MMR Adds Nexxt API to Consumer Surveys

In the UK, consumer and sensory research agency MMR Research has partnered with conversational AI company Nexxt Intelligence, to integrate the latter's inca SmartProbe API service into its consumer surveys.

The inca SmartProbe uses AI technology to generate 'intelligently probing' follow-on questions, based on survey participants' responses to open-ended questions. The solution is built on top of large language model technology, but adapted for the survey sector by a team of market researchers and natural language processing specialists. Models include topic detection, emotion detection and mapping, concept matching, text sentiment analysis and keyword / phrase extraction.

Mat Lintern (pictured), Global MD at MMR Research, comments: 'In our piloting of inca SmartProbe, we've been impressed by its ability to deliver deeper insight from open-ended questions in multiple languages. Our clients know that MMR is always investigating the latest research innovation and will only adopt it when it is proven to improve the quality and value of our services. We look forward to being able to deliver deeper insights from inca SmartProbe to our clients'.

Web sites: www.mmr-research.com and www.nexxt.in .