Same answer, different reasons: AI-moderated interviews uncover topics and reasoning that surveys miss.

Surveys can reach large samples but capture only pre-defined answers, with identical responses often concealing very different reasoning. We tested whether AI-moderated interviews capture this reasoning at scale. In a pre-registered, randomized, counterbalanced design, 1,953 US adults from a probability-based panel and an opt-in panel completed three AI-moderated interviews as well as a section with closed-ended and open-text survey items. Topics were extracted from transcripts inductively, without a predefined codebook, and validated by a confirmatory follow-up. Participants endorsed 94% of t

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