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Episode Summary: AI, Innovation, and Market Research Trends (April 11 - April 18, 2025)
AI and Tech Innovations in Market Research
- NIQ’s Generative AI for Innovation: NIQ (formerly NielsenIQ) launched the BASES AI Screener – an innovation testing tool that taps NIQ’s consumer panel data and predictive models, using GenAI-based synthetic respondents to simulate targeted consumer feedback. NIQ’s Ramon Melgarejo said this “redefines how innovation decisions are made” by combining real purchase behavior with generative AI for faster, cost-effective concept screening.
- Voice Emotion Analysis by Phebi: Voice-tech firm Phebi released an AI-driven upgrade adding a genAI “Co-pilot” to analyze not only what respondents say but also their nonconscious emotions as they speak. The tool decodes vocal tone and emotion in real time, helping researchers capture genuine sentiment in qualitative interviews and CX feedback. Co-founder Mike Page noted it delivers “next-level insights” by quantifying underlying emotions securely with generative AI.
- Trustpilot Turns Reviews into Insights: Customer review platform Trustpilot introduced new analytics features that help businesses convert online reviews into actionable data for customer, market, and competitive insights. The features – including instant post-review questionnaires and visitor analytics – bridge marketing and CX teams, enabling deeper understanding of customer sentiment and higher conversion rates from feedback. Chief Customer Officer Alicia Skubick says the goal is to “turn customers’ voices into measurable business success”.
- Ad Metrics Accreditation for LinkedIn: LinkedIn received Media Rating Council accreditation for four video ad performance metrics (gross/net impressions & clicks). The accreditation covers in-feed video ads on LinkedIn’s site and app, reflecting industry validation of LinkedIn’s measurement rigor. MRC CEO George Ivie lauded LinkedIn’s “ongoing dedication to rigorous industry standard measurement” as video engagement on the B2B platform surges.
B2B Market Research Developments
- Big Valley Expands B2B Offerings: In San Jose, Big Valley Marketing – a B2B tech communications consultancy – launched three new practices focused on Brand Strategy, Marketing Strategy, and Market Intelligence. Each practice is led by industry veterans (e.g. Scott Friedman, Mel Johnson, Tim Marklein) and offers frameworks for data-driven strategy. Marklein said the expansion helps tech CMOs under pressure to prove marketing’s value by providing “insight-led strategies that align with business objectives.”
- HG’s Unified GTM Data Platform: B2B intelligence firm HG Insights unveiled its Revenue Growth Intelligence Fabric, a “unified, comprehensive repository” of data to optimize go-to-market functions across marketing, sales, and RevOps. The platform aggregates massive datasets from 20M companies and clients’ internal systems, applying AI analytics to identify opportunities and target accounts with deep precision. CEO Rohini Kasturi said it spearheads AI-assisted GTM decision-making, with Co-Pilot AI assistants coming mid-year.
Partnerships, Mergers, and Acquisitions
- Crisp’s UK Retail Data Acquisitions: Retail analytics firm Crisp acquired Atheon Analytics and ClearBox Analytics to boost its retail data integration capabilities. Crisp CEO Are Traasdahl said the move advances their mission to provide CPG brands with the insights needed to reduce supply chain waste and grow sales.
- Validity Snaps Up Litmus: Validity Inc. acquired email optimization platform Litmus to round out its end-to-end email marketing solutions. Validity CEO Mark Briggs said the deal immediately gives clients an “industry-leading, unified platform.” Erik Nierenberg, CEO of Litmus, said the pairing creates a “big win” for marketers.
- Consumer Edge Acquires Earnest Analytics: Alt-data provider Consumer Edge acquired Earnest Analytics, expanding real-time consumer transaction coverage in finance and healthcare. Consumer Edge CEO Bill Pecoriello called it a “transformative moment.” Earnest’s founder Kevin Carson said the combined firm will “unlock even greater value”.
- CleverTap Enters Promotions with rehook.ai: Engagement platform CleverTap acquired rehook.ai, a promotions automation tool. Co-founder Anand Jain said the move expands CleverTap into a “complete customer retention ecosystem” that unites insights with personalized offers.
- Mantis & Adnami Partner on Ad Attention: Mantis partnered with Adnami to launch Mantis Attention, an ad metrics tool focused on real audience engagement. Terry Hornsby said the solution moves beyond viewability to genuine impact. Alex Barstow emphasized better ROI for publishers and advertisers.
- Funding for Liminal’s Real-Time Insights: Intelligence startup Liminal raised $8.5M in Series A to grow its predictive insight platform for regulated sectors. CEO Travis Jarae said the company will expand its GTM-focused Sales Hub and deepen enterprise integrations.
- Cint’s $60M Infusion (Missed Last Week): Cint raised ~$60M via a heavily oversubscribed rights issue. The funding supports “Cint 2.0,” platform unification, and investments in media measurement and fraud prevention.
Industry Leadership & Organizational Changes
- Ex-Accenture Exec Joins MiQ Board: Brian Whipple, former CEO of Accenture Interactive, joined the board of MiQ to help guide its expansion and innovation strategy.
- RED C’s Next-Gen Leadership in Ireland: Ciara Reilly was named Managing Director of RED C Research, replacing co-founder Sinead Mooney. A new leadership team was also announced, including Conor Murphy, Bryan Cox, Ciara Clarke, and Shaun Fourie.
- Fifth Dimension Rebrands to 5D: Research firm Fifth Dimension rebranded as 5D, with new leadership hires to support growth in decision science and cognitive analytics.
- Media & Entertainment Consulting Startup: Former Harmonic execs Fernando Amendola and Thierry Fautier launched The Media League, a consultancy serving the M&E tech space with modular strategy and marketing services.
- Online Data Fraud Scandal – Op4G: Former Op4G executives were indicted in a $10M fraud scheme that used fake survey completions for billing. The scheme continued through a spin-off company and involved participants across multiple countries. The indictment is prompting research buyers to re-evaluate data quality standards.
Expert Insights & Thought Leadership
- Toluna’s CEO on 25 Years & AI: In an anniversary interview, Toluna founder Frédéric-Charles Petit reflected on the company’s evolution, its recent brand unification, and how AI is shaping Toluna’s platform.
- Optimizing Research Tech (ResTech): Z Johnson advised insights leaders to better align ResTech tools with user needs and regularly audit stacks to unlock their full value.
- Conference Takeaways – Quirk’s Chicago: Kelvin Claveria shared lessons from Quirk’s Chicago, spotlighting themes like upskilling, AI innovation, and the insights industry’s drive to “do more with less.”