5 Wow Moments to Impress Your Boss with Integrated AI
Editor's note: This article is an automated speech-to-text transcription, edited lightly for clarity.
quantilope was one of the companies that sponsored and presented during the Quirk’s Virtual Sessions – DIY Research series on June 11, 2025. The organization's presentation centered around the skills of integrated AI.
Jane Hwang, principal solutions consultant at quantilope walked attendees through the platform from survey creation to creating a storytelling dashboard. Throughout the presentation Hwang gave insightful best practices for the technology.
Session transcript
Joe Rydholm
Hi everybody and welcome to our session, “5 Wow Moments to Impress Your Boss with Integrated AI.”
I’m Quirk’s Editor, Joe Rydholm and before we get started let’s quickly go over the ways you can participate in today’s discussion. You can use the chat tab to interact with other attendees during the session. You can use the Q&A tab to submit questions for the presenters during the session, and we will answer as many questions as we have time for during the Q&A portion.
Our session today is presented by quantilope! Jane, take it away!
Jane Hwang
Thanks, Joe for the introduction.
Hi everyone, welcome. My name is Jane and I am a DIY researcher.
Today I'll be sharing my own experiences integrating AI at quantilope and how I have been able to apply insights to my own research with AI and research initiatives.
For those of you who are not familiar with quantilope, we are an end-to-end consumer intelligence platform. And we are very proud that we were recently ranked the number one research technology by Greenbook. Our end-to-end research platform offers the largest suite of automated advanced research methodologies as well as innovative tracking technologies and AI. That's what we will be going through today.
I know there's a ton of buzz around AI and honestly for me, it's easy to get really burnt out by the AI content or the inundated inboxes and conversations that I'm having. What I'm really interested in is how to take it to a practical place. So, today I want to showcase how AI can be leveraged as an efficiency tool and level us up in our research expertise.
We'll be walking through the typical DIY research process and showcase how Quinn, our integrated AI agent, can become our survey design strategist, advanced method coach, data analyst, language translator and master storyteller, as I like to call Quinn. To do this, I'm going to introduce you to quantilope’s AI copilot Quinn.
I've talked a little bit about her already, but Quinn is a fully integrated element into quantilope's consumer intelligence platform. Quinn can educate, empower and execute tasks along the entire research process. While planning and developing Quinn, quantilope's objective was to break down the barriers of high quality market research by arming our clients with a built-in extension of their team. We wanted Quinn to be a go-to source for DIY researchers, helping them to conduct simple or complex studies just as easily as they could ask ChatGPT for restaurant recommendations.
Let's go ahead and jump right in.
We're going to start off with one of the earliest and most foundational stages of the research project, which is developing your survey. We all know that creating a survey is one of the most time-consuming parts of the research project while also being the part that we really need to be thoughtful and strategic about in order to get the answers to our business questions.
I'm jumping into this first draft of a survey that my colleague has already put together. This was built out based on a template of previous work that we've done. But I want to start off by getting an overview of the initial draft of the survey. I didn't write it, so let me go ahead and say, ‘Please give me a brief overview of the questions asked in this survey.’ Let's wait for Quinn to give me lay of the land, so I know what else I need to add.
I've had a few discussions now with some internal stakeholders, so hopefully what we have in here covers everything, but I want to make sure that we are not missing any major items. We'll give that a moment to think and give us back those results.
Okay, cool. Nice. It asks about demographics, shopping, location, lot of things about brand. Yeah, really, really heavy and great stuff about the brand, which is important because it's a brand health study. But I think I want to add a deep dive on trends because I will need some category level insights from my leadership team. That's something that they had mentioned.
So, I’ll ask, ‘Add a deep dive on body wash trends based on the questions that are already in my survey. Are there any additional questions that I should add to get a comprehensive understanding of consumer attitudes and behaviors as it relates to body wash?’
I always find that when I'm asking any AI chatbot questions, I like to be pretty descriptive. I find that that is the best way to get really descriptive responses back. So, let's see what they say. Okay. Oh wow, this is perfect.
Okay, so it's telling me right now to conduct a comprehensive deep dive on body wash trends, I might want to think about product preferences and different usage occasions. Yeah, that sounds like a good idea. Purchase drivers, oh yeah, actually I think that will resonate really well with my stakeholders and I don't think we have a great understanding of that yet. So yeah, actually I'm going to take that recommendation. I want to look at purchase drivers. Lemme go back and ask, ‘I'm interested in adding a question to understand purchase drivers of body wash. Are there any advanced methods I should consider?’
Yeah, I want to add in something for that. Let's see what Quinn recommends.
Okay, let's see. Key drivers analysis, conjoint analysis, also talks about implicit associations uncovering subconscious preferences and associations that might influence purchase decisions and reaction times. That actually sounds pretty good. I would love to add some kind of implicit element to here.
Behavioral segmentation, I'll probably skip. That's going to be too long for this survey.
I want have them evaluate different drivers as they're doing the implicit association tests. So, ‘Can you generate a list of 20 different attributes that are relevant to body wash that I can include in an implicit association test?”
That way I won't have to connect with my colleague again. She has a lot of meetings.
Okay, cool. Yeah, these look pretty good and I'm sure I can flush these out a little bit more, but they look pretty copy and paste friendly. So I'm going to go ahead and add that in as addition to this first survey.
Oh yeah, and I think I'm almost done, but the last thing I need to finalize in the survey draft is a section related to pricing.
People are always asking you about pricing, so what would people potentially be willing to pay for an all natural body wash? I know that all natural is something that we're kind of pushing forward right now and there's a lot of heavy interest in it.
Let me ask Quinn, ‘I'd also like to add a question that helps me to identify the perfect price for an all natural body wash. How should I ask for this?’
I'll go ahead and see what Quinn recommends. Honestly, I've been pretty excited by all of the recommendations so far.
Okay. So, it's telling me to identify the perfect price for an all natural body wash you can conduct a price sensitivity meter analysis. It even gives me the question structure and how I should lay that out. That's awesome.
Perfect. Okay. Yeah, that looks really good.
As you can see now, leveraging Quinn or an integrated AI to bounce research questions off in real time makes me feel like I have another teammate. I work from home a lot, but having someone directly there, Quinn kind of access another set of eyes to review my work and give me recommendations for survey optimization that maybe I didn't think about before.
Also, a really cool thing is that I'm not familiar with all of the advanced methods that are available in quantilope, but Quinn has extensive knowledge of when to use it, how to set it up and can even point me to additional learning resources to help me develop and level up my skills as a researcher. I count that as a double win, good survey and also me learning more about advanced methods.
So, now that we've seen Quinn act as our survey design strategist and leverage some of Quinn's skills as our advanced method coach, let's see what Quinn can do when it comes to analyzing the data that we've gotten back.
It's already kind of a leg up, I would say, that all of my data is automatically analyzed and visualized for me into easy to read charts. There are quite a few questions that I put into this survey. I think one of the ones that I am very interested in is whether or not there's differences over time and the shopping location for body wash.
I'm going to take a look at this chart and get a sense of if there are any areas that are increasing in visits.
So, it looks like discount retailers, there seems to have been a positive change since the last wave that we ran this and then club stores, they're just always increasing. The trend seems to be going up and up and up. I know that's really interesting to my stakeholders, but I'm getting a little bit sidetracked now.
I want to go ahead and start with my main questions about the brand, what my stakeholders are going to be most interested in. I'll take a look at this one later.
Let's take a look and start with some questions about the brand. Instead of looking through all 30 questions that I added to the survey, I want to ask Quinn to just pull out main insights for me, ‘Which brand is leading in mental availability in the U.S.?’
This study, given everything about brand health, I know my stakeholders are really interested in knowing how much share of mind our brand, Dove, has in the mind of the consumer. We're a big brand, but I think they still want to see how are we compared and stacked up against our competitors.
Okay, cool. So, it's already given me a very clear direction. Based on the analysis of mental availability across all metrics that we have here, mental penetration, mental market share, network size, we do have a strong brand health and mental presence. That's awesome. That will be very positive to report back to the team.
It gives me a few more data points here and then it also allows me to review the detailed report and charts in the back. That's awesome. Yeah, I want to make sure that I have the data to back up all of these findings. So that's really cool that Quinn has already created for me a summary based off of my questions of the key takeaways and also charts that are going to help me to share the story with my stakeholders.
But I know that when I share this, my stakeholders are going to be like, that's great that we have great brand health, but how can we make it even better? How can we grow our brand
Now I want to know, given that our mental penetration and our network size are at a pretty good place, where should I actually focus? I know those two are pretty strong contributors to mental availability, so ‘What should Dove focus on more MPen [Mental Penetration] or NS [Network Size]?’
Let's see what they say. Okay, let's see. So, it depends on the strategic goals, but for mental penetration, our current strength is that we have a high mental penetration. And so, the strategy is that if we want to ensure consistent recall across more consumers, we should maintain or enhance our mental penetration through marketing campaigns.
Okay. What does it say about network size?
Okay, I want to know what the recommendation is. It says continued efforts in maintaining high mental penetration while expanding network size can ensure Dove remains top of mind. Okay, well that's somewhat helpful for me. I guess I'll dig into that a little bit more, but I do, this one didn't provide me any charts, so I want Quinn to make me some charts to support the findings above.
All right, so as you can see, we're already using Quinn to start summarizing the data that we see, but it's not just summarizing it or just regurgitating what we're seeing here by saying, okay, we've seen an increase of whatever percentage. It's drawing from research expertise that we've built into it and we already know about research methods like mental availability and mental advantage. The report kind of pulls in all of these charts for us.
Okay, that's awesome. Let's look at that chart. Perfect. But I had that interest before, you know how I was looking through some of those different channels that people are buying body wash. I do think that it would be valuable to my stakeholders if I did a deep dive on some of those. Are there people who are shopping at discount retailers like Dollar General and how are they perceiving the different brands and how is my brand health there? I think this is an emerging place, so I want to make sure I really understand that audience.
I'm go ahead and ask, ‘What are the key findings related to brand and CEPs for people who shop at discount retailers?’
Yeah, I think that deep dive I'll get questions on, so it's nice to have that already in advance.
Let me see if I could ask it again. So, it says, “For detailed analysis related to brand associations and Category Entry Points (CEPs) for people who shop at discount retailers, please use the upcoming release of the chart functionality.”
Okay, well let me ask maybe in a different way. I still want to know about those discount retailers, so I'll let this go. Hopefully it will provide for me something interesting. Okay. I think it's already kind of building something out for me.
Oh, awesome. Okay, awesome. This talks about brand preferences now and category entry points. Let me just open up to see what charts it made for me.
Oh my goodness. Oh wow. I love this chart on mental advantage and that's looking at the discount retailers. So, I can see where Dove is being positioned weak in the consumer's mind, but also really strong there. So, maybe there's a story there to kind of go to the different discount retailers and tell.
I want them to do this also for the club shoppers, and I'll just let that run in the background because I can always check on it afterwards.
But using Quinn, I've already asked some really pointed research questions that are relevant to my business to get some succinct answers back and also charts so all of my answers are backed by data without me having to dig through every single one of the charts and build out different charts based off of subgroups.
This gives me a really good starting point I think, in the analysis and I can use my own historical knowledge of what's going on with my brand, my company or just in the economy to make these charts and these reports even more valuable to my stakeholders.
Another place where I've really found a lot of support with Quinn is translating my findings to my global stakeholders.
Even though I took Spanish in the fifth grade, I will say that my skills aren't great enough to go ahead and be able to translate all of my findings to my LATAM [Latin America] team. Maybe this is a place where Quinn can help.
One area that I always spend too much time in, both because I'm interested but also because it can be a lot of time is looking through verbatims and open text questions.
So, I definitely want to see some barriers and challenges for why people might not be willing to purchase Dove, my brand. Already I can see here that going to this text analysis section, it outlines for me different topics that are found in the open-end.
It could be personal preference, skin issues is interesting and so is allergic reactions, and there's a ton of verbatims that I could also dig through as well. But I mean there's a few different pages of this and I don't personally want to do that right now. So I'm going to go ahead and ask Quin to, ‘Please pull out five high quality open-ends and Q17-brand rejection – Reasons Dove.’
Let's have Quinn kind of just pull out a few for me so that I can start off with those and see which ones I want to add to my presentation.
Natural ingredients, some things that we have to work on with branding, environmental reasons and horrible rash. Those are all I think pretty good reasons that we should bring up to leadership.
I want to also translate this now. So I need this to be translated for my LATAM team, ‘please translate the open-ends in Spanish for my stakeholders in LATM.’
Let's see what it comes up with.
Okay, amazing. Yeah, so this is something that really helps me. Now I can send this off to my team, but there are probably other charts that I want to also build out for my LATAM team. Let me go ahead and ask when to do that, ‘Can you please build a report in Spanish with charts exploring the KPIs?’
Hopefully, it will read through my spelling mistakes. But yeah, I mean already leveraging this integrated AI tool gives me flexibility to report out my findings to global stakeholders without having to have the language expertise myself or to have teammates who speak Spanish or any other language that we're looking to translate this in. Honestly, we live in a global world, so there's a lot of times where I need to take open-ends that are in a different language and actually translate them to English. So that's a really awesome use case as well for Quinn.
This is great. It has given me some takeaways and also the report again with those nice charts to share out with my stakeholders.
Last place I want to go is storytelling.
It's awesome that we have all of these charts and these reports that are built out for us, but we need to tell a really clean, succinct story to our stakeholders.
This stage can be straightforward, but for me, most of the time it takes a few days. So, I actually want to leverage Quinn.
So, looking at this blank dashboard can be scary, but I want to start asking Quinn to sift through the data and help me come up with some data stories. It already has background on my objectives. So, I'm just going to ask, ‘Given what you know about the objective of the study and the content of the questionnaire, can you provide a recommendation for what we could report on to our strategic stakeholders so that we can make business decisions?’
Let's see what Quinn can do at this point.
Okay, so the outline that it's given me is about doing the mental availability analysis first, then moving on to brand preferences, the category entry points, environmental and social concerns.
Well, this looks like a good starting point. I make sure that the data is also there. So, ‘Can you generate charts that are aligned to the recommended outline and add them to the dashboard?’
That way I don't have to go through the charts and analyze and pull them all into here. There is an easy way to do this by inserting charts that are built out into your report already, but if Quinn can kind of pull all of the relevant ones for me, that saves me a ton of time.
Alright, so it's already pulled in a lot of different charts that are going to be helpful for me and I'll go ahead and organize some of these again, but it's great to have the charts. I know though that my stakeholders are going to want some strategic recommendations, and they want to know what to do with the data. So, ‘What are some strategic recommendations you would make based on this data?’
I'll let Quinn give a little bit of a first pass and see if it did a good job.
Oh, it says “Focus on reinforcing Dove's association with soothing and softness context while exploring whitespace opportunities in morning routine associations to capture daily use occasions.”
I think this specifically will be really helpful in our next marketing activities and how we design our campaigns and connect with our social media manager and see what we can do there. Okay. I'm going to actually ask, I could probably copy and paste these, but I'm going to ask Quinn to add the recommendations to the report.
While it's doing that, I think I also want it to provide me an overview just so that everybody knows what this survey was about. So, ‘Can you provide an easy to digest summary of the research objectives of this study, the methods we use and the sample and add these to the dashboard?’ So, that I don't have to do it twice.
Now I can take these and move them up. I'm going to probably put my study summary up there and then my strategic objectives all the way at the top as well.
Then I'll send this over to my colleague just to take a look at so that we can start making it look really pretty and add in any additional charts that we feel would be helpful. But this is definitely an awesome start.
As you can see, leveraging Quinn takes the “scaries” out of a blank presentation. It gives me a little bit of an outline of where should I start and telling my data story, pulls in a lot of the charts that I can now go in and directly edit.
So, if I wanted to come in here and make edits to the charts, then I can edit the settings and kind of make adjustments as required.
That's how I personally have been using integrated AI to make my life easier as a researcher, but also not to sacrifice the quality of the research that I'm delivering over to my stakeholders. And because of those efficiencies, I'm able to deliver things faster, but also answer the specific questions that my stakeholders have, which honestly is way more important.
Hopefully, this was helpful.