New Potentia AI Tool Adds Qual Depth to Quant

British research firm Potentia Insight has announced the launch of Potentia Intelligence: Really Know (PI:RK), an AI-driven solution adding qual capabilities to quant surveys to deliver richer insights.

The firm was launched in February 2023 by former Alligator Digital directors Suzy Hassan and Colin Clifford (pictured), and is based in London. Initially, it offered a range of digital solutions including customer surveys, online panels and communities; later last year it acquired boutique analytics specialist SigDiff, whose brand it retains for its analytics arm. It continues to grow rapidly and earlier this month opened an office in Leeds.

PI:RK uses AI to embed smart probes within quantitative surveys, enabling researchers to gather rich, nuanced data at scale. Based on respondents' answers and specific research objectives, it can be customised to encourage more detailed feedback while also identifying low-quality responses. The firm says the launch is part of a broader strategy to introduce and develop a dedicated portfolio of Potentia Intelligence (PI) tech-driven tools and apps, each of which will 'address specific needs in the evolving landscape of digital research and data analytics'.

MD Hassan says today's launch 'represents a significant advancement in digital research methodology'. She explains: 'By harnessing AI, we're able to combine rich qualitative insights with robust quantitative data, empowering our clients to make more informed decisions based on a deeper understanding of their audience'.

Web site: www.potentia-insight.co.uk .