AI interviews, surveys, or traditional interviews: Which to use
Each method has its strengths. Here's how they differ and which questions each one answers best.
| Survey | Traditional interviews | heari AI interviews | |
|---|---|---|---|
| Follow-up questions | No, questions are fixed | Yes, depends on the moderator | Yes, in every session, guided by your interview guide |
| Time per study | Days | Weeks (recruiting, scheduling, and note-taking for each session) | Days to get an insight report |
| Reach | Hundreds to thousands | Usually about a dozen | Dozens to hundreds, in parallel |
| Evidence behind findings | Response counts and percentages | Researcher notes and recordings | Every finding links to quotes |
| Best for | Measuring how many or how much | Complex, sensitive, or observational research | Understanding the "why" at scale |
When to use which
Use surveys
When you need to quantify results with statistical significance, and your questions and answer choices are already well-defined.
Use traditional interviews
When the topic is highly sensitive, you need to observe participant behavior firsthand, and a small sample is enough.
Use AI interviews
When behavior data flags a problem and you need to know why, fast—or when you want to hear from dozens or hundreds of participants without waiting weeks.
Teams often combine all three. Behavior data and surveys show what's happening, AI interviews uncover why, and a few in-depth interviews help validate high-stakes decisions.
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