New FlexMR Product Rounds Out Analysis Suite

UK-based FlexMR has launched an integrated generative AI-based text analysis tool called TextMR, within its InsightHub research platform.

FlexMR, which has an additional office in Germany, offers a fully integrated qual and quant SaaS online and mobile research platform, as well as a multi-language software product supported by its insight professionals.

TextMR (see screenshot), which complements the company's quant analysis tool NumbersMR and its reporting product ActivateMR, uses AI to analyse a custom range of qualitative responses, codify and categorise them with themes while providing a bullet-point summary for stakeholders and researchers to use in their reporting. The new tool can work from a range of datasets, from as little as fifty responses, and will analyse text data generated from InsightHub's SurveyMR and Question BoardMR tools, as well as forums and communities. Results are displayed in an interactive dashboard for further exploration.

Code frame production is fully automated, and each response is coded and tagged by theme, with some responses tagged with multiple themes for accuracy and ease of searching - FlexMR says this improves on simple keyword analysis, allowing for deeper analysis.

Product Owner Annette Smith, who has worked on InsightHub for more than ten years, comments: 'The development team have worked incredibly hard to bring this new AI-based tool to life. While we are always working to improve the InsightHub platform and innovate to remain at the forefront of the insights industry, generative AI has allowed us to add a step-change in the analysis of text data facilitating automation at scale. Text analysis is a notoriously time-consuming task, so to offer a way to automate this process for quicker high-quality qualitative insights at the speed of business is fantastic'.

CEO Paul Hudson says the new tool is 'the natural next step after NumbersMR and ActivateMR' and has been 'a highly requested addition to the InsightHub platform' by clients of the firm, which is online at www.flexmr.net .

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