Relaunch and Upgrades for Aha's Research Platform

In Detroit, independent agency Aha Insights Technology has relaunched its MR software platform, with new DIY and full service subscription options, and a new interface promising users more control over how they design, manage and analyze their studies.

Aha provides qual and quant tools and services to help companies create and deploy custom, in-the-moment consumer and B2B research studies. The firm launched a GenAI-based tool in June 2023, allowing 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. Automatically created video highlight reels were added towards the end of 2023, and on-demand Executive Summaries a year later.

The new platform enables users to customize their research workflow, for projects from quick-turn concept tests to multi-phase digital ethnographies; and to scale their research efforts based on their own budgets and research objectives. CEO and founder Ray Fischer says the new release is 'all about control and efficiency'. He comments: 'We put the power in the hands of the researcher, offering the depth of a full-service platform with the speed and agility of self-service. While the new user interface improvements are dramatic, they are more evolutionary than revolutionary; our current customers will intuitively understand the new navigation. We will continue to offer the same high-touch full-service options to our clients that want concierge-level support.'

Web site: www.ahaonlineresearch.com .