Forsta adds predictive analytics

UK & PORTUGAL – Market research technology business Forsta has partnered with customer experience data company GemSeek to add predictive net promoter scores (pNPS) to its platform.  

Predictive NPS uses existing operational, customer and financial data as a source for a machine learning model that assigns satisfaction scores to customers who don’t respond to surveys or share direct feedback.

The model combines behavioural data, including CRM data and demographics, with customer satisfaction data from survey responses from across a customer base. Data science methodologies are then used to identify which factors have the biggest impact on customer experience.

The analytics are now part of Forsta’s ‘human experience’ platform, which covers customer experience, employee experience and market research.

Giles Whiting, chief operating officer and managing director at Forsta, said: “These capabilities will enable our clients to cater to their customer needs in a proactive and personalised fashion and optimise their customer experience approach.”

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