FlexMR launches qual analysis tool

UK – Consumer insights agency FlexMR has created an integrated qualitative data analysis tool.

TextMR

The tool, called TextMR, uses artificial intelligence (AI) to analyse a custom range of qualitative responses, codify and categorise and provide a summary for stakeholders and researchers.

TextMR automates the creation of a code-frame for each analysis set, with each response then coded and tagged by theme, with some responses tagged with multiple themes, and a summary overview provided of the data.

TextMR is the qualitative counterpart to FlexMR’s quantitative analysis tool NumbersMR and follows the recent release of interactive reporting tool ActivateMR, all of which are part of the business’ InsightHub platform.

Annette Smith, product owner at FlexMR, said: “While we are always working to improve the InsightHub platform and innovate to remain at the forefront of the insights industry, generative AI has allowed us to add a step-change in the analysis of text data facilitating automation at scale.

“Text analysis is a notoriously time-consuming task, so to offer a way to automate this process for quicker high-quality qualitative insights at the speed of business is fantastic.”

FlexMR chief executive Paul Hudson added: “We are so pleased to launch a brand-new tool in this new year. TextMR is the natural next step after NumbersMR and ActivateMR, and to offer such a high-calibre tool with innovative foundations is a great achievement.

“This has been a highly requested addition to the InsightHub platform by our clients and we are pleased to be able to deliver in this way.”

We hope you enjoyed this article.
Research Live is published by MRS.

The Market Research Society (MRS) exists to promote and protect the research sector, showcasing how research delivers impact for businesses and government.

Members of MRS enjoy many benefits including tailoured policy guidance, discounts on training and conferences, and access to member-only content.

For example, there's an archive of winning case studies from over a decade of MRS Awards.

Find out more about the benefits of joining MRS here.

0 Comments

Display name

Email

Join the discussion

Newsletter
Stay connected with the latest insights and trends...
Sign Up
Latest From MRS

Our latest training courses

Our new 2025 training programme is now launched as part of the development offered within the MRS Global Insight Academy

See all training

Specialist conferences

Our one-day conferences cover topics including CX and UX, Semiotics, B2B, Finance, AI and Leaders' Forums.

See all conferences

MRS reports on AI

MRS has published a three-part series on how generative AI is impacting the research sector, including synthetic respondents and challenges to adoption.

See the reports

Progress faster...
with MRS 
membership

Mentoring

CPD/recognition

Webinars

Codeline

Discounts