HarrisQuest integrates brand intelligence with AI

The integration enables teams to analyse brand performance, generate reports and apply insights within their existing AI workflows.

HarrisQuest, the brand and reputation intelligence platform from The Harris Poll, a Stagwell company, has launched HarrisQuest MCP, a connector that brings subscription data into AI assistants including ChatGPT, Claude, Gemini and Microsoft Copilot.

Built on the Model Context Protocol (MCP), the connector links HarrisQuest data with AI tools and allows users to work with brand intelligence alongside their own company data. It also enables teams to save reports, charts and other outputs directly back to the HarrisQuest platform.

HarrisQuest provides research-based insights into brand performance and reputation, drawing on approximately 200 interviews per brand each week across more than 4,000 brand-market combinations in 24 countries. The platform offers more than 50 metrics, covering areas such as brand equity, consideration and six dimensions of reputation, alongside clients' custom survey questions.

Through the MCP connector, users can ask AI assistants to compare their brand with competitors, examine reputation trends and create visualisations using licensed data. Each result includes supporting context, such as sample sizes, metric definitions and methodology, helping users understand the basis of the findings.

Two-way integration supports reporting workflows

The connector supports both reading data and writing outputs back to HarrisQuest. Users can access licensed metrics and create saved views, reports, competitive sets and audience segments through their AI assistant. Teams can also schedule recurring reports, refresh them on demand and generate dashboards through conversational prompts.

Justin Pincus, Managing Director and Head of Product at HarrisQuest: "We’re obsessed with helping our clients move faster without compromising accuracy. Connecting AI and HarrisQuest in both directions makes that possible: reports that refresh on a schedule, our data blended with their own sources, and work written straight back to the platform."

The integration does not allow AI assistants to modify survey data. Access is governed by each client's subscription, ensuring users can only retrieve information for the brands, markets and modules covered by their company's licence.

HarrisQuest outlines performance and access controls

The connector runs on HarrisQuest's Data API v2. In a test involving 25 simultaneous users, the company recorded a median response time of 1.7 seconds. HarrisQuest also offers unlimited seats, allowing employees across a client organisation to connect using their existing accounts.

Data returned through the connector is handled under the client's agreement with its AI provider. Access can be disabled for individual accounts at any time, according to the company.

AI Visibility product to follow

Jonathan Gardner, CEO of HarrisQuest: "HarrisQuest MCP puts brand and reputation insights directly into the hands of more teams across our clients’ organizations. By bringing our latest data into the AI tools and workflows teams use every day, we’re helping them move beyond waiting for insights to putting them to work in real time, from shaping briefs to informing prompts and driving better business decisions,"

The connector is available as a paid add-on to HarrisQuest subscriptions. Activation requires coordination between a representative of the client's company and HarrisQuest, without the need to create additional user accounts.

HarrisQuest also plans to introduce AI Visibility through the same connector. The product will track how frequently ChatGPT, Gemini and Claude recommend a brand, with a launch planned for later in the month.

www.harrisquest.com

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