MFour Data Research has ingested over one million ChatGPT conversations in January 2026, linking AI prompts to real-world consumer behaviours across nine data streams. The company's ChatGPT Conversation Data initiative captures opt-in conversations from its 13 million-member consumer panel, connecting AI interactions to app usage, web browsing, location visits and purchases. Launched in November 2025, the programme has collected over two million conversations total. The dataset enables organisations to trace consumer journeys from AI prompts through to point of sale, addressing a previously invisible touchpoint in the purchase path. All data is collected with explicit consumer consent through MFour's Surveys On The Go app and is PII-scrubbed before ingestion. The company serves clients including Samsung, Google, Amazon Ads and Microsoft through its MFour Studio platform.

Daily research news online. The global MR industry's daily paper since 2000. New CRO for MFour as Colao moves to innovation role. In Irvine, California, MFour Data Research has appointed Brian Morin as Chief Revenue Officer, allowing current CRO Alex Colao to move into the role of Chief Innovation Officer. Established in 2011 as a provider of mobile panel-based data, MFour announced a slight change of name last September, reflecting its expanded focus combining validated survey data with app, web, location and purchase behavior, sourced directly from opted-in consumers. The firm's Studio platform combines data from a proprietary mobile insights app, Surveys On The Go, with advanced location-based technologies, and has been enhanced in the last few years with consumer data-at-scale solution Journeys Marketplace and AI tools DANI and Survey Builder. Morin (pictured above) brings experience commercializing complex AI-powered products and services for midmarket and large enterprise customers, including scaling AI-focused B2B SaaS organizations, and in his new role will lead MFour's revenue organization, helping to drive the growth of MFour Studio and research assistant DANI. He joins after nearly five years as CRO at software developer SmartAction, and three years in the same role at communications platform LINK Mobility. Colao (pictured below) joined the company just over ten years ago as a Senior Solutions Executive, and earlier in his career worked in sales roles at Hanover Research, in Washington, DC. His move to Chief Innovation Officer reflects an increased focus on innovation across product, data and AI-driven solutions, according to the firm. CEO and founder Chris St. Hilaire describes the changes as 'an exciting evolution' for the company. He comments: 'Brian is the kind of leader who can translate advanced technology into customer value - and build the go-to-market engine to scale it,' says. 'As the market demands more trusted, transparent data in the AI era, Brian's leadership will help us expand partnerships, deepen customer impact, and accelerate growth. Alex has been instrumental in how we deliver value to customers. As CIO, he'll accelerate what we build next - expanding our connected data products and AI-powered workflows to help clients get to trusted insights even faster and act with confidence.' The firm is on the web at www.mfour.com.