NEWS18 January 2024

FlexMR launches qual analysis tool

AI Data analytics New business News UK

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


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.”