Aha Launches Generative AI-based Analytics Solution

In the US, online qual research platform Aha Insights Technology has launched a generative artificial intelligence-based tool allowing researchers and brand insights teams to 'more completely and efficiently' analyze unstructured MR data.

Aha offers a full suite of qual and quant tools and activities to quickly create and deploy custom consumer and B2B research studies in-the-moment, as people go about their daily lives - capturing in-depth emotions, actions and behavior. The firm says its new Aha Intelligence solution enables analysts to automatically summarize large qual datasets; instantly apply sentiment analysis; synthesize connected and unconnected data points; and provide supporting examples of key insights without the need to manually search.

Key features of the new tool include the ability to auto-tag entire studies, and to instantly organize supporting text-based quotes, video clips and images. CEO Ray Fischer (pictured) comments: 'We are very excited about the integration of AI to our world-class activity based ResTech platform. While AI won't replace the human expertise factor, it will provide the researcher with a catalyst to organize and prioritize thoughts and supporting insights faster and easier than the traditional human analytic processes'.

Web site: www.ahaonlineresearch.com .