The new capabilities include ‘tracking collections’, which allow multiple waves of a tracking study to be organised, edited or expanded within a single tracker ‘collection’.

The tool will also allow users to measure and benchmark emotional reaction to brands and experiences over time.

Comparative longitudinal analysis of open ends across tracking waves is also included in the tool, including a ‘quick compare’ option within wave collections.

Canvs AI is an insights platform for analysing open-ended text from sources including surveys, customer reviews and social media.

Erinn Taylor, executive vice-president of product and platform at Canvs AI, said: “Tracking studies are one of the most prevalent forms of brand, product and consumer research, and, in turn, open-ended questions are vital to capturing consumer feedback without question bias.

“Unfortunately, open ends are also challenging to analyse efficiently. The new tracking capabilities in Canvs MRX continue our mission of helping insights teams unlock the full value of open ends in their research, including trackers.”