QuestionPro Acquires PathosAI

Investment in AI Will Help Customers Reap the Rewards of Measuring Emotional Engagement

[the_ad_placement id="news-telecom-top"]

The News:

QuestionPro, a survey and research, data, and insights services provider, has acquired PathosAI, bringing in AI expertise that will help uncover consumer intent and sentiment through measuring emotions and correlating them to why decisions are made. The PathosAI technology will be integrated into the QuestionPro research and insights platform, building on existing AI and natural language processing (NLP) capabilities. See the full press release here.

QuestionPro Acquires PathosAI

Analyst Take:

QuestionPro has had quite an acquisition run over the past 12 months.

  • February 2023: Acquired healthcare innovation and go-to-market commercialization consultancy Pundit Consultanz, and its founder and CEO Arti Bedi Pullins became President and Chief Healthcare Officer at QuestionPro.
  • February 2023: Acquired assets of multilingual, real-time engagement platform doopoll, expanding its UK presence and broadening its platform.
  • October 2022: Acquired journey mapping provider SuiteCX and named industry veteran and SuiteCX CEO Valerie Peck as a Managing Director.
  • September 2022: Acquired Digsite, a provider of digital qualitative research.

This latest acquisition will deepen QuestionPro’s AI capabilities and is well-suited to support its research, CX, and EX solutions. PathosAI can measure emotional engagement across channels, in real time and in real life. Importantly, it can also predict customer decisions by tying behavior drivers to outcomes. The company’s proprietary models have the capabilities to find eight distinct emotions and their intensity; 18 possible drivers and their importance to the speaker; and hundreds of behavior enablers and disablers. They can also identify and infer specific contextual information from customer-generated data.

“It’s no longer good enough to just listen to customers – increasingly they demand that brands actually empathize with them,” says Sumair Sayani, PathosAI’s founder. “Our integrated service, which will enable brands to unearth customer emotions, predict what drives those emotions, and create a customer pathway to maximize delight represents a quantum leap in the power of market research and CX to drive better business outcomes.”

I reached out to Ken Peterson, President of CX at QuestionPro (and CX Innovator) to learn more about how this acquisition will specifically benefit CX professionals.

“In the customer experience space, we often rely on metrics that we can measure on a scale so we can diagnose problems. However, customer experience is really about emotion, says Peterson. “With the integration of PathosAI into our customer experience platform, we’ll uncover more about the emotional elements behind customers’ decisions, connecting the reasoning with the emotion to better understand customer needs and address them.”

QuestionPro has been aggressive about building its platform, broadening its capabilities, deepening its expertise in verticals desperate for good CX (I am looking at you, healthcare), and continuously evolving its AI capabilities. These moves are good strategies that will pay dividends to its customer base.

Author Information

As a detail-oriented researcher, Sherril is expert at discovering, gathering and compiling industry and market data to create clear, actionable market and competitive intelligence. With deep experience in market analysis and segmentation she is a consummate collaborator with strong communication skills adept at supporting and forming relationships with cross-functional teams in all levels of organizations.

She brings more than 20 years of experience in technology research and marketing; prior to her current role, she was a Research Analyst at Omdia, authoring market and ecosystem reports on Artificial Intelligence, Robotics, and User Interface technologies. Sherril was previously Manager of Market Research at Intrado Life and Safety, providing competitive analysis and intelligence, business development support, and analyst relations.

Sherril holds a Master of Business Administration in Marketing from University of Colorado, Boulder and a Bachelor of Arts in Psychology from Rutgers University.

SHARE:

[the_ad_group id="12540"]
[the_ad_placement id="news-telecom-sidebar"]

Latest Insights:

OpenAI Is Positioned as a Major AI-Powered Software Development Company, Competing With Microsoft, GitHub, Anthropic, and Startup Cursor
Analysts Mitch Ashley, VP of DevOps and Application Development, and Nick Patience, VP of AI Software and Tools, at Futurum, share their insights on the implications of OpenAI’s agreement to acquire AI coding tool company Windsurf. The acquisition propels OpenAI forward in its quest for leadership in the AI coding and agent development market.
The 2025 Edition of the Venerable Conference Shows How It Is Evolving Under New Ownership While the Industry Navigates the Impact of AI
Key analysts at Futurum share insights on the rebranded RSAC Conference's transformation into a broader platform, the conference experience, and highlight trends including AI implementation and the importance of identity and data security.
AWS Leads Amazon’s Q1 FY 2025 With 17% Yoy Revenue Growth; Retail Business Remains Steady
Olivier Blanchard, Research Director at Futurum, breaks down Amazon’s Q1 FY 2025 results. The focus is on AWS growth, rising ad revenues, cost efficiencies, and tariff risk shaping the outlook for Amazon’s operating margin and cloud scale-up.

Latest Research:

In our latest Research Brief, Hammerspace Tier 0: Unlocking Greater Efficiency in GPU-Driven Computing, The Futurum Group explores how organizations can overcome latency and storage inefficiencies by unlocking stranded NVMe capacity within GPU servers.
In our latest market brief, Enhancing Cyber-Resilience: A Multi-Layered Approach to Data Infrastructure, Protection, and Security, The Futurum Group, in partnership with Lenovo, explores how organizations can design resilient systems that reduce downtime, safeguard critical data, and empower lean IT teams to act swiftly in crisis moments.
In our latest Research Brief, Secure Data Infrastructure in a Post-Quantum Cryptographic World, created in partnership with NetApp, The Futurum Group explores the quantum cybersecurity threat and offers a roadmap to protect enterprise infrastructure through Post-Quantum Cryptography, crypto-agility, and proactive data security strategies.

Book a Demo

Thank you, we received your request, a member of our team will be in contact with you.