Basis and Answer Rocket Form AI MR Partnership

London-based brand intelligence and MR firm Basis Global has announced a partnership with solutions consultancy AnswerRocket, promising to use AI to 'improve how market research is done', rather than trading off speed and practicality against depth and confidence as it says most MR AI does.

Basis Global has teams in the UK and US, operating across five practice areas: Consumer, B2B, Health, Ideas (AI and Foresight), and Studio (Creative Activation). Its services include brand tracking, segmentation, innovation, pricing and foresight, delivered through integrated qual and quant. Its new partner AnswerRocket helps companies achieve business outcomes with agentic AI solutions, delivering 'measurable results tied to revenue, efficiency, and growth.'

The first output from the collaboration is a new approach to Brand Tracking, using AI to systematically analyze full datasets which Basis says 'have grown so large and complex that no research team could realistically explore every dimension of the data manually.' The solution tests hundreds of hypotheses across markets, audiences, and time periods to uncover patterns the firms say would otherwise go undetected. The partners emphasize that researchers remain at the center of the process, designing the research framework and translating findings into clear strategic guidance - a combination which Basis calls 'Integrated Intelligence.'

Basis CEO Rune Mortensen (pictured) comments: 'The brand decisions our clients are making aren't getting simpler. They're getting more complex, and the research they rely on needs to keep pace. The question we kept coming back to was: what are our clients not getting today, and why? It's not just about speed. Our clients don't need faster versions of the same research. They need deeper, more complete insights that actually drive decisions. AI makes that possible in ways it wasn't before, and that's what this partnership is designed to deliver.'

Jim Johnson, President of AnswerRocket, says his company brings the AI engineering expertise to bring to life Basis' vision of the future of MR, in the form of scalable, secure, and reliable enterprise-grade solutions.

The firms say they will also convene client roundtables 'to examine where AI is creating real value, where skepticism remains, and what the industry needs next.'

The companies are online at www.basisglobal.co and www.answerrocket.com .