Artificial Intelligence and Marketing Research 

Uncover the Power of AI for Critical Insights

Voice of the Customer (VOC) has been a best practice in New Product Development and Service Innovation for more than 30 years.  But executing a rigorous, academically sound VOC can be a time-consuming and labor-intensive process – worth it for sure, but not without a fairly significant cost.  And so, it should be no surprise that both academics and practitioners have been looking for ways to speed up and reduce that cost ever since its origin.  Thankfully, in recent years, machine learning and artificial intelligence (AI) have been transforming the way we gather information about customer experiences. By leveraging the power of AI, businesses now have a unique opportunity to better understand customer needs and to find game-changing consumer insights. 

Applied Marketing Science (AMS), in collaboration with researchers at the MIT Sloan School of Management, has developed a new way to uncover critical insights from existing user-generated content.   

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Mintel Leap: Game-Changing Market Intelligence AI that Instantly Answers Your Most Complex Questions

The future of Market Intelligence is here. Mintel Leap is the closed-loop, generative AI platform built exclusively on Mintel’s proprietary research and analyst expertise. With speed, quality and accuracy, Mintel Leap delivers research and recommendations on people, products and categories.

  • Billions of data points and years of analyst expertise summarized in seconds to streamline your research process.
  • Trusted, succinct and actionable intelligence to help you make strategic decisions faster.
  • Vital for businesses looking to drive operational efficiency and inform innovation, marketing and brand strategies.

Mintel clients are loving Mintel Leap! “Mintel Leap has revolutionized our insights discovery process and significantly boosted the efficiency and effectiveness of our workflow.” But you don’t need to take their word for it. Book a demo, ask a question and see for yourself. We promise it will be time well spent.

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How aha intelligence™ (ai ) Can Deliver Faster, Better Market Research Insights

As part of the aha insight technology platform, our new generative artificial intelligence-based analytics and reporting tool, enables market researchers and brand insights teams to more efficiently analyze unstructured market research data to quickly identify your brand’s aha moments.

aha intelligence™ (ai) gives analysts the ability to:

  1. Quickly summarize large qualitative data sets (we’re talking minutes here).
  2. Instantly apply sentiment analysis to the response sets.
  3. Automatically tag thematic responses to support your findings.
  4. Connect unseen or more subtle data points, leading to breakthrough insights.
  5. Provide supporting quotes and clips to validate your key themes.
  6. And most importantly, our latest enhancement outlines your first draft.

ai was designed to give researchers the ability to validate their thinking and, more importantly, identify blind spots that they may not have identified previously, connecting the unseen dots. For instance, ai might give five summary insights for a set of unstructured data: three summaries might corroborate the key insights a human would have identified, one might be a completely erroneous flyer, and the fifth might identify a breakthrough insight that the researcher may not have discovered otherwise.

The key features of the aha intelligence tool include the ability to auto-tag entire studies to instantly organize supporting text-based quotes, video clips and images that bring observations, insights and recommendations to life. To protect brand and respondent privacy, the platform does not allow proprietary data to be shared with the outside world – aha intelligence is a closed-loop application, not part of an open-source artificial intelligence system.

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How Gen AI is Causing an Explosion in Open-End Analysis 

Wondering how to navigate the surge of open-end comments in your business? Feeling overwhelmed by the industry's rapid advances? Rick Kieser, CEO of Ascribe, explores the transformative impact of Generative AI on text analytics and how Ascribe has overcome challenges to develop faster, less costly and more effective text analysis solutions that unlock true insights from open end comments. Ascribe’s groundbreaking innovation, Theme Extractor, integrated into CX Inspector and Coder, leverages Gen AI to deliver a deeper understanding of people’s thoughts and ideas by extracting descriptive, meaningful themes from open ends. Importantly, Theme Extractor enables manual control, allowing users to guide and oversee the analysis in real-time to adjust the results to meet business needs. 

Read how leveraging Gen AI is no longer a question, it's a necessity, in Rick’s article, How Gen AI is Causing an Explosion in Open End Analysis.”  

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Revolutionizing Qual Research with AI and Technology

GLADYS, a revolutionary digital platform by Behaviorally, is reshaping the landscape of qualitative research for brand marketers. It goes beyond traditional methods by capturing real-time emotions, reactions, and impressions through digitized data and gamified qualitative techniques. 

The platform's AI capabilities generate relevant key themes after each session, putting actionable insights at marketers' fingertips. Leveraging a proprietary database and AI-powered solutions, GLADYS integrates Behaviorally's PackPower Score™ into research and reporting, offering a clear assessment of potential sales impact.

In the fast-paced world of market research, GLADYS serves as a guide towards an efficient, engaging, and impactful future. It combines gamified qualitative techniques and AI-powered analytics to capture real-time consumer responses, providing marketers with a holistic view for immediate adjustments and optimizations. GLADYS is not just a tool; it's a game-changer, seamlessly integrating technology and AI to enhance the qualitative research process and empower marketers in making informed decisions.

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