Meridian West, a leading insight consultancy specialising in the professional services and B2B sectors, today announced the rebranding of its AI-powered qualitative analysis platform, MeridianAI, to CoreClarity. This strategic rebrand reflects the platform’s expanded capabilities and positions it for broader market adoption as businesses increasingly seek more sophisticated tools to extract meaningful insights from unstructured data.
First launched in 2023, the platform has already demonstrated significant impact for professional services firms including Mills & Reeve, HLB International, and PM Forum, helping them transform large volumes of qualitative data into actionable business intelligence.
“CoreClarity represents a strategic evolution of our technology platform,” said Ben Kent, Founder of Meridian West. “The name embodies our core mission: to cut through complexity and deliver clarity from unstructured qualitative data. As the platform has matured, we needed a distinct identity that better communicates its value proposition to the market.”
Transforming Qualitative Research
CoreClarity addresses a fundamental challenge in business research: the time-intensive process of analyzing unstructured qualitative data. Using advanced AI and proprietary preprocessing techniques, the platform reduces analysis time from weeks to hours while improving the reliability and depth of insights.
Kirsty Shenton, Head of Client Care at Mills & Reeve, has experienced these benefits firsthand: “CoreClarity has moved us forward massively. We’ve gone from spending three weeks on manual analysis to just two days, all while getting richer, more objective insights that help us get to the nub of what we’re trying to understand.”
Unlike general-purpose AI tools, CoreClarity was purpose-built for processing complex qualitative data. The platform emphasizes transparency, consistency, and reliability—key factors that differentiate it from consumer-grade AI solutions.
“The market is flooded with generalist AI tools, but CoreClarity is fundamentally different,” explains Illitch Real, CEO of Rubiklab, Meridian West’s technology partner in developing the platform. “We don’t just send information to a large language model. We preprocess everything, remove noise, and run multiple models in the background. Only once this heavy lifting is done do we use generative AI to synthesize insights.”
This approach addresses what Real calls “The Strawberry Problem”—the tendency of large language models to confidently present incorrect information, particularly with quantitative analysis.
From Project-Based to Continuous Intelligence
CoreClarity also represents a shift from project-based research to continuous intelligence gathering. The platform enables firms to build cumulative knowledge bases that grow more valuable over time, breaking down data silos and providing a 360-degree view of client needs and market trends.
“The truly exciting prospect is how CoreClarity creates hyper-personalized insights,” notes Shenton. “It not only shapes our strategy but gives our people the critical intelligence they need to drive business development.”
CoreClarity is available immediately to professional services and B2B organizations with a tiered pricing structure based on volume and functionality requirements. The platform currently supports multiple data types including audio, video, and text documents, with CRM integration planned for release in Q3 2025.
For further information about CoreClarity or to schedule a demonstration, visit www.coreclarity.ai.