Generation Lab Launches Behavioral Data App Verb

In New York, research, data and tech company Generation Lab has officially launched its Verb platform, which uses an opt-in app to collect non-sensitive behavioral data from young consumers.

The company uses tech-based polling methodologies and proprietary behavioral tracking technology to collect and analyse data on youth behavior and opinions, and provides in-depth data and engagement tools for client organizations. Participants download and install the Verb tracker on to one or more of their digital devices, and the app tracks app usage activity without interrupting their use - including search, purchasing, social media behavior and use of GenAI tools. The data is automatically cleaned, structured and streamed in real time.

Clients get access to the data using simple English queries on their preferred GenAI assistant, via the Model Context Protocol (MCP). The firm says questions might include things like 'How often are people buying food considered 'spicy' compared to a month ago?' or 'Which clothing brand has seen the biggest surge in purchases/interest, and which has seen the biggest drop?'

According to Generation Lab, this approach combines the low cost and high speed of synthetic data, with data from real, current human behavior. Verb's API allows direct integration to stream the data, which can also be accessed on data platforms such as Snowflake. Additional features are planned 'throughout 2026', centered around enhancing user experience and expanding the range of insights, and the firm says this could extend beyond market research into areas such as personalization and cybersecurity.

Company President Vin DeRobertis (pictured above) comments: 'Verb AI represents a natural evolution in how we engage with real people. We're creating new pathways for meaningful participation. The addition of MCP capabilities means that engagement can happen wherever people are - through the tools and interfaces they already use every day.' CTO Moshe Borouchov (pictured below) says the integration of the Model Context Protocol is a game-changer, allowing seamless access to engagement tools so clients 'can query behavioral data as naturally as having a conversation.'

Web sites: www.generationlab.org and www.getverb.ai .