Toluna Unveils HarmonAIze Synthetic Data Suite

Insights tech and panel provider Toluna has launched HarmonAIze, a synthetic data suite suitable for both qual and quant research and promising 'faster, deeper analysis, particularly for hard-to-reach target groups'.

The firm launched a new end-to-end, real-time consumer intelligence platform called Start, in 2020, and said it would form the core of its business going forward - the platform has since added a range of new product development methods, multimarket research capabilities, a qualitative option and a range of MaxDiff solutions. In the last two years it has also acquired US-based agile MR solutions firm GutCheck and (in a more complex share-swap deal with owner Macromill) research solutions provider MetrixLab; and in June this year it launched Qsphere, a suite of quality protocols combining human intelligence and AI across respondent recruitment and management, research and platform processes to promote high standards in data integrity and reliability.

HarmonAIze is part of the company's AI Everywhere strategy, and in keeping with what it calls its Explainable AI approach, provides clients with clarity on how the synthetic data is generated and validated. The suite's first product, launched this week, is HarmonAIze Boost, allowing clients to conduct deep-dive analysis on small or niche subgroups by amplifying patterns in existing data. Toluna says the synthetic data created enables multivariate statistical analyses like key drivers or cluster analysis, and has been shown by its 'rigorous validation process' to provide data with 'high fidelity to real-world datasets'.

CEO Frederic-Charles Petit (pictured) comments: 'We're excited to introduce the HarmonAIze suite, which allows our clients to overcome the issue of how to gather deeper insights for low-incidence and difficult-to-reach audiences much faster than traditional methods allow. HarmonAIze Boost is a fantastic way for our clients to explore synthetic data and experience the immediate benefits of this trailblazing technology. Upcoming launches in the HarmonAIze suite will push the boundaries even further, setting new standards for the speed and depth of insights'.

The company has more than 75 offices worldwide and works in over 100 countries. Web site: www.tolunacorporate.com/ai-is-everywhere .

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.