Basis Global and AnswerRocket Partner to Rebuild Brand Tracking With AI
Basis Global, a market research firm, and AnswerRocket, an enterprise AI consultancy, announced a partnership March 19 to redesign how brand insights are created and delivered. The collaboration moves beyond efficiency gains to address what marketing teams actually need: deeper, more complete analysis that drives decisions.
Most AI adoption in research has focused on speed-faster surveys, quicker summaries, dashboards. The result leaves teams uncertain which insights to trust. Basis Global and AnswerRocket are taking a different path.
How the Partnership Works
The first initiative introduces what Basis calls "Integrated Intelligence" for brand tracking. AI systematically analyzes entire datasets, testing hundreds of hypotheses across markets, audiences, and time periods to surface patterns humans would miss. Researchers remain central to the process, designing the research framework and translating findings into strategic guidance.
Clients receive more complete brand understanding backed by traceable data and delivered as actionable guidance from senior researchers who understand their business. Each insight is verified against evidence for accuracy.
"The brand decisions our clients are making aren't getting simpler. They're getting more complex, and the research they rely on needs to keep pace," said Rune Mortensen, CEO of Basis Global.
The approach also creates a foundation for connecting survey, social, and search signals into a single view of brand performance.
Industry Input Shapes What Gets Built
Basis Global and AnswerRocket will convene client roundtables with research and insights leaders to identify where AI creates real value, where skepticism remains, and what the industry needs next. Participants get early access to innovations before market release and direct influence over development priorities.
Brand tracking is the first application in the partnership's roadmap. Additional use cases will follow based on feedback from these roundtables.
Learn more: Basis Global partnership announcement
For marketing professionals looking to build AI skills in market research, consider the AI Learning Path for Market Research Analysts or the AI Learning Path for Brand Managers.
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