Brox.AI Launches 'the Oracle of Opinion'

Los Angeles-based 'next gen' market research company Brox.AI has launched a platform called the Oracle of Opinion, combining advanced AI modeling with consumer responses from millions of video interviews across twenty sectors.

Brox was founded by Hamish Brocklebank and Durgé Seerden, who in 2014 established a firm called Portent.IO, building digital and social TV and movie tracking tools - this was sold to YouGov in 2018 and rebranded as YouGov Signal. Both left YouGov in the autumn of 2022 to found Brox, which offers a subscription-based, AI-powered qual brand tracker monitoring a vast and ever-increasing number of brands - clients can also incorporate custom open and closed-ended video questions into the trackers.

Brox conducts continuous video surveys asking open-ended questions of a panel, covering a wide variety of topics; transcribes and filters the responses and adds them to a central dataset; and analyzies the data with AI to produce brand metrics and other insights. Clients can ask questions of the data, but Brox also uses it to predict what respondent would say about (similar) questions that have not yet been asked.

The company has recently raised $3m in fresh funding, and today announced the open beta launch of the Oracle of Opinion. This employs a 'dual-data approach', combining Evidential Analysis - real-time insights from millions of up-to-date video interviews across more than 20 business sectors, stored in Brox.AI's Mens Mundi (Latin: mind of the world) database - with Inferential Analysis - AI-powered predictions for hypothetical scenarios, based on digital twins called Shadow Panelists. The latter have been shown to have an 85%+ correlation with real-world responses, while an Imputation Engine generates thousands of consumer variables for precise segmentation.

The new tool uses a natural language interface for querying, and offers custom dashboards for real-time trend monitoring. The firm says early adopters of the new tool include the likes of Amazon Eero, Google Gemini, Sony Music and Tokyo Broadcasting Services. Use cases already established include rapid message testing, consumer trend-spotting, enhancement of pricing strategies, and insights on brand health and competitive positioning.

The founders say the solution 'maintains the depth and authenticity of qualitative research' while delivering insights 'up to 100 times faster'. 'The Oracle of Opinion marks a paradigm shift in consumer insights' says Brocklebank. 'By merging real consumer responses with advanced AI modeling, we're offering an unparalleled view of current behavior and future trends'. Seerden, who is the firm's CTO, adds: 'Our Shadow Panel isn't just a model; it's a digital twin ecosystem allowing scenario simulation with unprecedented accuracy and speed'. Greenbook's Lenny Murphy is sufficiently impressed with the technology to declare it 'the holy grail of insights'.

Web site: www.brox.ai .

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