QuestionPro, a provider of online survey and research services has purchased Bryght AI, an intelligence platform that helps companies drive customer retention, satisfaction, conversion and compliance by analyzing digital customer brand engagement.

QuestionPro intends to add the new technology to all of its platforms. Bryght AI analyzes millions of customer interactions, resulting in a large data set to help companies better understand the effectiveness of their communications.

“In simplest terms, with structured data, you get what you ask for. With unstructured data, you get what you didn’t even know to ask,” said Vivek Bhaskaran, founder and CEO of QuestionPro. “With advanced analytics now for both structured and unstructured data built into our platforms, clients will now be able to derive even better insights and business intelligence.”

“Unstructured text embedded in customer conversations represents a gold mine of data,” added Praful Chavda, founder and CEO of Bryght AI. “Our platform can automatically tag large volumes of such unstructured text data without requiring laborious manual efforts,”