Basis Global and AnswerRocket form strategic partnership to revamp market research

Basis Global, a market research and brand intelligence firm, is partnering with AnswerRocket, an enterprise AI solutions consultancy, to redesign how market research insights are created and delivered to clients.

Most AI adoption in research has optimized for efficiency rather than better outcomes, producing faster surveys, quicker summaries, and dashboards that still leave teams debating what to trust and what to leave out. According to the vendors, this partnership takes a different approach: rethinking how market research could be improved using AI, so that tradeoff no longer holds.

"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 question we kept coming back to was: what are our clients not getting today, and why? It's not just about speed. Our clients don't need faster versions of the same research. They need deeper, more complete insights that actually drive decisions. AI makes that possible in ways it wasn't before, and that's what this partnership is designed to deliver."

The partnership’s first initiative introduces a new Researcher + AI approach to brand tracking at Basis Global. Brand tracking datasets have grown so large and complex that no research team could realistically explore every dimension of the data manually. AI makes it possible to systematically analyze the full dataset, testing hundreds of hypotheses across markets, audiences, and time periods to uncover patterns that would otherwise go undetected, the companies said.

Researchers remain at the center of the process, designing the research framework and translating those findings into clear strategic guidance. Basis calls this combination of AI-powered scale and human judgment Integrated Intelligence. The approach also lays the foundation for a connected data ecosystem combining survey, social, and search signals to create a more complete view of brand performance, said the vendors.

For clients, the difference shows up in the work itself. Guided by the researcher, the AI develops a comprehensive analysis plan and systematically evaluates the data, with each insight verified against the evidence for accuracy. What clients receive is a more complete understanding of their brand, backed by traceable data, and delivered as actionable guidance from senior researchers who know their business, the companies said.

“Basis has the research expertise and the vision for what the future of insights should be. What we bring is the AI engineering expertise to bring that vision to life in the form of scalable, secure, and reliable enterprise-grade solutions. When you combine those two capabilities, clients get undeniably higher quality insights they can trust,” said Jim Johnson, president of AnswerRocket.

Brand tracking is the first application in the partnership’s innovation roadmap. Basis Global and AnswerRocket will convene client roundtables bringing together research and insights leaders to examine where AI is creating real value, where skepticism remains, and what the industry needs next.

For more information about this partnership, visit https://basisglobal.co or www.answerrocket.com.