for n=100.
Final pricing is confirmed after reviewing the target group, screener, research design, modules, stimuli, and deliverables.
Contact
Have a research question that needs consumer input quickly?
Share your target group, sample size, and research objective. We can recommend the right Kui Kab May setup and provide an indicative timeline and cost.