Acquired Company Tech Fuels New OvationMR AI Moderator

In New York, insight agency OvationMR has brought together tech from two companies it bought last year to add an AI Moderator to its EthOS platform, asking context-driven follow-up questions based on participant videos, images and text.

OvationMR offers insights technology platforms, research and audience solutions. To create the new AI Moderator, the firm has integrated its QINT ResTech Systems Architecture - probing technology created by Qualibee - within the EthOS platform. Both Qualibee and in the moment experience feedback platform EthOS were acquired by Ovation last year.

The firm says that 'robust probing can be the first casualty of time constraints', when tough timescales and looming deadlines cause researchers to cut corners, and yet is crucial to finding hidden insights. The EthOS AI Moderator frees up researchers, who can ensure the quality of its probing by choosing which tasks and study parts trigger follow-ups; guiding the AI on key themes and behavior to ensure the right topics and issues get explored; and keep certain tasks human-only, where a personal touch or niche expertise may be required.

Paul Chesterman (pictured), EVP Enterprise Products and Solutions at OvationMR comments: 'We taught AI how to probe like a qual researcher. And now it lives inside EthOS. This was one of the biggest reasons we were excited to bring EthOS into OvationMR, offering our clients an unprecedented combination of speed, depth, and clarity'.

Web sites: www.ethosapp.com and www.ovationmr.com .