C+R Partners with Nexxt to Add AI-based Probing

In the US, consumer insights firm C+R Research has partnered with Nexxt Intelligence to offer clients 'deeper and more insightful responses' from survey participants using AI.

C+R Research offers customizable techniques for traditional and online qual, quant, mobile and community-based research in the US and globally, as well as a suite of agile research solutions. The firm serves consumer and b2b markets and also boasts a dedicated Shopper Insights practice led by former client side researchers. New partner Nexxt employs a team of solution-driven researchers, AI experts, developers and designers, and offers the inca SmartProbe API tool (inquisitive natural conversational agent), which evaluates open-ended survey answers in real time, probing initial answers with customised follow-up questions.

Todd Eviston (pictured), C+R's SVP of Operations, says early studies indicate inca helps surveys to capture between 40% and 120% more information from open-ended questions. Nexxt Managing partner Phil Sutcliffe comments: 'Our partnership with C+R marks an exciting step forward in using AI to enhance the quality and depth of market research. inca's ability to engage respondents in meaningful, natural conversations represents a significant advancement in gathering and interpreting consumer insights'.

Web sites are at www.crresearch.com and www.nexxtintelligence.com .