PSB Insights launches AI-based approach
The tool, ‘Narrative Intelligence', issues conversational surveys that include open-ended questions and AI-based follow-ups.
PSB’s advanced analytics team then translates the data into metrics including driver models, buyer journeys and emotions.
The company said the approach can identify ‘blind spots', determine drivers of behaviour and illustrate complex customer journeys.
Rob Kaiser, chief methodology officer, said: “Real insights start with real stories. Surveys packed with ratings wear people out and give us thin data. Human stories plus AI give us metrics that actually tell the truth.”
Founded in 1975, PSB Insights (formerly Penn, Schoen & Berland) is headquartered in Washington, D.C.
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