Forsta Introduces Purpose-Built Market Research Agents That Accelerate Time to Insight by 50%

New AI agents embed intelligence across the research lifecycle, streamlining setup, analysis, and reporting

CHICAGO--(BUSINESS WIRE)--Forsta, a Press Ganey company and a leading provider of experience measurement, data analytics, insights, and market research technology, today introduced new AI agents in Research HX. The AI-powered agents help research teams meet rising demands for speed and quality without sacrificing rigor.

As research teams face increasing pressure to deliver faster results with leaner resources, Forsta’s AI agents embed intelligence directly into the research process, from survey setup and metadata management to verbatim analysis and executive-ready reporting.

“Research agents are part of a broader evolution of Research HX,” said Tobi Andersson, Forsta’s Senior Vice President and General Manager of Market Research. “We are embedding purpose-built AI at critical stages of the research process—from auto-generating report slides and accelerating verbatim analysis, to metadata management that speeds report setup and slide-level evaluation that strengthens how insights are presented. These capabilities deliver meaningful productivity gains while helping research teams move faster without compromising quality, rigor, or control. And this is just the beginning.”

Together, these AI-powered agents reduce manual effort, shorten review cycles, and streamline reporting workflows. By combining automated report generation, AI-driven verbatim summarization, metadata optimization, and structured review, research teams can reduce reporting timelines by 50%.

Market research agents and AI across the end-to-end process:

• Metadata: New metadata agent that cleans and standardizes data before reporting begins—accelerating setup and usability.
• Reporting: Automatically turns data into presentation-ready reporting in PowerPoint to speed time to insight. New agentic reporting and visualization capabilities are coming later in 2026, providing more options with less work.
• Research: New research agent that delivers tailored decision-ready insights from reports to surface key findings and conclusions in seconds. Including the ability to query your reports to unlock improvements.

As an early adopter of Forsta’s AI agents, Novus Group International has explored these capabilities to support the structuring of information and initial overviews, allowing its analysts to focus more time on deeper analysis and insight development.

“AI did not arrive as one invention. It arrived as a patchwork of powerful capabilities—text analytics, algorithms, risk models, language models—each one valuable, but often siloed,” said Mike Thompson, Press Ganey Forsta’s Chief Analytics Officer. “We’re bringing the full AI stack of capabilities together to work toward a common goal. We’re investing heavily in agent orchestration, calling the right specialized agent at the right time, chaining insights into actions across experience management and research use cases.”

The introduction of these AI agents builds on Forsta’s continued recognition as a leader in experience and research technology, including its recent placement as a Leader in the IDC MarketScape: Worldwide Voice of the Customer Applications 2025–2026 Vendor Assessment.

To learn more about the new AI agents in Research HX, and see how they can strengthen your research workflow, visit the Forsta website.

About Forsta

Forsta powers the HX (Human Experience) Platform—a suite of comprehensive experience and research solutions technology platform that break down the silos between Customer Experience (CX), Employee Experience (EX), and Market Research—so that companies can get a deeper, more complete understanding of the experiences of their audiences. Forsta’s technology, combined with its team of expert consultants, helps thousands of organizations across a variety of industries, including financial services, hospitality, market research, professional services, retail, and technology. Forsta is recognized by Gartner® as a Leader in the 2025 Gartner® Magic Quadrant™ for Voice of the Customer (VoC) Platforms, marking three consecutive times. Forsta is a Press Ganey company.