Voice-to-Voice Moderation for Market Research

The problem with traditional user research is remarkably simple: people can't always tell you what they really think. They struggle to articulate why a website feels "off" or why a product interface confuses them. They experience emotions and reactions, but translating those feelings into useful feedback? That's where everything breaks down.

The team at Terac has created a compelling solution: AI moderators that actually talk to your users, unlocking hidden insights.

Why Voice-to-Voice Changes Everything

This marks the end of textual surveys and focus groups. Terac's AI moderators conduct real conversations with your users—natural, flowing dialogues that adapt in real-time based on what people are saying. It's like having the world's most patient, insightful researcher who never gets tired and can interview hundreds of thousands of people simultaneously.

The breakthrough isn't just that the AI can talk—it's that it can listen. Really listen. When a user hesitates while describing a feature, the AI catches that pause and digs deeper. When someone gets excited about something, it explores exactly what resonates. When frustration creeps into their voice, it investigates the root cause.

This isn't scripted Q&A. It's dynamic conversation that follows interesting threads, asks clarifying questions, and uncovers insights that rigid surveys miss entirely. Users speak naturally, share immediate reactions, and express complex feelings without the friction of typing responses or selecting from predetermined options.

The Technology That Makes It Possible

Terac's AI moderator combines advanced speech recognition, natural language processing, and conversational intelligence to create interviews that feel human. The AI doesn't just transcribe what users say—it understands context, picks up on emotional cues, and responds appropriately to vocal nuances.

When someone sounds uncertain, the AI asks follow-up questions. When they're enthusiastic, it explores what specifically excites them. When they're being diplomatic rather than honest, it gently probes deeper. This emotional intelligence transforms user research from collecting opinions to understanding psychology.

The AI can detect hesitation, excitement, confusion, and frustration in real-time, adjusting its approach accordingly. It's like having a researcher who reads between the lines, catches subtle cues, and knows exactly when to push for more detail or when to change direction.

Beyond Voice: The Full Picture

Here's where Terac gets really powerful. When you create a campaign, you can enable screensharing and video capabilities that transform your research from good to revolutionary.

Screensharing means the AI can watch users navigate your website or app in real-time. It sees exactly where they click, how long they pause, what they skip, and where they get stuck. More importantly, it can ask about these behaviors as they happen.

Imagine a user struggling to find your checkout button. The AI sees their cursor hovering uncertainly, notices their scrolling patterns, and immediately asks about their thought process. This real-time observation combined with conversational probing reveals not just what users do, but why they do it.

Video capabilities unlock facial expressions, body language, and micro-reactions that voice alone can't capture. When a user furrows their brow at a product page, the AI notices and asks what's causing concern. When someone's face lights up at a feature, it explores what specifically excites them.

This combination creates a complete picture of user experience—what they say, how they say it, what they do, and how they feel about it. It's user research that finally captures the full human experience.

The Emotional Intelligence Revolution

Traditional research misses the emotional layer completely. Users might say they "like" a design while their tone suggests ambivalence. They claim something is "easy to use" while their screen behavior shows struggle. Terac's AI catches these contradictions and explores them.

The AI correlates what users say with how they say it, what they do with how they react, and what they claim with what they actually experience. This emotional intelligence reveals which features create genuine excitement versus polite acknowledgment, which pain points cause real frustration versus minor annoyance, and which elements truly resonate with your audience.

For businesses, this means understanding not just what needs fixing, but the emotional impact of every design decision. You learn what genuinely delights users, what secretly frustrates them, and what creates the kind of positive experiences that drive loyalty and growth.

Real Impact, Real Results

Product teams use Terac to test prototypes while watching users interact with interfaces and discussing their reactions in real-time. The AI can guide users through complex workflows, observe their behavior, and immediately probe their thought processes. This leads to more intuitive products that align with actual user behavior rather than assumptions.

UX designers leverage screensharing to watch users navigate designs while the AI explores their mental models and identifies friction points that analytics miss. Marketing teams use video-enabled sessions to test messaging and branding, gauging emotional reactions to creative materials in ways that traditional testing cannot.

Customer success teams conduct voice-to-voice interviews to understand onboarding experiences and gather honest feedback about user journeys. The conversational format makes users comfortable sharing candid insights about their experiences.

The Scale Advantage

Here's the kicker: while human moderators can conduct a handful of interviews, Terac's AI can simultaneously engage with hundreds of users across different segments, regions, and time zones. This scalability doesn't sacrifice quality—each conversation is individually tailored, with the AI adapting to each user's communication style and expertise level.

The result is research that's both comprehensive and deep, capturing diverse perspectives while maintaining the nuanced understanding that comes from quality conversations. You get the breadth of quantitative research with the depth of qualitative insights, all powered by AI that never gets tired, never has bad days, and never misses subtle cues.

The Competitive Edge

In a world where customer experience determines business success, truly understanding your users isn't just valuable—it's essential. Terac's voice-to-voice AI moderation provides unprecedented insight into user behavior, emotions, and motivations that traditional research methods simply cannot capture.

This isn't about collecting better feedback. It's about fundamentally changing how businesses understand their users. When you can see what users do, hear what they say, understand how they feel, and capture their real-time reactions, you can create experiences that genuinely resonate.

The businesses that master this level of user understanding will have a distinct competitive advantage. They'll build products that feel intuitive, create interfaces that delight, and develop experiences that drive genuine loyalty.

The voice revolution in user research has arrived. The question isn't whether you need deeper user insights—it's whether you're ready to access them in ways that weren't possible before. Terac's AI-powered voice-to-voice moderation opens that door, revealing the complete story behind every user interaction.