artificial intelligence in market research
TRANSCRIPT
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ARTIFICIAL INTELLIGENCE IN MARKET RESEARCH
Deep dive // November 24th 2015
Tom De RuyckManaging Partner
Steven DebaereData Scientist
Discussing 2 case studies
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ARTIFICIAL INTELLIGENCEBIG DATA
MACHINE LEARNING
AUTOMATION
PREDICTIVE ANALYTICS….PATTERN RECOGNITION
CONFERENCE TALK
DEEP LEARNING
| @tomderuyck @steven_debaere | @InSites
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(Oxford dictionary)
hype
HYPES?
extravagant or intensive publicity or promotion
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UMBRELLA TERM
Artificial Intelligence is the broader concept of machines being able to carry out tasks in a way that we would consider « smart »
(Bernard Mahr, Dec 2016, Forbes)
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WE KEEP HYPING ITmassive promotion implies massive adoption?
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HYPE OR REALITY?
67%INTERESTING TREND,
TOO EARLY TO TELL OR
23%GAME CHANGER
(GRIT 2016)
MUCH ADO ABOUT NOTHING
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TEST
BUILD
LEARN
SHARE
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AI IN FUTURE-PROOF ENVIRONMENTS
insight generation insight activation
Consumer Consulting Board Insight Activation Studio
&| @tomderuyck @steven_debaere | @InSites
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FUTURE-PROOF?
(Ray Poynter, 2016)
communities impact gap
insight generation insight activation
50%OF MARKETERS BELIEVE MRLEADS TO CHANGE INATTITUDES & DECISIONS
45%OF MR PROJECTSLEADS TO CHANGE
5%70%
2016
2026
as % of MR budget
(MR Impact Study, InSites Consulting, 2014)
| @tomderuyck @steven_debaere | @InSites
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AI ADOPTION CASESTUDIES
insight generation insight activation
&Minority Report Her
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PROACTIVE COMMUNITY MANAGEMENT
Low quantity
1.Low quality
2.
Participation Threat
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BUILD
AugJul Sep Oct Nov
Past FutureFUTUREPAST
DISENGAGEMENT PREVENTION
PROACTIVE COMMUNITY MANAGEMENT
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BUILD
QUANTITYQ
UA
LITY
Low High
Low
High Community Stars
Passivists
High-Potentials
Annoyers
PROACTIVE COMMUNITY MANAGEMENT
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TEST
IMPACT
DETECTION ABILITY: 78% (QT) & 71% (QL) ACCURACY
WHAT
A
T
I
FROM REACTIVE TO PROACTIVE MANAGEMENT
SEE WHAT THE MODERATOR CAN’T SEE
MODERATION TIME
PROACTIVE COMMUNITY MANAGEMENT
PREVENTION CAPABILITY: IMPACT CRM APPROACH
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LEARN
Increase adoption by trade-off between predictive accuracy, believability & actionability
Volume and quality necessary preconditions Prediction model as
pattern reveal tool
Database
Adoption
Insights
PROACTIVE COMMUNITY MANAGEMENT
| @tomderuyck @steven_debaere | @InSites
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Lowefficiency
1.Low
effectiveness
2.
Impact Threat
INSIGHT ACTIVATION BOT
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BUILD
A SMART ASSISTANT
INSIGHT ACTIVATION BOT
FIND ME SOME INSIGHTS ABOUT PACKAGING
Case 3LET’S MEET THE CONSUMER
Case 1SHOW ME THE LATEST NEW INSIGHTS
Case 2
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TEST
A
T
I
IMPACT
INSIGHT ACTIVATION: ADOPTION & SATISFACTION
INSIGHTS ANYTIME, ANYWHERE, IN YOUR POCKET
CONSUMER-CENTRIC DECISION MAKING
MARKETING MANAGER TIME
WHAT
INSIGHT ACTIVATION BOT
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LEARN
In addition to core-behavior, challenging to enable small talk
LogicMap out human behavior for defining use cases
Relevance
Associating a personality and humanizing the chatbot for increased adoption
Adoption
INSIGHT ACTIVATION BOT
| @tomderuyck @steven_debaere | @InSites
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LET’S KEEP MOVINGLET’S START EXPERIMENTING
| @tomderuyck @steven_debaere | @InSites
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ARTIFICIAL INTELLIGENCE IN MARKET RESEARCH
Deep dive // November 24th 2015
www.insites-consulting.com
Tom De RuyckManaging Partner
Steven DebaereData Scientist
Discussing 2 case studies
Thank you for your attention!