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InSites Consulting launches research automation tool Fluent

With research automation on the rise, global consumer insight agency InSites Consulting just announced the release of its own research automation software, Fluent, an end-to-end research automation tool for all consumer validation needs. The launch of Fluent fits within the broader ambition of the agency to offer clients the opportunity to benefit from a hybrid service delivery model.

The market research industry is at the tipping point of the automation wave. According to the latest GRIT report, automation is especially popular when it comes to analysis and reporting of quantitative research, with close to 50% of participants reporting to have adopted, or being in the process of piloting, automation tools. This is in line with a recent InSites Consulting study among corporate research and insights managers, indicating that 35% of insight professionals are experimenting with DIY tools today, and 52% are exploring automated solutions for the future.

Fluent is InSites Consulting’s answer to the growing need for automation and self-service within the market research and insights space. The Fluent platform, unlike many automation tools in the market focusing mainly on faster processes, adds a consultative, expert-approved layer. It is an end-to-end automation solution for clients, integrating all aspects of setting up and running a quantitative test among consumers, from study design to data collection, data analysis, and reporting. The platform allows research users to create and deploy research studies at their convenience, promising a turnaround time of 2-3 days from the initial set-up to the final insight delivery. The entire process can be run fully DIY, or co-piloted with a solution-driven expert, ensuring strategic input into the process and value-add interpretations of findings.

The Fluent platform was originally developed by South African modern insights agency Columinate. With Columinate having recently joined the InSites Consulting ranks, the software now becomes part of InSites Consulting’s global offering. “Fluent is designed to make research more efficient, and extends the digital research benefits of increased speed, lower cost, and higher quality to a whole new level. Today, Fluent is available in the South-African market, solely for ad testing as a first pilot roll-out. In the second phase of development, Fluent will incorporate more validation methodologies such as insight validation, idea screening, including concept and pack testing before rolling it out globally.” says Henk Pretorius, co-founder Columinate and today Managing Partner at InSites Consulting.

With the Fluent automation platform, clients will be able to radically reduce the cycle time of consumer validation projects, drive down overall costs, and take full control of the research process. It also means more time can be freed up to produce the actionable insights brands are craving for, and to generate fresh ideas and strategies from those insights. Staying true to InSites Consulting’s consultative and full-service approach, the validation solutions offered through Fluent will be tailored to the needs and wants of individual clients, offering a desired level of customization. In addition, the Fluent platform will be integrated into InSites Consulting’s community platforms, unlocking an additional layer of efficiency by having the same participants collaborate across multiple studies.

In most cases, the internal-clock speed of companies is slower than the external-clock speed of environmental change. With Fluent, we are supporting clients in synchronizing these clocks. The Fluent technology supports our ambition of becoming the first full-fledged hybrid research agency, incorporating a DIY environment in our full-service research offering,” concludes Annelies Verhaeghe, Head of Innovation and Managing Partner at InSites Consulting.

About InSites Consulting

InSites Consulting was founded in 1997 as a spin-off of Vlerick Business School, one of Europe’s finest business schools. Being a Great Place to Work® and a GRIT top 10 most innovative market research agency 6 years in a row, it is globally recognized as a pioneer and innovator in empowering people through new (digital) technology to drive better and faster consumer decision making. With a team of 250+ people across 8 offices (Belgium, the Netherlands, the UK, the US, Romania, Germany, Australia and now South Africa), it serves the consumer insight needs of more than a third of the world’s Best Global Brands such as BBC World, eBay, Heineken, IKEA, L’Oréal, Mastercard, Philips, Volkswagen, Uber and Unilever. Through its Global Community Moderator Network, it services clients on a global scale in more than 50 countries.

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Contact: Kristof De Wulf, CEO InSites Consulting +32 496 23 29 20

About Columinate

Founded in 2008, Columinate is South Africa’s first, leading, and largest modern insights agency that’s known and awarded for making clever simple. The independent, full-service digital research agency uses a range of cutting-edge methodologies to help its clients understand, satisfy and engage their customers.

For more information, please visit

Contact: Henk Pretorius, Managing Partner Columinate – InSites Consulting +27 11 782 7246

About The Research Society 1084 Articles
The Research Society is the peak body for research, insights and analytics professionals in Australia. It has a diverse membership of individuals at all levels of experience and seniority within agencies, consultancies, client-side organisations, the non-profit and government sectors, support services as well as institutions and the academic community. As well as over 2,000 individual members, the Research Society has 125+ company and client partners, with the number continuing to grow. The Research Society research professionals and company partners commit to and are regulated by the Research Society Code of Professional Behaviour.