The tool, called Genie, will aim to help carry out many of the administrative tasks associated with qualitative research, including creating summary reports from interview recordings and notes.

OpenAI will help Discuss’ People Experience Platform provide real-time assistance and also provide a number of tools for research projects, including auto-created screening questionnaires, video highlight reels and discussion guide suggestions.

Simon Glass, chief executive at Discuss, said: “Our goal has always been to help solve the big challenges to scaling qual research, and this focused mindset is what is enabling us to understand the myriad of ways generative AI can be leveraged and to be executing faster than anyone in the market research space on this front.

“We’re excited to be at the forefront of offering this game-changing technology within our platform in a way that helps our customers more quickly and cost effectively drive actionable business decisions from their target audience’s in-depth feedback.”