The system, called The Bridge, uses an AI tool called Skipper to examine questions from users, and then check the organisation’s own research history to provide answers, commissioning new research if answers do not already exist.

If new research is required, Skipper can work out objectives, question design, audience, sample size and any quality checks required, based on the organisation’s existing standards or research practices.

Users are able to edit and refine the research projects throughout the entire process, and Skipper is able to analyse the results to draw out relevant insights once fieldwork is complete. The results can then be used to feed into future questions from elsewhere in the organisation.

Lev Mazin, co-founder and chief executive at AYTM, said: “What’s even more important is that the Bridge becomes an extension of the existing insight department’s best practices, customisations, context and their decades of experience, offering a place where brand managers, marketers, researchers and executives alike can collaborate with confidence in an always-on insights flow.”