Research HX will aim to help market researchers eliminate inefficiencies, improve data quality and deliver actionable insights.

The platform is part of Forsta’s five-year $500m investment in AI, and expands on the firm’s existing Decipher tool.

Kyle Ferguson, chief executive officer at Forsta, said: “Disconnected workflows and manual inefficiencies are holding researchers back.

“With Research HX, we’re equipping research teams with the tools they need to focus on strategic storytelling, delivering deeper insights and adding tangible value – eliminating the barriers of outdated systems.”

Forsta has also expanded its use of AI on its HX Platform, including a summarising tool to help distil large volumes of structured and unstructured data into themes and insights.

Other features include AI Compose, which helps to draft survey questions, reports and responses, and a recommendations feature called AI Recommend.

Ferguson added: “Forsta AI empowers businesses to accelerate the time to insight, anticipate customer needs, deliver personalised experiences and drive meaningful outcomes.

“In this era of rapid innovation, companies that embrace AI-driven insights will not only lead in customer and employee engagement but also achieve lasting competitive advantage.”