aytm Launches End-to-End Survey System the 'Bridge'

In the US, research platform aytm has launched the Bridge, an AI-based system taking users all the way from a natural language question to 'an answer teams can confidently act on,' - whether from a firm's existing stock of knowledge or (where this doesn't suffice) from research it designs and conducts itself.

Headquartered in San Francisco, aytm brings together sample, survey authoring, data analysis and insights delivery, and supports quant, qual and hybrid research across 100 million respondents in 50+ countries. Clients including consumer brands, CPG companies and creative agencies use the platform to quickly optimize products, positioning and concepts with actionable data.

The Bridge, currently in early access mode ahead of a broader rollout, is designed to be used by non-specialists and to cope with data fragmented across the enterprise. An agent called Skipper analyses the question, and checks the organization's own research history at the raw data level to formulate answers using proven statistical models. If this proves insufficient for a robust answer to the question, the agent will draw up plans for original research, in minutes, and (once signed off by a human) execute it. This includes working out the objectives, question design, audience, sample size and quality checks - and Skipper factors in the organization's own standards or established research practices.

After data is collected, Skipper performs statistical analyses, linking insights and recommendations back to the original data sources; and it adds the knowledge to the firm's archive to keep the knowledge base building.

Lev Mazin (pictured), co-founder and CEO of aytm, says the company was started eighteen years ago with a mission to democratize consumer insights by offering a DIY turn-key market research solution. He comments: 'The Bridge release brings this mission to a whole new level, enabling an order of magnitude larger crowd of people to take full advantage of the consumer insights while minimizing the learning curve. What's even more important is that the Bridge becomes an extension of the existing insight department's best practices, customizations, context, and their decades of experience, offering a place where brand managers, marketers, researchers and executives alike can collaborate with confidence in an always-on insights flow.'

Jonathan Goodbread, aytm's Head of Data Quality Strategy, adds: 'A library of past research is only valuable if every study in it can be trusted. Every study that feeds what Skipper searches runs through the same quality systems we apply to new fielding, so the answer it surfaces is exactly as accountable as the one it builds from scratch.'

Web site: www.aytm.com .

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