AI barometer

The power of AI
The expertise of people

Sharper insights, faster results and data you can build on. We combine AI with the expertise of our researchers, so your research gets better and stays reliable.

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Innovation you can build on

AI is changing our field rapidly. While many agencies wait and see, we deliberately choose innovation, because we believe AI can enrich research: more depth and more meaning from your data. But innovation only counts for us if reliability stays intact. That's why we use AI with the expertise and care you've come to expect from us. For us, the question is never whether something can be done with AI, but whether it genuinely makes your research better.

André de Heer

CEO

However powerful AI is, one thing always comes first: nothing matters more than data you can build on. A sharp insight is only worth something if the figures behind it are right. And that's what our field is all about, with or without AI.

Our private AI repository

Our innovation has a home of its own: a private AI repository. A secure environment, fully managed in-house, where everything happens within our own walls and nothing ends up in public AI tools.

That investment has one goal: to keep the quality of our work high and to let AI adapt to what each client needs. That's why our researchers train and check the AI themselves, and we systematically test whether the results are correct.

That way, our services grow with what's possible: sharper research, more depth, and always that little bit more than yesterday. With a person who always signs off on the end result.

Private AI repository, where everything comes together

Our research expertise, combined

AI in a fully secure environment

Human review of the output

Public AI tools: no access

In-house Shaped around your question GDPR-compliant Always traceable

People make the difference

AI does the groundwork. An experienced researcher provides the judgement.

A model sees patterns, but it doesn't know your market, doesn't understand the context and bears no responsibility. We do. That's why a person always reviews what the AI produces, weighs it up and decides what it really means for your question.

Because AI takes over the routine work, our researchers can focus fully on what really matters: the meaning behind the numbers, the connections you don't see straight away, and advice you can base a decision on.

Beyond the hype:
what AI really delivers

Processing questionnaires smartly

Routing, testing and checking questionnaires

Probing open answers

AI probes further, just like a qualitative researcher

Analysing large datasets

Even thousands of open answers in one overview

Discovering patterns

Signals the naked eye would miss

Visualising data

Figures turned into clear visuals

Cleaning data

Noise, bots and speeders removed efficiently

Get more from your research
with AI probing

A standard survey stops at the first answer. Our AI probes further, just like a qualitative researcher, and records why someone thinks what they think. That gives you deeper insights, at the scale of a survey.

Learn more about AI probing

Phone showing an MSI survey in which AI asks follow-up questions

Open answers

AI automatically sorts everything into the themes that matter.

Structuring open answers

Open answers tell the honest story behind the numbers. Our AI brings structure to them at lightning speed, so those stories don't get lost in the crowd.

Looking ahead

Synthetic data

We're keeping a close eye on synthetic data: answers that don't come from real people but are generated by AI based on existing research. The promise is big: faster, cheaper, and able to cover hard-to-reach groups too. But synthetic data is still a reflection of the past: new developments and shifts that haven't been measured yet aren't in it.

So for us, the question isn't whether we'll adopt it, but when we can validate it with certainty. Until then, we base our conclusions on data we know is real. When that changes, we'll be ready, in our own way: tested, monitored, and with a person who vouches for the result.

AI Barometer

We don't just apply AI, we also measure what people think of it. With the AI Barometer, our largest ongoing AI study, we continuously ask a representative sample of 1,000 people in the Netherlands for their views: how they use AI, what they think of it and what it means for their work and daily lives. Alongside, you'll find a selection of the media coverage.

Go to the AI Barometer