Welcome to twir — the weekly show delivering AI-powered summaries of market research news and insights. Each week, we scan and ingest media from top blogs, podcasts, articles, and reports, distilling the key trends shaping the industry. Best of all, twir episodes learn and get smarter over time, building a POV on an archive of past news and trends.
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Episode Summary: AI, Innovation, and Market Research Trends (January 23 – January 29, 2026)
AI and Tech Innovations in Market Research
- Bilendi’s AI Platform Automates Global Research: Paris-based Bilendi rolled out a major upgrade to its Discuss platform, powered by its BARI AI engine. The system now automates multi-country research projects end-to-end – from questionnaire design to real-time analysis – and even generates PowerPoint reports with insights and recommendations. CEO Marc Bidou says the AI-driven workflow removes limits on international research and turns the platform into a “global intelligence engine” for clients.
- Nexxt Enhances Conversational Surveys with “Loop” Questions: Toronto’s Nexxt Intelligence added Loop Questions to its inca conversational AI survey platform. The new feature lets researchers rotate concepts and manage quotas seamlessly in AI-moderated interviews. Founder Kathy Cheng explains that inca’s advanced AI probing, paired with Loop’s personalized question sequences, yields deeper insights than traditional surveys while maintaining scale.
- New Qual Platform “Bello” Promises Invisible Tech: In Canada, Shamsu Bhaidani (founder of HatchTank) launched Bello, a platform purpose-built for live qualitative research. Bello offers HD video interviews, a virtual backroom for observers, instant transcriptions, and AI-generated highlight reels, all with “invisible” tech that requires no special downloads. Bhaidani emphasizes trust and transparency – participant data stays with researchers, pricing is fully public, and the goal is technology that “works perfectly” so conversations flow naturally.
- Deeto Upgrades Always-On Customer Feedback Engine: Seattle-based Deeto unveiled an upgrade to its real-time customer voice platform. The AI-native system continuously captures customer conversations and sentiments across channels, converting unstructured feedback into “clear intelligence” for instant decision-making. CEO Eran Baron says the revamp ensures the customer’s voice is “always connected, always current” – enabling sales, marketing, and product teams to act on insights in real time.
B2B Market Research Developments
- Intentsify Boosts B2B Data with Acquisition: Boston-based Intentsify, a B2B intent data and go-to-market platform, acquired Salutary Data to enhance its contact and account intelligence. The deal enriches Intentsify’s data ecosystem (including its 5x5 data co-op) and improves identity resolution for B2B marketers. Intentsify’s CEO Marc Laplante says it “fuels a more powerful growth engine,” bridging intent signals with verified decision-maker data to drive better B2B marketing outcomes.
- Torfac Expands into U.S. with Senior Hire: Canada-based analytics firm Torfac (formerly WiseWorks) appointed Roy Inong Jr. as Director of Client Development for the U.S. Torfac, known for its proprietary B2B and B2C panels and full-service research platform, created the role to strengthen U.S. client relationships and custom research solutions. The move follows Torfac’s broader strategy of scaling its tech-enabled insights services for enterprise clients in North America.
Partnerships, Mergers, and Acquisitions
- Ipsos Buys OOH Measurement Specialist in UAE: Ipsos acquired Dubai-based Seventh Decimal, gaining advanced tech for Out-of-Home ad audience measurement. Seventh Decimal’s mobility data tools will be integrated to make Ipsos “the global reference” for OOH metrics, enabling cross-media comparability in campaign planning and evaluation. Ipsos ME CEO Jean-Laurent Poitou says the deal positions Ipsos as MENA’s leader in OOH measurement and opens opportunities to scale these capabilities globally.
- UserTesting & Figma Partner on AI-Powered UX Tests: Enterprise insights firm UserTesting partnered with design platform Figma to let product teams run user experience tests within Figma’s workflow. An AI plugin (launching Q2) will convert Figma prototypes into live tests “in under a minute” by auto-generating tasks and questions. Results – including behavioral insights and video clips – flow back into Figma for rapid iteration. The integration (following UserTesting’s acquisition of User Interviews) aims to fundamentally speed up design feedback loops, according to the company.
- Panel Quality Alliance: Fair Response + Research Defender: New panel provider Fair Response (launched by industry vets Matt Gershner and John Taliercio) is integrating Research Defender’s fraud detection tech to bolster data quality in its “Fair Opinions” panel. The partnership will weed out bots, duplicates, and bad actors in real-time, helping Fair Response scale its U.S. sample responsibly. Gershner said this added layer “ensures clients get data they can trust,” reaffirming that respondent experience and quality are the firm’s top priorities.
Industry Leadership & Organizational Changes
- Former Hall & Partners Director Joins DVJ: Lucy Burnham, a 20-year insights veteran (ex-Kantar and Hall & Partners), has been hired by DVJ Insights as a Client Consultant in London. DVJ – known for brand and comms research across Europe – says Burnham’s blend of strategic leadership and comms expertise will bolster its UK team’s client-facing strength. UK MD Jemma Toynebee-Smith noted Burnham’s breadth of experience in building trusted partnerships with major brands.
- Ex-Diageo Strategist to Lead The Mix’s NY Office: Insight agency The Mix Global appointed Westin Grabow (former Diageo innovation director and planner) as Strategy Director in New York. Grabow brings 16+ years across CPG and consulting, including roles at Egg Strategy and Firefish, and will help The Mix’s US and global clients turn cultural intelligence into growth strategies. Founder Tash Walker says his mix of “strategic depth, commercial understanding and cultural intelligence” is crucial as the agency expands its U.S. presence.
- Norstat Alumna Heads Global Growth at Tellet: Amsterdam-based Tellet, an AI-moderated qual interview platform, hired Yvette Huitema as VP of Business Development. Huitema, former Managing Director of Norstat Netherlands (who sold her firm Respondenten.nl to Norstat), will lead Tellet’s global expansion and client acquisition. CEO Greg Burke says her “entrepreneurial drive and deep industry credibility” will help scale Tellet worldwide, as she knows the research ecosystem “inside out” and how to build solutions researchers love.
- PureSpectrum Recruits APAC Growth Leader: Sample technology provider PureSpectrum named Arnaud Frade as Enterprise Go-to-Market Lead for Asia Pacific, based in Singapore. Frade is an insights industry veteran (ex-Nielsen APAC President and former Ipsos global lead) with two decades of experience driving growth programs. In this new APAC role, he’ll help major brands and agencies leverage PureSpectrum’s automated sampling and data quality solutions across the region. The hire follows PureSpectrum’s recent moves to extend its “Synthetic Respondent” capabilities with partners like Qualtrics and investments from TA Associates.
Expert Insights & Thought Leadership
- AI Governance Principles Launched by Firefish: London-based consultancy Firefish established a formal AI Governance Council and a framework of five principles to ensure “safe, responsible and client-centered AI innovation.” The principles – covering human oversight, accuracy, transparency, privacy, and fairness – aim to combat overreliance on unchecked AI outputs. Firefish exec Richard Owen said the biggest AI challenge is now overconfidence in unvalidated results, and the new governance is about maintaining integrity and human context in high-stakes research. CEO Jem Fawcus added that amidst bold AI claims, clients need confidence that insights remain grounded and culturally informed.
