Pureprofile Adds Flexible AI Coding Option

Pureprofile has launched a more flexible complement to its existing AI Coding software, this time powered by Nexxt Intelligence's inca. The new tool offers clients the ability to rapidly edit, refine and scale insights from open-ended responses.

Pureprofile was founded in 2000, is based in Surry Hills, NSW, Australia, and promises 'rich insights into real human behaviour', building in-depth profiles of consumers via proprietary and partner panels, and helping clients to understand, target and engage their audiences.

The new solution uses advanced natural language processing (NLP) to uncover key themes and sort responses into distinct categories, either using codeframes provided by the client or providing its own - users can review and refine the results in real time. The tool, which learns as it goes, has multilingual support and the firm says it is 'suited to large-scale, global research programs that require cultural nuance and consistency across geographies.'

Pureprofile says the new tool is intended as a complement to its existing AI Coding offer, but is ideal for clients who want greater flexibility to adjust codeframes and results in real time, while the existing offer is best for those with predefined codeframes and looking for outputs guided by Pureprofile's in-house expertise.

Head of Global Operations Lorraine Yeung (pictured) comments: 'Open-ended responses are highly valuable in research, but they've historically been the hardest to work with. With AI Coding powered by inca, we're giving researchers a smarter, faster and more flexible way to unlock the value in qualitative data at scale.'

The firm is online at www.pureprofile.com .

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