NEWS24 March 2023

MMR Research and Nexxt Intelligence agree generative AI deal

AI New business News UK UX

UK – Consumer and sensory research agency MMR Research has partnered with conversational artificial intelligence (AI) firm Nexxt Intelligence on generative AI.


The partnership will see Nexxt Intelligence’s generative AI tool Inca SmartProbe integrated into MMR’s consumer surveys.

Inca Smartprobe uses generative AI to probe survey participants’ responses to open-ended questions.

Mat Lintern, global managing director at MMR Research, said: “In our piloting of Inca SmartProbe, we’ve been impressed by its ability to deliver deeper insight from open-ended questions in multiple languages.

“We look forward to being able to deliver deeper insights from Inca SmartProbe to our clients.”

Phil Sutcliffe, managing partner at Nexxt Intelligence, added: “We’ve been impressed by the enthusiasm of the MMR team for conversational AI technology and the speed with which they have evaluated and adopted Inca SmartProbe.

“We look forward to hearing about the value that Inca SmartProbe adds for MMR’s clients.”