Iris automatically analyses large conversations happening online and explains what caused them. It then looks at historical data to see if those drivers are new and recognises what demands online attention and how certain social audiences rally around messages and content.

Iris is built into Brandwatch Analytics and is the first feature to come from the newly merged Brandwatch and Crimson Hexagon product team.

Rebecca Carson, chief product officer at Brandwatch, said: “Data analysis shouldn't be stuck in a silo with one person or team; anyone within your organisation who needs to make smarter decisions should be able to access up-to-date insights about your brand, markets and customers.”