NEWS29 November 2021

4Sight and CHN Analytics team up

Data analytics M&A News North America

US – Consumer and brand insights company 4Sight has partnered with CHN Analytics, a provider of predictive analytics for the US Department of Defence.

Conceptual image of data analytics

Together, the companies will offer a research tool called FutureSet HI, said to provide visibility into the next High-Profile Ingredients, namely those ingredients that might have adverse health or environmental impact in various categories, such as consumer packaged goods, food and beverage and home.

FutureSet HI uses machine-learning technology to synthesise billions of documents in scientific, market and consumer datasets, including patents, lawsuits and blogs, into a model that allows strategists to flag up any areas of concern that could impact on public perception of a given brand.

“At a time when consumers are more focused than ever on the ingredients in products, it is imperative that C-suite executives have the ability to ‘see around the corner’ to get ahead of ingredients in their products that might pose a risk to consumers’ health, the environment, or shareholder value”, said Mark Jeffreys, founder of 4Sight and a former executive at Procter & Gamble who led the Gillette and Pampers brands.

The two companies offer more than 50 years of expertise in strategy, machine learning, technology prediction and consumer packaged goods (CPG). This expertise has shaped FutureSet HI, which is already being used by C-Suite executives of Fortune 100 companies, according to 4Sight.