An AI-led interview with Primi means that artificial intelligence takes charge of the entire interview process through a chat-based interaction. Primi engages directly with respondents in their preferred language, at a time that suits them. Based on the areas you choose to explore, it generates and adapts questions in real-time according to respondents' answers, allowing the conversation to dive deeper into their thoughts as it progresses.

Once the interview is complete, Primi instantly analyses the responses, providing you with detailed insights, including translated quotes and sentiments that align with your research goals. This approach allows for efficient, scalable research, delivering actionable data quickly and with minimal human intervention.

Use Primi when you need to conduct foundational research or explore problems through open-ended questions. It excels at qualitative research at scale, enabling you to gather rich insights from diverse respondents. Primi is especially effective for validating concepts, understanding customer behaviours, and segmenting responses, as its AI-driven interviews adapt in real-time to focus on the areas that matter most.

Primi is also ideal for projects that require quick, actionable insights without the usual time and resource constraints. With its ability to conduct interviews in multiple languages and provide instant analysis, Primi allows you to explore and segment responses efficiently, making it a powerful tool for informed decision-making across various research needs.

We created Primi out of a deep curiosity to see if we could translate human research capabilities into an AI-driven platform. Our vision is to democratise qualitative research, making it accessible and cost-effective for experts in other fields who need qualitative insights. We want to explore whether AI can not only scale qualitative research but also empower more people to scout problems and validate ideas at speed.

The Primi team, a blend of researchers and designers, envisions a future where anyone can conduct qualitative research with unprecedented speed and reach. By developing Primi, we aim to challenge traditional research methods, combining human expertise with AI to craft a more efficient and expansive approach to gathering and analysing data.

The team behind Primi is a unique blend of expertise in design, AI, and research, bringing together years of experience from diverse fields. Based in Sweden, our small but highly skilled team leverages deep knowledge in both the creative and analytical aspects of technology. This combination allows us to create a product that excels in data-driven insights and research methodologies.