The tool, called Bastion Vantage, aims to find emerging behaviours, cultural shifts and commercial opportunities, using traditional research methodologies and real-time intelligence to help companies understand key insights from online platforms.

Cheuk Chiang, group chief executive at Bastion, said: “Bastion Vantage is an important addition to our integrated offering, bringing together AI and human expertise to help organisations navigate complexity with greater confidence.”

Joanne Norton, managing director at Bastion Insights, added: “Marketers are drowning in metrics and starving for meaning. Data can tell you what happened, but insight explains why it happened and, more importantly, what to do next.”