Beyond Static Open Ends: How Enov Uses Conversational AI in Online Communities

Join Recollective and Enov to see how replacing static open-ended questions with AI-driven conversational tasks produces deeper, more spontaneous participant responses — without adding to the researcher’s workload. Drawing on more than 12 years of experience using the Recollective platform for community-based research, Enov will share how it has evolved its approach to create natural participant experiences, stronger probing and more immediate value for clients.

Working across B2B and B2C audiences, Enov has built online communities for brands including FDJ, Orange, CNP Insurance, L’Oréal, L’Occitane, ENGIE and Stellantis. In this session, attendees will learn how their hard-earned expertise has shaped Enov’s use of conversational tasks and why the team sees them not as passive, AI automation, but as a structured, tech-enhanced way to deepen engagement and improve research outcomes.

Stephen Thompson, COO at Recollective, will join Mariel Turriza Garcia, Senior Research Officer at Enov, for a conversation on what conversational tasks really are, why Enov embraced them and what the team tested before adopting them more broadly. 

What you will learn

• What conversational tasks are and why they should be understood as structured dialogue rather than hands-off automation
• How conversational AI can make participation feel more natural and dynamic while improving the quality and timeliness of probing
• What researchers stop doing manually when conversational tasks take over the follow-up — and what they can do with that time instead
• What clients gain from this model, including faster access to more spontaneous insight and a clearer view of evolving needs and expectations