FlexMR Adds AI-Based Probing Feature

UK-based research tech firm FlexMR has expanded its AI-powered survey offering with the addition of PromptAI, which generates dynamic probes in response to verbatim text answers, to provide richer qual insights.

The new tool is built into the company's SurveyMR tool, part of its InsightHub platform. While prompts are dynamically generated based on participant answers, they also operate within guidelines specified in advance by the research team. Currently available for free on InsightHub, the firm says that during beta testing PromptAI has performed particularly well for customer experience surveys; product, concept and ad testing; and consumer attitude and brand research.

The launch is the latestin a series designed to bring AI to the InsightHub platform, including coding tool TextMR earlier this year.

'AI is enabling savvy brands to enrich customer feedback at scale' says CEO Paul Hudson (pictured). 'We've seen, for some time, the lines between the traditional boundaries of qual and quant begin to erode. Now, with the launch of our PromptAI question type, and supported by intelligent text analysis, we're enabling insight teams to scale qualitative research at an even greater speed'. Technology Lead Nana Akwah says the launch is 'a transformative leap in our survey capabilities... helping to uncover nuanced qualitative data and provid[ing] a more engaging survey experience'.

Web site: www.flexmr.net .