The tool, called Daisy, will combine online survey and qualitative research techniques to help analyse consumer insight.

Tapestry trained a closed AI model on relevant questions and responses to common survey questions, and can be used for areas such as user experience surveys, concept testing, decision journey research and exploratory qual.

Jemma Ralton, commercial director at Tapestry, said: “We’re really excited to be bringing Daisy to our clients. We’ve been using AI behind the scenes for a while now to improve our processes.

“We’re dedicated to ‘making the complex beautifully simple’ and Daisy is a great example of that – allowing us to explore important topics in depth for our clients and provide clear direction on how to go forward.”

Ian Wright, co-founder and joint managing director at Tapestry, added: “During its development we’ve been utilising Daisy in customer relationship management and concept testing surveys for our key clients, and the results have been really impressive.

“Respondents appreciate a more engaging survey experience and our clients have benefitted from a much richer level of insight into key topics.”