How human experience gives researchers a competitive edge Content AI has transformed the research industry. Tasks that once took days now take minutes. Automation and AI have removed friction from scripting, fielding, and reporting. And with every new tool promising even more automation, challenges are shifting. And the uncomfortable thought arises: When everyone has access to the same AI, what differentiates you as a researcher? […]
Narrative HX to turn unstructured feedback into fast, actionable insight AI-powered text analytics solution builds custom models in minutes accelerating time-to-insight across industries Forsta, a leading provider of experience measurement, data analytics, and insights, has launched Narrative HX, an AI-powered solution for unstructured feedback analysis. Narrative HX turns raw feedback into structured insights—highlighting common pain points, signals of trust or concern, and the factors driving customer decisions—and delivers […]
The future of insights leadership Content If you had told me in 1999 that one day I would talk about “research agents” and Human Experience (HX) platforms instead of SPSS files and CATI scripts, I would probably have asked you what on earth an “agent” was supposed to do with my quota plan. I wasn’t planning any holidays or trying […]
How research workflows (and roles) will change in 2026 Content As AI becomes more embedded in research workflows, the conversation is evolving. Early excitement about what might be possible is giving way to more practical questions about quality, accountability, and how the whole workflow gets done when automation is no longer novel. Why ‘humans in the loop’ […]
Content Your customers aren’t tethered to desktops. They’re out in the world scrolling, searching, and shopping from the palm of their hand. That’s your opportunity to meet them where they are, with a feedback strategy that’s just as mobile and dynamic. Consider that more than half of all digital interactions happen on mobile devices, and […]
Becoming an AI-ready market researcher: The skills you’ll need in 2026 Content For market researchers and insights professionals, ‘AI-ready’ can feel like a daily moving target. New tools appear constantly, expectations keep rising, and advice often sounds like a race to become more technical, more automated, more futureproof, more everything all at once. But being […]
AI myths and essential truths: What it can (and can’t) do for the insights industry Content Depending on who you listen to, AI is either about to replace insights professionals entirely or unlock a golden age of human-robot insights. As is typical with technological developments, the reality is less dramatic than many of the AI myths floating about, and far more useful. AI isn’t progressing […]
Content Too many brands treat checkout like the end of the story. But the real story begins afterward, in the moments when customers decide whether that purchase was worth it. What happens after the sale defines how customers remember your brand. It’s the difference between a transaction and a relationship. Post-purchase engagement is where true […]
Why AI built for research is built different Content Whether you’re loving all the AI news, or hating it, it’s impossible to avoid. 63% of research teams and agencies have already adopted AI. It’s our reality that AI is molding the research process, reshaping the researcher’s role, and rewriting what it means to deliver value to stakeholders. But you’re not throwing participant data into ChatGPT to generate your charts or asking Gemini to find […]
Deciphering your data: The cornerstone of data collection Content The legacy of Decipher Long before “no code” was cool, a small team asked a big question: “What if we could understand more about our gamers online?” The early spark was a web survey for a Mattel title, built by engineers who cut their teeth on […]
