A powerful web interviewing platform for global strategic insight

A sign of a good consultant is their ability to quickly establish an intelligent, compassionate relationship with the person they are interviewing that allows them to gain strategic insight into core needs and aspirations.

This interviewing skill is the great art of the profession. What the consultants at FUSE discovered, though, was that intelligent interviewing follows predictable patterns, and as such, could be programmed. Using the web, then, it would be possible to quickly and intelligently listen to hundreds, indeed thousands, of customers and employees around the globe, providing a company huge strategic advantage.

FUSE developed their Insight Platform to easily design, deploy and analyze sophisticated web interviews. Technically, this platform utilizes Intelligent Agent (IA) widgets to conduct Computer Assisted Web Interviews (CAWIs) that are far more powerful and flexible than a typical web surveys. As a result, the user experience is fundamentally different, yielding higher completion rates, typically around 60-80%. The quantitative and qualitative data is also far richer, yielding deeper insights, not just superficial information.

FUSE has also developed powerful tools for analyzing its web interviews. These tools include Bayesian Inference analysis that provides more powerful correlation analysis than is possible using traditional chi-square regression calculations. This analysis is particularly valuable to understand the correlation between customer experiences and their brand passion.

“FUSE’s Insight Platform is not only amazingly powerful, but easy to use.”

- Kerry McClenahan
McClenahan Bruer Communications