QuestionPro Continues Acquisition Spree with AI Buy

Austin, Texas-based MR software and services firm QuestionPro has acquired PathosAI, which analyses consumer emotions and motivations.

QuestionPro, which was founded in 2006 and also has offices in the US, Mexico, Canada, Germany, Japan, the UAE and India, offers a platform covering Customer Experience, Research & Insights, and Employee/Workforce experience as well as journey mapping and data visualization. The firm has made half a dozen acquisitions in the last two years, including two health sector firms - tech platform Patient Safety Group (PSG) and Chicago-based consultancy Pundit Consultantz; and the assets of Cardiff, Wales-based survey creation platform doopoll.

PathosAI's technology identifies stated and non-stated emotions based on what people say, how they say it and how they move; and also measures what drives those emotions and how this will impact their future behavior. This will now be incorporated into QuestionPro's research and insights platform, where it will be combined with existing AI and natural language processing (NLP) capabilities. QuestionPro says clients can now identify consumer intent and sentiment by measuring emotions and correlating them to drivers of decisions; and can predict and influence future decisions.

QuestionPro founder and CEO Vivek Bhaskaran says consumers make rational decisions for emotional reasons, adding: 'Now, for the first time, brand marketers and customer experience professionals have the ability to truly understand the emotions behind customer decisions and - finally - unlock better experiences, drive increased engagement and create raving fans'. Sumair Sayani (pictured), founder of PathosAI says, 'Our integrated service, which will enable brands to unearth customer emotions, predict what drives those emotions, and create a customer pathway to maximize delight represents a quantum leap in the power of market research and CX to drive better business outcomes'.

Web sites: www.questionpro.com and www.pathosai.io .