Steve Jobs didn’t trust focus groups to inform product design. These AI entrepreneurs believe they solved the problem

In a 1998 interview, Steve Jobs expressed skepticism about relying on focus groups to inform product design. Apple was attempting to revive its fortunes after years of decline, and the iMac, with its distinctive translucent design, represented a bold move for a company trying to regain its footing. Jobs stated that consumers often do not know what they want until they see a product.

The market research industry has evolved significantly since then, incorporating online panels, behavioral data, and AI. Conveo, a Belgian startup founded two years ago, believes that AI can identify patterns in customer behavior and insights that may not be articulated directly. Hendrik Van Hove, co-founder of Conveo, stated that by analyzing hundreds or thousands of video conversations, their AI can uncover emerging trends, unmet needs, and behaviors.

This allows product and marketing teams to make informed decisions continuously. Van Hove, who previously worked at McKinsey and observed the potential of AI in interview analysis, launched Conveo's first product, an AI moderator, in 2024 with the support of Y Combinator. While some researchers question whether AI can truly replicate the depth and human interpretation of qualitative research, Van Hove argues that their AI can analyze body language, tone of voice, and video content in real-time, providing a level of analysis that human moderators cannot achieve.

However, Van Hove emphasizes that AI moderation is not intended to replace human research entirely. The real value of AI moderators, he believes, lies in their ability to conduct research across multiple markets without language barriers and their potential to encourage honest feedback, even on sensitive topics. With a recent $50 million Series A funding round, Conveo is expanding its operations in the U.S., where the company's co-founder emphasizes the increased access to capital, talent, and clients compared to their home base in Brussels.