Forsta, a Press Ganey company, is a top provider of experience measurement, data analytics, and market research tech. They have launched a new suite of AI-driven research agents in their Research HX platform. These tools are designed for market research teams. They aim to speed up gathering and delivering insights while keeping analysis strong.
Organizations want quick insights but have limited resources. Research teams struggle to balance speed and accuracy. Forsta’s newly introduced AI agents address this gap by embedding intelligent automation across the entire research lifecycle. From survey configuration and metadata organization to qualitative analysis and executive-level reporting, the agents streamline several traditionally manual tasks.
“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.”
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The AI agents are designed to reduce manual workloads and improve efficiency across research workflows. By automating tasks such as report creation, text-based response summarization, and metadata standardization, the technology can shorten reporting cycles and accelerate time-to-insight by as much as 50%.
The platform introduces several specialized agents tailored to different stages of the research process. A metadata agent prepares and standardizes datasets before analysis. This improves usability and cuts setup time. During reporting, AI can automatically turn research findings into PowerPoint reports. This helps teams share insights faster. Additional reporting and visualization features are expected to roll out later in 2026.
A research-focused tool helps analysts quickly find key points in reports. It creates easy-to-read summaries and lets users ask questions about datasets for more insights.
Early adopters, including Novus Group International, have already begun exploring the technology. The company says that AI tools organize information and give initial overviews. This lets analysts focus more on detailed interpretation and strategic analysis.
“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 launch further strengthens Forsta’s position in the experience and research technology market, following its recognition as a Leader in the IDC MarketScape: Worldwide Voice of the Customer Applications 2025–2026 Vendor Assessment.
