The ‘Voice of Market’ tool offers conversational surveys within Rival’s existing insights platform, which clients currently use to conduct ongoing research with specific customer audiences.

The new tool expands the platform and means users will be able to extend their survey reach beyond existing customers, including non-customers and competitors’ shoppers, according to Rival.

Andrew Reid, chief executive, Rival Technologies, said: “By keeping it conversational, participants no longer feel like they are part of a boring survey experience, and what we see is genuine, authentic, in-the-moment insights that can  go a long way for our clients.”