The tool has been developed to capture feedback and emotional insights from respondents and combine them with Maru’s existing research approaches.

It can be used across mobile messaging platforms including WhatsApp and Facebook Messenger and uses machine-based technology to adapt to respondent conversations.

Ged Parton, chief executive, Maru Group, said: “By creating a conversational feedback approach as part of Maru/Hub, researchers can capture traditional qualitative and quantitative responses, as well as conversational insights, in one integrated platform approach.”

Todd Trautz, chief innovation and solutions officer, Maru/Matchbox, added: “Our internal studies have revealed that when we apply projective techniques to respondent conversations, we’re generating longer and richer verbatim from participants.”