AI at use in Insights and Research

Artificial IntelligenceNewMR Webinar
Wednesday 14 June 2023
Broadcast 3pm London, 10am New York

Click here to access the slides and recordings

Because of ChatGPT and other generative AI initiatives, the general awareness of Artificial Intelligence has moved from niche to mainstream. There is a general awareness that AI will change the business of insights and research, but much less agreement about how quickly the change will happen and what form the change will take.

In this webinar, NewMR pulls together a group of early adopters to share with our attendees their reports of how they have been utilising AI in the field of insights and research. Presentations will include:

If you want to learn more about how ChatGPT is used, check out the recording of Ray Poynter’s webinar “ChatGPT and Market Research, the first 100 days“.

Click here to register

 

Synopses

  • Exploring the future of verbatim coding with ChatGPT,
    Tim Brandwood & Damien Gouriet, Digital Taxonomy
    Codeit have been involved in Verbatim Coding and Machine Learning for the last 7 years. In this presentation, they will share their research on the use of Generative AI for coding market research verbatims. They will discuss their experiments using Generative AI to automate the coding process. They will discuss the strengths and limitations of this as a coding tool, the role of human oversight in the process, and the potential for customized machine learning models working alongside it. The session will highlight the importance of human expertise and the use of GPT as a labour-saving tool rather than a complete replacement for humans in the market research process.
  • Using Generative AI to Assess the Quality of Open-Ended Responses in Surveys,
    Karine Pepin, 2CV Research
    An enormous amount of time and resources are devoted to improving data quality in survey research. The quality of open-ended responses has become a critical factor for researchers in evaluating the validity of each participant. Reading through open-ended responses is a time-consuming task that has been difficult to automate. While most tools are capable of identifying obviously inappropriate responses such as gibberish and profanity, they generally lack the ability to effectively assess the quality of the content. With its ability to understand context and user-friendliness, Generative AI opens up opportunities for researchers to automate this laborious cleaning process.  During this session, you will be presented with a practical use case demonstrating how GPT was utilized to efficiently clean open-ended responses on a large scale.
  • Tech for tech’s sake? Learnings from experiments with AI in consumer research,
    Alexandra Kuzmina, Nova tech innovation, MMR Research Worldwide
    MMR’s in-house tech innovation team NOVA, has been exploring, interpreting, and experimenting with emerging technology with a sole focus to uncover the kind of tech that will make a tangible difference to the quality and depth of insight. The session will outline the latest experimentations with practical application of AI and LLM’s: conversing with consumers at scale with chatbots, in-the-moment data capture with voice technology, unstructured data analysis, increasing survey engagement and improving data quality with AI avatars. Insights from case studies conducted alongside leading FMCG brands will highlight the advantages and limitations of these technologies, with a particular focus on product and packaging development and testing.
  • Using Generative AI to bring Qualitative Capabilities to Quantitative Surveys,
    Phil Sutcliffe    , Nexxt Intelligence
    Open-ended answers in surveys can be disappointing, failing to deliver the insight that researchers hope for. Often the answers given are descriptive at best and uninformative or complete gibberish at worst. The advent of large language models and generative AI has brought great opportunity to change this. We now have the capability to use AI to probe within quantitative surveys. With the correct training of the generative AI models, probes can be returned that are relevant to what the participant has just said and the context of the original open-ended question. Further enhancements allow the researcher to probe on specific aspects of the participant’s response, in a similar way to how a moderator would in a depth discussion. No longer do researchers need to be frustrated that quant surveys only provide the ‘what’, with AI probing, you can now understand the ‘why’ as well and do this at scale and speed.
  • How AI / ChatGPT Drives Business Growth,
    Hao Wu 吴皓, HaoLifeLab 好会洞察
    Join Hao, the founder of HaoLifeLab, an entrepreneur with over 10 years of experience specializing in integrating Digital, AI & Insight, as he discusses how to embrace the AI/ChatGPT revolution. This session will cover the following topics, which have been presented to international companies such as L’Oreal, Alibaba, Bytedance, and Mars:
    – Hindsight: Learn to use established AI tools effectively
    – Insight: Understand AI’s impact on the insight industry
    – Foresight: Learn how to transform yourself and your company with AI