Burke and Verve Team for Synthetic Customer Solution

Veteran US researcher and MR training provider Burke, Inc. has teamed up with London-headquartered Verve, promising to help clients turn their data and organizational expertise into AI-enabled decision systems, for faster and more confident answers to key business questions.

Verve combines proprietary datasets, advanced AI capabilities, and deep expertise in consumer behavior and culture, to help clients move faster and make better decisions. Burke is headquartered in Cincinnati, and its services include custom quant and qual MR, customer and employee engagement programs, strategic and organizational consulting, and one of the best-known programmes of training for research practitioners. In June, the company launched the FAR Framework, a new approach for evaluating synthetic data quality and decision reliability; and published the results of its own research on the subject.

The new partnership aims to bring knowledge currently fragmented across locations and teams together, feeding AI with trustworthy, context-rich data and 'high-quality human inputs.' The resulting decision systems will be based around a scalable system of synthetic customers, customized to individual businesses and markets, and promise to provide a customer perspective, 'continuously updated and available at all times, supported by rigorous governance, validation, and human oversight.'

'Organizations are sitting on an incredible amount of knowledge in the form of data, but too often those assets remain in deep within silos,' states Burke President and CEO Tara Marotti (pictured), President & CEO of Burke. Andrew Cooper, founder and CEO of Verve, adds: 'What sets our joint proposition apart is that we combine proprietary client knowledge with transparent, auditable AI, that delivers reliable, evidence-based insights that are continuously updated to keep pace with cultural and market change.'

The firms are online at www.vervevero.com and www.burke.com .