• by Ray Schultz , June 20, 2023

Email teams tasked with conducting market research have a new AI tool to help them analyze data. 

Aha Insights Technology is offering a tool called Aha Intelligence, to help market researchers and brand insights teams make sense out of unstructured data.

According to the company, the new offering helps analysts:

• Apply sentiment analysis
• Synthesize connected and unconnected data points 
• Provide supporting examples to key insights

Aha Intelligence allows brands to auto-tag entire studies to instantly organize supporting text-based quotes, video clips, and images, the firm says.

"We have been deliberate in our development and very clear that artificial intelligence, still in its infancy, is a tool that needs to be guided and curated with human expertise leading the way,” says Ray Fischer, CEO of Aha Insights Technology. 

Fischer adds, “While AI won't replace the human expertise factor, it will provide the researcher with a catalyst to organize and prioritize thoughts and supporting insights faster and easier than the traditional human analytic processes."