Talking Surveys: How Photorealistic Embodied Conversational Agents Shape Response Quality, Engagement, and Satisfaction

TL;DR

This study demonstrates that photorealistic embodied conversational agents in online surveys can enhance response detail and engagement, offering a more natural and effective alternative to traditional chatbots.

Contribution

The paper introduces a novel instrument integrating AI-driven avatars into surveys and provides empirical evidence of their impact on response quality and engagement.

Findings

Embodied agents lead to more detailed responses.

Participants show higher engagement with avatars.

No significant change in satisfaction due to personal preferences.

Abstract

Embodied conversational agents (ECAs) are increasingly more realistic and capable of dynamic conversations. In online surveys, anthropomorphic agents could help address issues like careless responding and satisficing, which originate from the lack of personal engagement and perceived accountability. However, there is a lack of understanding of how ECAs in user experience research may affect participant engagement, satisfaction, and the quality of responses. As a proof of concept, we propose an instrument that enables the incorporation of conversations with a virtual avatar into surveys, using on AI-driven video generation, speech recognition, and Large Language Models. In our between-subjects study, 80 participants (UK, stratified random sample of general population) either talked to a voice-based agent with an animated video avatar, or interacted with a chatbot. Across surveys based on two self-reported psychometric tests, 2,265 conversation responses were obtained. Statistical comparison of results indicates that embodied agents can contribute significantly to more informative, detailed responses, as well as higher yet more time-efficient engagement. Furthermore, qualitative analysis provides valuable insights for causes of no significant change to satisfaction, linked to personal preferences, turn-taking delays and Uncanny Valley reactions. These findings support the pursuit and development of new methods toward human-like agents for the transformation of online surveys into more natural interactions resembling in-person interviews.