Alida

The company operates an enterprise SaaS model built around a cloud research and experience management platform. Customers subscribe to access modules for community and audience management, surveys, touchpoint feedback, analytics, customer experience management and an embedded AI assistant for analysis. Contracts are typically annual subscriptions, often tied to specific programmes or insight communities, with entitlements for usage, users and modules. The firm creates value by centralising customer feedback collection and analysis, enabling organisations to run continuous research and customer experience programmes without building their own infrastructure. In addition, it offers professional and managed‑research services such as panel recruitment, moderation and bespoke analysis, which generate service revenue and support adoption of the core platform.

Alida (formerly Vision Critical) is a Canadian private software company providing an enterprise research and experience management platform. Its tools cover community-based customer panels, surveys, in‑moment feedback capture, analytics and a total experience management (TXM) layer, with an embedded AI assistant to speed analysis and reporting. The platform is positioned against other customer and experience insight systems such as Qualtrics, Medallia and UserTesting.

The company generates revenue primarily from SaaS subscriptions to its research and customer experience management products, supplemented by professional and managed‑research services. Its direct customers are mid‑market and large organisations’ insights, customer experience, marketing, UX and product teams that run ongoing customer panels, surveys and digital touchpoint feedback programmes.