MFour Data Research has appointed Nikhil Nair as Senior Vice President of Data Science & Governance. Nair brings over 15 years of executive data leadership experience from Amazon, Uber, and Adobe. Most recently, he served as Head of Analytics and BI at Amazon's Ring division, where he helped grow the subscriptions business from $800 million to over $2 billion. He also built LLM-powered insights agents that improved operational efficiency by 70%. At MFour, Nair will advance the company's data strategy and support its first-party consumer data and AI capabilities, including DANI, MFour's AI assistant for connecting behavioural data with survey responses. The company provides validated, opt-in consumer behaviour and survey data through its Surveys On The Go app, serving clients including Samsung, Google, Amazon Ads, and Microsoft.

MFour announced that its DANI platform now integrates video interviews into quantitative studies, allowing researchers to understand consumer motivations without conducting separate qualitative research. The platform automatically transcribes video responses, identifies recurring themes, and quantifies their frequency. DANI Reel Studio connects findings to supporting consumer videos and enables researchers to create presentation-ready reels using drag-and-drop editing tools. The platform can also auto-generate reels based on researcher instructions. "Quant tells you what is happening. Video explains why," said Chris St. Hilaire, founder and CEO of MFour. The feature leverages MFour's consumer panel and mobile app, which captures real-time feedback from consumers. DANI Reel Studio is now available to MFour Studio customers. Founded in 2011, MFour provides consumer behaviour data through its Surveys On The Go app and serves clients including Samsung, Google, and Amazon Ads.

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.