We build chatbots to gather and enhance customer experiences.

An alternative vision for conversational AI – engaging users to elicit, gather, and understand their perspectives. We call this chatbot ethnography.

Reach your audience at scale.

Presented in a familiar chat format, users are able to tell us about their experiences in real time.

Our dialogues are designed to probe identified themes and reveal insights for each use-case. This includes open-ended questions to encourage users to elaborate and describe their problems, thoughts, and suggestions.

Users can share their experiences with video, audio, or anything else they want to reference. Data from these conversations are captured on our platform, ready to perform quantitative and qualitative analysis to produce valuable insights.


Familiar, easy to use format

Chat apps are familiar so your users don’t need to learn a new tool

Real time and context rich

User responses as and when things happen, all captured for analysis

Open ended

Chatbots that engage in open ended conversation, enabling users to really express themselves


Capture stories and customer journeys at scale

Deployable remotely

Learn about your users and their journeys wherever they are

Decreased observer effect

Chatbots don’t judge! People express themselves more freely


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Hector Michael Fried


A design anthropologist, artist, and conversational designer. Hector’s research explores the use of technological probes towards qualitative and ethnographic inquiry, while applying it to industry issues around service design. He has specific interest in IoT with an emphasis on contextualizing the growing relationship between things, humans, and AI. At Design Informatics he has worked with Edinburgh City Council towards their Public Art Research Project and conducted research under the Internet of Things Research Hub (PETRAS).

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Rory Gianni


A developer, trainer, and creative technologist, Rory has over 10 years experience working with public sector organisations, start-ups, and universities helping them take their early stage concepts to production. In his previous role as research associate at the department of Design Informatics, Rory focused on developing technological probes and tools to conduct design led research.

Say hello 👋

We are happy to chat over your project ideas, regardless of how early stage