ARTIFICIAL INTELLIGENCE IN MARKET RESEARCH

Deep dive // November 24th 2015

Tom De RuyckManaging Partner

Steven DebaereData Scientist

Discussing 2 case studies

ARTIFICIAL INTELLIGENCEBIG DATA

MACHINE LEARNING

AUTOMATION

PREDICTIVE ANALYTICS….PATTERN RECOGNITION

CONFERENCE TALK

DEEP LEARNING

| @tomderuyck @steven_debaere | @InSites

(Oxford dictionary)

hype

HYPES?

extravagant or intensive publicity or promotion

| @tomderuyck @steven_debaere | @InSites

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)

| @tomderuyck @steven_debaere | @InSites

WE KEEP HYPING ITmassive promotion implies massive adoption?

| @tomderuyck @steven_debaere | @InSites

HYPE OR REALITY?

67%INTERESTING TREND,

TOO EARLY TO TELL OR

23%GAME CHANGER

(GRIT 2016)

MUCH ADO ABOUT NOTHING

| @tomderuyck @steven_debaere | @InSites

TEST

BUILD

LEARN

SHARE

| @tomderuyck @steven_debaere | @InSites

AI IN FUTURE-PROOF ENVIRONMENTS

insight generation insight activation

Consumer Consulting Board Insight Activation Studio

&| @tomderuyck @steven_debaere | @InSites

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

AI ADOPTION CASESTUDIES

insight generation insight activation

&Minority Report Her

| @tomderuyck @steven_debaere | @InSites

PROACTIVE COMMUNITY MANAGEMENT

Low quantity

1.Low quality

2.

Participation Threat

| @tomderuyck @steven_debaere | @InSites

BUILD

AugJul Sep Oct Nov

Past FutureFUTUREPAST

DISENGAGEMENT PREVENTION

PROACTIVE COMMUNITY MANAGEMENT

| @tomderuyck @steven_debaere | @InSites

BUILD

QUANTITYQ

UA

LITY

Low High

Low

High Community Stars

Passivists

High-Potentials

Annoyers

PROACTIVE COMMUNITY MANAGEMENT

| @tomderuyck @steven_debaere | @InSites

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

| @tomderuyck @steven_debaere | @InSites

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

Lowefficiency

1.Low

effectiveness

2.

Impact Threat

INSIGHT ACTIVATION BOT

| @tomderuyck @steven_debaere | @InSites

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

| @tomderuyck @steven_debaere | @InSites

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

| @tomderuyck @steven_debaere | @InSites

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

LET’S KEEP MOVINGLET’S START EXPERIMENTING

| @tomderuyck @steven_debaere | @InSites

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!