Orchestrating insight: How Infotools approaches AI in market research

At Infotools, we see artificial intelligence as part of a bigger story: one about helping people work smarter with data. For more than thirty years, our focus has been on creating technology that makes research easier to explore, understand, and share. AI now gives us new ways to build on that foundation.

Our data analysis and reporting platform, Harmoni, is a powerful market research software that helps organizations generate insights through time-tested algorithms, automation, visualizations, and reporting functionality. It allows researchers to focus on interpretation. Our approach to AI builds directly on that foundation so that now the platform continuously works behind the scenes, processing results, surfacing patterns, and directing attention to the most promising areas for discovery. All while preserving data integrity in the secure environment of Harmoni. 

The newest expression of that thinking is ChatHarmoni, an AI-powered companion that’s integrated into the Harmoni market research platform. Drawing on more than 35 years of Infotools’ expertise in analyzing market research data, ChatHarmoni integrates Ipsos’ generative AI capabilities to enhance exploration and discovery within Harmoni.

Our approach to AI in market research is grounded in a few guiding principles that shape how we design, build, and evolve our tools:

• AI should amplify curiosity, not replace it. The real value of AI in market research lies in its ability to spark exploration. By summarizing data, suggesting new angles, or highlighting outliers, AI helps researchers decide where to dig deeper and feed their natural curiosity.
  
  
• Human context remains essential. Machines can process vast amounts of information, but meaning comes from the people interpreting it. We see AI as a partner that accelerates analysis while leaving space for human judgment, empathy and creativity.
  
  
• Data protection and provenance matter more than ever. Any use of AI must preserve data integrity and confidentiality. For example, ChatHarmoni operates through Ipsos Facto, benefiting from legal protections and governance with leading large language model providers including OpenAI, Google, Anthropic and Mistral. These agreements ensure customer data remains private and never contributes to model training.
  
  
• Integration beats isolation. AI works best when it enhances a system that already understands the structure of market research data. In Harmoni, AI capabilities are built on a foundation of automation, weighting and visualization so they create a continuous flow between raw data, insight generation and storytelling.
  

At Infotools, we’re using AI to make the analytical process more fluid, connected, and confident. The technology keeps evolving, but our purpose remains steady: to empower market researchers with tools that help them explore what’s possible, grounded in data they can trust.