The partnership will allow insights professionals to use Phebi’s voice analysis technology across qualitative and quantitative research programmes through Forsta’s insights technology platform.

Phebi provides voice technology and research-based non-conscious analysis tools which combine speech recognition, artificial intelligence and machine learning to analyse the sentiment behind people’s voiced opinions.

Zhana Baleva, managing director of qualitative business at Forsta, said: “Phebi’s technology adds great value for customers of the Forsta platform as they seek to uncover the most compelling emotions, opinions, and customer stories from their insights research programmes.”

Mike Page, chief executive officer at Phebi, said: “Partnering with a leading experience and research technology company like Forsta is a critical step in our growth journey.

“The capabilities of Forsta’s customer insights technology, coupled with our innovative analysis of people’s nonconscious expression of emotion, will deliver best-in-class results for market research agencies and enterprise-side customers.”