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A new market research platform that uses artificial intelligence (AI) to detect and interpret verbal and nonverbal cues from respondents is set to shake up a usually staid and traditional industry.

Called sens, it is said to have the ability to understand emotions, interpret tone and read physical reactions. It is a joint venture between communication agency F/NE and venture builder YellowSpot. Its approach to data collection is said to enable more precise marketing and gathering of insights at about the half the cost of conventional market research...

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