AI can analyse large volumes of qualitative and quantitative data in seconds, uncover hidden patterns, and summarise findings automatically. It makes research faster, more accurate, and more affordable for organisations across Australia and New Zealand.
For more than two decades, Anne-Marie Moir has lived and breathed market research.
From focus groups in the 90s to digital surveys today, she’s seen the industry evolve and wrestled with its biggest frustration.
Everyone’s trying to make research faster, but speed means nothing if you lose the story in the data.”
Because in research, going faster only matters if it also means getting better insight.
As a qualitative specialist, Anne-Marie’s passion has always been helping organisations understand why people think, feel, and act the way they do. There are well-established, trusted platforms at both ends of the market, from enterprise-grade systems to do-it-yourself survey tools. Most are built to capture data quickly and efficiently.
But none have solved the hard and valuable part: turning that data into insights decision-makers can easily see, understand, and act on.
That final step remains stubbornly manual and clunky. It’s the “last mile” of research, the hardest part to automate and the one that truly determines whether data insights ever reach decision-makers.
The gap between data and decisions
Collecting responses has never really been the issue.
The real grind comes afterwards: the countless hours cleaning and organising data, analysing qualitative responses, creating charts, and packaging insights and summaries into formats that tell the story that matters.
It’s repetitive work that eats time and budgets and often locks smaller teams out of meaningful research altogether.
There’s a point in every project where the data’s sitting there, ready to go. But getting from raw numbers and comments to something decision-makers can understand and have confidence to act on can take weeks. That’s the bit no one had cracked.”
Spotting the AI solution moment
Anne-Marie has always been technically curious, and when AI tools started to appear, she immediately saw their potential. As she began exploring them more deeply, she found herself thinking, “Finally, there’s a way to scale qualitative research without losing its depth.”
AI could read and summarise text, interpret sentiment, and find patterns in open-ended responses. These were all the things’ researchers spent days doing manually.
What was missing was a practical way to embed this emerging intelligence into everyday research workflows.
That idea became the seed for Redge, a new platform built to automate the bridge between design, data collection and insight delivery.
From idea to working software
Anne-Marie needed to see what was possible, and an introduction to Fusion5’s AI Innovation Team gave her access to the design and AI software engineering capability she didn’t have herself.
It was a different kind of partnership. There was no blueprint or playbook, just a clear problem to solve and a shared curiosity about how AI could be part of the answer.
“Anne-Marie knew exactly what outcomes she wanted,” explains the Lead Engineer who worked on the project. “That clarity helped us focus tightly on the solution and the product.”
They began by defining user stories, short, plain-language descriptions of what the product needed to do and then turned those into working prototypes.
Like any Fusion5 solution, the team didn’t start with AI. The early focus was on creating smart, flexible survey software capable of handling quantitative and qualitative data at scale.
Deploying AI itself isn’t the challenge. The hard part was building survey software that could handle the complexity elegantly. Once we solved that, the AI side came alive.”
A new way to work with research data
Redge allows researchers to design and run surveys, gather qualitative and quantitative data, and use AI-enabled tools to transform that data into insights that are presentation-ready.
Instead of manually exporting results, searching for trends, writing summaries, and formatting slides, Redge automates this entire phase of the process. Researchers can move from fieldwork to findings in hours rather than weeks.
While the details of how it works remain proprietary, the concept is simple. Redge embeds AI into familiar tools so that analysis and reporting happen in one secure, seamless environment. Built-in sentiment analysis helps interpret tone and emotion at scale, transforming qualitative feedback into clear, data-backed insight. It turns analysis and presentation creation into a single, continuous task. Something researchers have dreamed about for years.
The clever part isn’t just the AI; it’s how seamlessly it works inside tools researchers already use every day. You don’t have to learn something new; you just work faster and smarter in the systems you already know.”
The impact
For Anne-Marie and her future customers, the impact of this collaborative innovation is significant.
Projects that once took weeks can now be completed in days.
Research becomes more accessible for smaller teams and time-poor marketers, while analysis becomes faster, more consistent, and more secure.
By automating the data processing and analysis that once consumed hours of manual effort, Redge delivers consistent, evidence-based insights that give people the clarity to act faster and with greater confidence.
"It lets marketers and researchers focus on what really matters. The AI surfaces insight, and the experienced human uses their knowledge to make smarter, better-informed decisions.”
She believes Redge can reshape the research industry, opening the door for agencies and in-house teams alike to produce deeper insights, faster.
Building innovation together
For Anne-Marie, seeing the product come to life and working directly with a technical team was an energising experience.
The project became a lesson in what happens when people with different skills and perspectives work together with curiosity and trust.
“I’d describe what I wanted to do, and they’d explore what was technically possible,” she reflects. “Somewhere in the middle, the innovation appeared.”
That blend of deep domain knowledge and technical creativity turned early ideas into working software and a new product.
Redge is the result of that collaboration; a shared willingness to test, iterate, and imagine what could be possible.
When you bring people who are confident in their own expertise together and let them experiment without boundaries, that’s where the magic happens."
Why it matters
Innovation is moving faster than ever, opening doors for people like Anne-Marie, who’ve long been frustrated spectators of legacy problems, to finally start solving them.
The ability to design, test, and bring a new product to market means her deep industry insight now lives inside a tool that others can use and benefit from. That’s innovation in its truest form.
It’s a reminder that meaningful innovation doesn’t just happen in big tech companies. It can start with a single person who understands a problem deeply and partners with the right people to solve it.
For Fusion5, it reinforces that collaboration and curiosity sit at the heart of every transformation, whether it’s an enterprise ERP rollout or a founder’s bright idea.
And for Anne-Marie, it’s proof that with the right technology and the right partners, you can turn frustration into innovation.
I didn’t set out to build a tech company. I just wanted to fix the part of research that everyone quietly complains about. Now we have, and I can’t wait to see where it goes next.”
Fusion5 have some truly talented AI software engineers. They've helped me create, and take to market, a completely unique product in a cost-effective way. What we've built together simply wouldn't have been possible before, and that's incredibly exciting."
Anne-Marie Moir | Founder of Redge
Exploring how AI can turn data into actionable insight?
Fusion5 helps organisations across Australia and New Zealand move from data to decision through collaborative innovation and AI software engineering. From concept to code, we design and build intelligent solutions that automate analysis, uncover patterns, and make insights faster, smarter, and more accessible. Whether you’re exploring AI for market research, data analytics, or process automation, Fusion5 bridges the gap between ideas and implementation, helping businesses unlock the full value of their data.
Q&A
How can AI be used to improve market research?
Does Fusion5 encourage collaborative innovation?
Yes. Fusion5 works closely with clients to co-design solutions, combining domain expertise with AI software engineering to turn unique ideas into working products and data-driven insights.
What other industries can benefit from this type of AI solution?
Beyond market research, the same principles apply to sectors like professional services, government, manufacturing, and retail. Anywhere data can be transformed into insight or automation can reduce manual effort, there is value to be gained.
How can organisations get started with AI software development?
Start small with a clear use case and the right partner. Fusion5 helps identify quick-win opportunities, prototype concepts, and scale successful solutions across teams and markets.
