KS&R Launches First 'Amplify' AI Tool

In the US, strategic consulting and MR firm KS&R has unveiled the first AI-augmented service from its Amplify AI initiative, a tool to evaluate the quality of responses to open-ended questions and probe respondents for more detailed and targeted insights.

Syracuse, NY-based KS&R (Knowledge Systems & Research) works in sectors including business services, telecoms, entertainment and recreation, healthcare, retail and eCommerce, technology, and transportation and logistics. Three years ago it acquired the Buyer Persona Institute (BPI), which helps clients understand how, when and why buyers make the choices they want to influence.

The firm's 'Amplify' initiative aims to develop services that leverage AI 'responsibly, safely and securely to augment the ability of its experts'. The new genAI tool interprets responses and poses additional questions, giving clients deeper data without the need for a moderator. It also conducts real-time data quality monitoring through a relevance score, which measures the depth and relevance of responses, helping researchers to spot low quality answers.

Ben Cortese (pictured), the firm's VP of Decision Sciences & Innovation, comments: 'Enhancing the respondent experience through AI-augmented open-ends enables us to gain a deeper understanding of what drives respondents' preferences, buying decisions and experiences. By leveraging the power of AI, we can engage respondents in a more natural, conversational way, leading to richer insights that help our clients make smarter business decisions'.

The firm is online at: www.ksrinc.com .