The launch follows Okay Human joining DigitalMYnd late last month, bringing together DigitalMynd’s behavioural data with Okay Human’s qualitative understanding.

The partnership’s first major launch since the acquisition is a set of behaviour-triggered research capabilities to allow brands and agencies to understand decision-making and engage people based on real-world actions.

The capabilities will trigger qualitative studies based on observed actions across areas such as search, browsing, shopping, media consumption and switching behaviour.

Okay Human said that the new capabilities were being integrated into innovation, audience understanding, customer experience, campaign development and ongoing tracking work.

DigitalMYnd was created by former leaders of Phoenix Marketing International earlier this year, and focuses on behavioural, qualitative and quantitative data to help understand consumer actions.

The company uses AI-assisted behavioural and consumer research modelling, and is planning to expand via organic growth and strategic acquisitions.

Okay Human is a conversational research firm based in New York and founded in 2018. The company was formerly known as Sympler, before rebranding last year.

Ben Jenkins, co-founder at Okay Human, said that the partnership with DigitalMYnd adds “the ability to ground that honesty in real behaviour, connecting what people say and feel to verified, opted-in behavioural signals from known individuals”.

John Schiela, chief client and commercial officer at DigitalMYnd, added the partnership would open up “new ways to deliver insight”, and build “intelligence that connects human context to real behaviour, sharpens segmentation, and helps teams move beyond one-off studies to something more grounded, more predictive and more actionable”.