PSB Debuts Unstructured Survey Tool

US consumer research firm PSB Insights has unveiled Narrative Intelligence, an AI tool pulling metrics and models from real conversations, avoiding the need for a structured questionnaire and providing what it says are superior outputs.

The firm says the new solution poses open-ended questions to consumers and follows up intelligently using AI, before analysing content and pulling out themes and emotions. This removes the need for researchers 'to think of the perfect survey logic and address every contingency', and consequently avoids bias, according to the firm, which says it can uncover hidden insights that traditional surveys miss, 'reveal blind spots, determine true drivers of behavior, and illustrate diverse and complex customer journeys.'

CEO Christopher Frank (pictured) comments: 'Narrative Intelligence bridges how customers actually talk about your brand with the insights that force you to rethink strategy. PSB has figured out how to process unstructured data at scale in ways that were not possible until now, surfacing the surprises that help disruptive brands win.' Chief Methodology Officer Rob Kaiser adds: 'Surveys packed with ratings wear people out and give us thin data. Human stories plus AI give us metrics that actually tell the truth. Narrative Intelligence works because people are at their best when they can tell you what they really think.'

The company is online at www.psbinsights.com .

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