The tool, called Potentia Intelligence: Really Know (PI:RK), will use AI to embed smart probes within quantitative surveys, helping researchers to get access to data at scale.

PI:RK uses large language models and trains AI to help ask questions tailored for market research, with respondents’ answers and research objectives helping to customise questions to encourage elaboration or elicit more detailed information while identifying low-quality responses.

Suzy Hassan, managing director and co-founder at Potentia Insight, said: “By harnessing AI, we’re able to combine rich qualitative insights with robust quantitative data, empowering our clients to make more informed decisions based on a deeper understanding of their audience.

“This launch further solidifies our position in the digital research space, building on our rapid growth since our inception. It highlights our ongoing commitment to delivering higher quality data and tailored solutions to our clients.”