The tools, called Qualtrics Qualitative Research, include automated summaries for video feedback, in-depth interviews and focus groups, and as well as generative AI make use of analytics and predictive insights functions.

Qualtrics said the tools would allow organisations to automatically add video feedback to unique profiles in its Experience iD platform.

Other features include allowing researchers to upload and transcribe multiple longform videos of individuals or focus groups.

Brad Anderson, president of product, user experience and engineering at Qualtrics, said: “Collecting customer feedback and product insights is essential in the rapidly changing digital landscape. It helps businesses stay competitive, spot trends, and seize market opportunities.

“Qualtrics’ AI-powered Qualitative Research solutions and Experience iD consolidate quantitative and qualitative research with powerful analytics, enabling organisations to make informed decisions on future product, policy and design choices that increase customer satisfaction and revenue.”