New capabilities help organizations build, manage and apply customer knowledge across research and enterprise AI

Rival Technologies announced its new Model Context Protocol (MCP), giving organizations a direct way to connect proprietary research data with full context from the Rival platform with enterprise AI applications. The company also unveiled its first syndicated intelligence offering, the Emerging Consumer Index, tracking the emerging affluent Gen Z and Millennial consumers gaining spending power across the United States and Canada.

Rival’s conversational research platform powers insight communities, Voice of Market and experiential research, allowing organizations to capture customer and consumer knowledge across ongoing and project-based research.

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Rival MCP is the next step in the platform’s extensibility. Building on years of open APIs and integrations, it gives brands that have already built agentic workflows into their insights function a standardized, two-way connection to the Rival platform. On the output side, teams can bring trusted human research directly into their own AI environments and agents. On the input side, those same systems can help shape and inform research before data is collected. Because MCP is an open standard, clients connect Rival to the AI tools they already use without custom, one-off integration work.

“Our clients are already building agentic workflows into how they run insights,” said Andrew Reid, CEO and founder of Rival Technologies. “Rival MCP gives them the flexibility to work with their data on their own terms, pulling trusted human research into the AI systems they already use, and bringing those systems into the process before a single question is asked. It’s an investment in how insights teams will actually work as AI becomes part of everyday operations.”

The company also introduced the Emerging Consumer Index, the first in a planned series of syndicated intelligence offerings. It tracks emerging affluents, the Gen Z and Millennial consumers in the U.S. and Canada who are building spending power, through a continuous research stream with new data collected every two weeks. Combined with AI-assisted exploration, the Index lets subscribers investigate topics well beyond the findings of a traditional report.

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The Emerging Consumer Index gives consumer-facing brands a steady source of ground-truth data on one of their most important growth audiences while augmenting their own research programs. It can also help keep brands’ synthetic audiences and large language models grounded in real human data. Rival is currently collecting its fourth wave of data and will make the Index available after the sixth wave, with delivery planned through quarterly reports, ongoing data subscriptions and data marketplaces.

“Research teams are figuring out how AI fits into their organizations while continuing to deliver reliable customer insight,” said Dale Evernden, EVP of Innovation and Design at Rival Technologies. “Communities, syndicated research and open connections like MCP each play a role, grounding the AI systems our clients are building in real, trusted human data.”