Commenting on the partnership, Phebi co-founder and chief executive Mike Page said: “Around the world and across industries, quant, qual, UX, and CX research are all evolving rapidly. Clients expect to gain new understanding of how people feel and what drives behaviour with a fast turnaround.

“As a result, researchers are turning to new technology that enhances traditional methods and quickly delivers new insights. Phebi works as an add-on to the platforms that researchers are already using; it delivers new emotional intelligence affordably without disrupting today’s workflows or project timelines.

“Now, with the new, fully DIY version in the market, use of Phebi is shifting from special projects to every day. I’m confident Ignite will be an outstanding partner for customers and representatives of Phebi within the research community and beyond.”

Ignite Connexion president Mike Mohammed added: “Phebi already provides new non-conscious insights to agencies and brands around the globe. New capabilities, such as the recent addition of the ability to detect emotion in video in addition to audio, are continually arriving.

He continued: “The company’s historic focus on other geographic markets means that there is potential for rapid adoption in the Canadian market as agencies seek to differentiate themselves from their competition. We’re pleased to have been selected by Phebi to be their partner in what we anticipate will be an exciting transition in the market.”