The ‘Decision Intelligence Suite’ includes personas, which use AI agents trained to present past research results and other customer data.

The proposition also offers simulators to integrate predictive models and related research data into interactive tools, allowing users to explore alternate market scenarios.

Other elements include ‘Intelligent Signals’, which monitors, curates, and synthesises external conversations and market developments shaping a brand’s environment. 

Jim Garrity, chief executive at CMB, said the new offer “turns research from a point-in-time deliverable into a living decision capability. It gives teams a trusted way to listen for change, understand what it means, test their options, and move forward with greater clarity and confidence.”