Ascribe

What Ascribe does

Ascribe is a Cincinnati-based (US) text analytics and verbatim coding software provider, founded in 1999, that builds AI- and NLP-driven tools for analyzing open-ended survey responses, customer comments, and social posts at scale. Its product portfolio centers on Coder (web-based verbatim coding and team management for distributed research teams), CX Inspector (interactive text analytics with topic and sentiment analysis), and AI features Theme Extractor and Ask Ascribe (automated thematic clustering and natural-language querying), supported by Full-Service Experts offering managed coding, Verbatim Quality Review, and Adverse Events reporting. The company sells primarily to global market research firms—Ipsos, Kantar, Burke, GfK, and Toluna are named clients—with an expanding base of enterprise customers in publishing (McGraw Hill), entertainment (Disney), e-commerce (Amazon), travel (Norwegian), and higher education (University of New Hampshire).

Ascribe operates as a privately held product brand under the Voxco corporate umbrella, which has rebranded to Discuss following a 2025 strategic combination uniting qualitative and quantitative research offerings. Its go-to-market is a hybrid of enterprise field sales (customized demos with prospect datasets) and product-led evaluation (free demos), complemented by professional services revenue from Full-Service Experts. Pricing is not publicly disclosed; the company is integrated into Voxco/Discuss's all-in-one multi-channel survey platform, which is the primary bundling and distribution vehicle.

The company competes in a niche where its 25+ years of domain expertise, marquee research-firm customer relationships, and AI-augmented coding workflows constitute its primary differentiators against both general-purpose text analytics tools and newer AI-native entrants. Key forward-looking catalysts are the Voxco/Discuss merger and the rollout of generative AI features (Ask Ascribe, Theme Extractor), while key risks include concentration on a small set of large MR-firm accounts and potential commoditization by general-purpose LLMs.

Name

Ascribe

Legal name

Ascribe by Voxco

Website

https://goascribe.com

Company type

Private

Founded year

1999

Operating status

Operating

Headcount range

11–50 employees

Short description

Ascribe provides AI-powered text analytics and verbatim coding software for open-ended survey responses, primarily serving global market research firms (Ipsos, Kantar, Burke, GfK, Toluna) and select enterprises, and operates as a brand under Voxco (now Discuss).

Ownership category

akta.pro rank

Headquarters

HQ city

Cincinnati

HQ country

United States

HQ region

North America

Markets served

GTM type

B2B

Offering type

Software

Cost components

Technology or R&D, Personnel, Marketing or Sales, Operations, Infrastructure

Revenue model

1. Software Subscriptions: SaaS-based text analytics and verbatim coding software subscriptions. AI Coder, CX Inspector, and related solutions offered as cloud-based platforms with various tiers.
2. Full-Service Expert Services: Full-service experts deliver comprehensive coding, text analysis and specialty services such as Verbatim Quality Review and Adverse Events Reports leveraging Ascribe's software.

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels3 records

Core offering

Ascribe provides AI-powered text analytics and verbatim coding software that enables market research firms and corporations to efficiently analyze large volumes of open-ended survey responses, customer feedback, and social comments. Its product portfolio includes Coder for verbatim coding and team management, CX Inspector for interactive topic and sentiment analysis, and AI-driven features such as Theme Extractor and Ask Ascribe for automated thematic clustering and conversational querying of data. The company also delivers full-service expert coding, text analysis, and specialty services like Verbatim Quality Review and Adverse Events Reports.

Product overview

Ascribe by Voxco is an industry-leading text analytics and verbatim coding management platform that makes open-end analysis easy. The product portfolio includes Coder (verbatim coding software with web-based team management), CX Inspector (interactive text analytics with topic and sentiment analysis), and AI-powered features Theme Extractor and Ask Ascribe for automated theme extraction and natural language querying of data. Full-Service Experts provide managed services for coding and specialty analysis. The platform is integrated into Voxco's all-in-one multi-channel survey platform and serves top market research firms and corporations globally.

Differentiator

Problem solved

Functional benefit

Brands

• Coder: Verbatim coding software and web-based team management system leveraging latest AI to significantly increase coding operation productivity.
• CX Inspector
• Theme Extractor
• Ask Ascribe

Products and services

• Coder Verbatim coding software and web-based team management system trusted by market research firms globally, leveraging the latest AI to significantly increase coding operation productivity. Designed for distributed coding teams handling large-scale open-ended survey response coding.
• CX Inspector Interactive text analytics solution with topic and sentiment analysis that analyzes open-ended responses to uncover key insights, then visualizes and exports results quickly. Built for customer insight leaders and market research directors who need to extract emerging themes and sentiment from customer comments for CX, product development, and marketing teams.
• Full-Service Experts Full-service expert team that quickly and accurately delivers comprehensive coding, text analysis, and specialty services such as Verbatim Quality Review and Adverse Events Reports, leveraging Ascribe's software. For organizations that prefer a managed services approach or need specialty analytical work.

Quantifiable outcome

• Cuts coding time by up to 100x
• +2 more outcomes

Named customers10 records

Segments3 records

Ideal customer profiles2 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

AI capability2 records

Feature5 records

Partnerships

One partnership is on record.

• VoxcocoreStrategic or Co-development PartnerAscribe is now part of Voxco (now operating under 'Discuss' brand). Voxco announced strategic combination with Discuss uniting leaders in qualitative and quantitative research. Ascribe by Voxco is integrated into Voxco's all-in-one multi-channel survey platform. Ascribe products (Coder, CX Inspector) operate under the Voxco/Discuss umbrella for market research solutions.

Scale indicators4 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Clarabridge (now part of Qualtrics): Clarabridge, acquired by Qualtrics, was a long-standing text analytics platform for CX and VoC with deep thematic and sentiment capabilities. It is one of the closest historical competitors to Ascribe's CX Inspector in enterprise feedback analytics.
• Keatext: Keatext provides AI-driven text analytics for open-ended survey responses, combining sentiment, theme, and prioritization scoring. It targets a similar VoC and CX buyer to Ascribe CX Inspector, with overlapping capabilities in thematic clustering and open-end analysis.
• Thematic: Thematic is an AI-powered customer feedback analytics platform that turns open-ended survey and review responses into themes and sentiment. It competes directly with Ascribe's CX Inspector and Theme Extractor for the same buyer profile of CX, VoC, and research leaders.
• Luminoso: Luminoso offers text analytics that surfaces themes, sentiment, and intent from unstructured text, including survey and support data. It competes with Ascribe in the AI-powered open-end analysis and thematic clustering category for enterprise and research buyers.
• Chattermill: Chattermill unifies customer feedback from multiple channels and applies AI-based theme and sentiment analysis. It competes with Ascribe CX Inspector for enterprise CX teams analyzing large volumes of open-ended customer comments.
• Relative Insight: Relative Insight applies comparative language analytics to open-ended survey and customer data, popular with market research and insight teams. It overlaps directly with Ascribe's verbatim coding and open-end analysis proposition for research-driven buyers.
• Gavagai: Gavagai provides multilingual text analytics for open-ended survey and customer feedback, including topic modeling and sentiment. It overlaps with Ascribe's text analytics capabilities, particularly for research-oriented and VoC use cases.

Broad incumbents

• Qualtrics: Qualtrics is a broad experience management platform that now bundles Clarabridge-style text analytics across survey, CX, and EX use cases. It is a larger incumbent offering overlapping capabilities with Ascribe Coder and CX Inspector within a wider portfolio.
• Medallia: Medallia is a leading enterprise experience management platform with built-in text analytics for surveys, contact center, and digital feedback. It competes with Ascribe CX Inspector for enterprise VoC buyers as part of a broader CX suite.
• Forsta (now part of Verint): Forsta (formerly Confirmit and Forsta, now part of Verint) provides an experience and research technology platform with text analytics, survey, and reporting. It overlaps with Ascribe in MR and CX text analytics as part of a wider portfolio.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/goascribe
• Facebookfacebook.com/ascribellc

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Ascribe