The tool, called Themeit, extracts themes and autocodes verbatim data using generative AI, as well as allowing users to work collaboratively with the AI to make refinements and adjustments.

Themeit is integrated into the Codeit platform, which uses machine learning, machine translation and manual coding tools to help market research organisations explore data.

Codeit is a verbatim coding tool provider based in London that works with market research organisations, coding providers and in-house researchers.

Tim Brandwood (pictured), chief executive and co-founder at Codeit, said: “We are delighted to announce this exciting addition to the Codeit product. It provides a huge productivity boost and allows us to deliver even more automation than ever before, without losing the power of human oversight and the value that people can bring to the process.”