Innovations

As consumer behaviour evolves with the changing paradigms of brands, technology and customer experience, the constructs of understanding consumer perceptions and motivations also need to evolve.

Alex Hunt discusses the growing and evolving role of artificial intelligence (AI) in the insights industry, including its impact on approach, methodology, and people.

This article explores how AI will transform the market research and insights industry from the perspectives of its various stakeholders.

This three-part article explores how AI will transform the market research and insights industry from the perspectives of its various stakeholders.

Now we look into Aldous Huxley’s Brave New World's six social strata. We have called these the Billionaires’ Club, New Tech Entrepreneurs, the Newly Advantaged, the Newly Disadvantaged, White-collar Drones and the Dispossessed.

In this two-part article, the authors will lay out a ‘plausible possible future’ for knowledge work, with a framework that provides a view of the potential impact of the widespread adoption of AI on the knowledge worker.

From zero-party data to the gaming gender divide, we find out how consumer's mobile app behaviour can give us new insights.

Mobile behavioural data is critical in the quest for human understanding - and for businesses seeking to stay ahead of the competition and remain relevant.

In a world where consumers say that they wouldn’t care if 74% of the brands they use disappear and feel that less than 27% of brands improve their lives and well-being, the need to bond more closely with consumers is becoming more urgent.

In this episode, we delve into the pressing challenges businesses face in attracting new customers in the post-COVID world.

There is a prevailing narrative that most innovation fails: the figure that is often quoted is that 95% fail. But is it true?

GPT-4 equals the performance of the top specialized ABSA (Aspect Based Sentiment Analysis) models that have been developed until this year, while learning from just six examples. GPT-3.5, when fine-tuned, achieves the highest accuracy currently known.

In recent times, the U.S. witnessed a notable upswing in the insights industry, achieving a substantial absolute growth of 14.3% and reaching an overall turnover of US$71 billion.

Observations and takeaways from the AI Forum

The successful implementation of AI will involve a dual effort of self-regulation and outside regulation from lawmakers and legislators.

"Everyone, from pioneers to beginners, is in the process of pinpointing gaps, potential risks, and biases."

How can AI support insights professionals in bringing insights to life and building compelling narratives?

"A few clients mentioned their successful large-scale tests enabling them to produce far more sophisticated market segmentation analyses. "

A recent roundtable discussion delved into the diverse landscape of AI's role in qualitative research, raising a multitude of questions and considerations.

Over two round table sessions, we (a collection of clients and suppliers from a wide range of countries, including Japan and Tunisia) discussed the implications of AI on the evolution of research methods.