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The Beauty from the Bottom of the Data Lake

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A.I and machine learning algorithms have made giant leaps to help uncover insights in the millions of conversations, text, pictures from surveys or social media. 
Most of these techniques are good at finding the things you already know you’re looking for, in a rather prescriptive “top down” way. They are good at catching the fishes you need. In this webinar, we will show how ML based “bottom up” approaches now enable us to uncover the unexpected “unknown unknowns” that often hidden in data layers. 
Our advanced analytic designs are grounded on the latest achievements in data science and computational linguistics (LDA) to structure millions of conversations, visual analytics to expose the meaning of thousands of pictures and videos. Concrete client cases will illustrate what A.I bottom up approaches can add to market research, to effectively help brands understand consumers and markets the way they truly are, deep from the bottom of the data lake.

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The Beauty from the Bottom of the Data Lake

  1. 1. The Beauty from the bo/om of the data lake Léa Turquier and Benoit Hubert, Ipsos Social Intelligence AnalyAcs The Future of AI & Automation The beauty from the bo.om of the data lake Léa Turquier and Benoit Hubert Ipsos
  2. 2. The Beauty from the bo/om of the data lake Léa Turquier and Benoit Hubert, Ipsos Social Intelligence AnalyAcs The Future of AI & Automation Source : Callaghan InnovaAon, 2018 A.I IS MUCH BROADER THAN MARKET RESEARCH … But many of the latest technologies have concrete and game- changing usage cases for MR
  3. 3. The Beauty from the bo/om of the data lake Léa Turquier and Benoit Hubert, Ipsos Social Intelligence AnalyAcs The Future of AI & Automation BOTTOM UP TOPICS OF ORGANIC CONVERSATION UNSTRUCTURED DATA PREDEFINED THEMES TO LOOK FOR AND SIZE PROJECTION ONTO UNSTRUCTURED DATA e.g. ConsumpAon occasions SPOTS AND SIZES SPECIFIC DIMENSIONS IN THE DATA BOTTOM UP AND TOP DOWN ALGORITHMS 2 WAYS TO CRAFT INSIGHTS STRUCTURES AND SIZES WHAT CONVERSATIONS/ VISUALS ARE ABOUT TOP DOWN
  4. 4. The Beauty from the bo/om of the data lake Léa Turquier and Benoit Hubert, Ipsos Social Intelligence AnalyAcs The Future of AI & Automation TOP DOWN : FISHING BOTTOM UP : DEEP SEA DIVING 2 COMPLEMENTARY WAYS TO APPROACH THE DATA SET
  5. 5. The Beauty from the bo/om of the data lake Léa Turquier and Benoit Hubert, Ipsos Social Intelligence AnalyAcs The Future of AI & Automation INSIGHTS BASED ON HUMANIZED A.I NO/LESS BIAIS LARGE VOLUMES OF DATA STRONG ANALYTICS UNDERSTANDING OF THE BUSINESS QUESTION COMMUNICATION INTERPRETATION, INTUITION, CULTURE CATEGORY/CLIENT EXPERTISE
  6. 6. The Beauty from the bo/om of the data lake Léa Turquier and Benoit Hubert, Ipsos Social Intelligence AnalyAcs The Future of AI & Automation 6 TOPICS IN THE CORPUS ARE EXTRACTED AND QUANTIFIED MOST RELEVANT PHRASES ARE SCORED BY AFFINITY ON EACH TOPIC BOTTOM UP ALGORITHMS ON TEXT DATA NLP AND LDA
  7. 7. The Beauty from the bo/om of the data lake Léa Turquier and Benoit Hubert, Ipsos Social Intelligence AnalyAcs The Future of AI & Automation 7 AUTOMATED TAGS GENERATED BY AN A.I-BASED ALGORITHM indoor person table man young kitchen food standing counter holding restaurant wine cooking ea7ng group living cake confidence leisure “a group of people standing around a table” LOGO DETECTION IN PICTURES BOTTOM UP FOR PICTURE ANALYTICS WHAT VISION COMPUTING CAN DO Deep learning and A.I used to reveal the full potenXal of pictures from surveys, ethnographies, diaries, social media •  Objects , e.g.“ cake“ •  Environment and context, e.g. “Restaurant“ •  Age and gender of people in the picture •  Brand logos •  Abstract noAons e.g.“confidence. Leisure“ And draU enAre sentences describing the pictures “ a group of people standing around a table“ Algorithms can now spot….
  8. 8. The Beauty from the bo/om of the data lake Léa Turquier and Benoit Hubert, Ipsos Social Intelligence AnalyAcs The Future of AI & Automation © 2017 Ipsos. All rights reserved. Contains Ipsos' ConfidenAal and Proprietary informaAon and may not be disclosed or reproduced without the prior wri/en consent of Ipsos. World Luxury Tracking DEFINING WHAT LUXURY MEANS TO PEOPLE AROUND THE WORLD Isabel Marant CASE STUDY
  9. 9. The Beauty from the bo/om of the data lake Léa Turquier and Benoit Hubert, Ipsos Social Intelligence AnalyAcs The Future of AI & Automation REDESIGNING RESEARCH WITH FREE EXPRESSION IN MIND A powerful database enriched over 10 years, SemioAcs + Data science on open-ended quesAons + Picture analyAcs allow consumers to express themselves more spontaneously… on 8 markets and 7000 interviews THE STRENGTH OF A HISTORICAL TRACKER ACROSS 15 COUNTRIES… … REVAMPED TO BE MORE CONSUMER CENTRIC
  10. 10. The Beauty from the bo/om of the data lake Léa Turquier and Benoit Hubert, Ipsos Social Intelligence AnalyAcs The Future of AI & Automation Data Science clustering the different topics with the greatest affiniAes to quant metrics Collect data linked to each open-ended quesXon CollecAon of VerbaAm Regrouped into clusters of most frequently associated words Understanding by comparing THEIR OWN WORDS ON LUXURY compared across country compared between categories 1 2 3 The topic models or themaAc models are probabilisAc staAsAcal models whose purpose is to idenAfy the major themes that structure a corpus of verbaAm. Our corpus is based on the answers to this open-ended quesAon : Everything that comes to mind when you hear the word “luxury” TOPIC MODELLING ON OPEN END VERBATIMS
  11. 11. The Beauty from the bo/om of the data lake Léa Turquier and Benoit Hubert, Ipsos Social Intelligence AnalyAcs The Future of AI & Automation Images are sent by respondents to illustrate their answers Their definiAon of luxury Images are tagged through vision compuXng algorithms 1 Data Science All images tags are regrouped into metatags creating semantic clusters 2 3 Establishing visual and semanXc cluster to understand consumers values & imaginaries Which symbols associated to the idea of luxury ? Share a picture that illustrates what comes to mind when you hear the word “luxury” THEIR OWN IMAGES ON LUXURY PICTURE ANALYTICS TO EXPLORE THE EMOTIONAL DIMENSIONS OF LUXURY
  12. 12. The Beauty from the bo/om of the data lake Léa Turquier and Benoit Hubert, Ipsos Social Intelligence AnalyAcs The Future of AI & Automation Beyond qual & quant What is luxury ? Distinction Luxury is synonymous with quality style, unconventional cutting edge innovations… Man, USA, 35-44 yo Differentiating. It guarantees a certain artisanal know how Woman, Germany, 35-44 yo Consuming luxury allows to distinguish oneself and is synonymous with unconventional style and cutting edge innovations.
  13. 13. The Beauty from the bo/om of the data lake Léa Turquier and Benoit Hubert, Ipsos Social Intelligence AnalyAcs The Future of AI & Automation Chanel - Dior – YSL - Thierry Mugler - Givenchy - Nina Ricci - Hermès - Prada - Gucci - Vuitton – Louboutin. Chaumet - Audemar Piguet - Jaeger – Rolex - Omega - Boucheron – Van Cleef & Arpels  » Woman, UK, 45-64 yo IN THEIR WORDS, LUXURY IS BRAND FIRST #1 Iconic brands play a major role, they convey an imagery that redefines the contours of luxury. The profusion of brands quoted underlines the multiplicity of identities, signs and imageries referring to luxury 14% YSL a logo a film a life a work SUMMARY VERBATIM
  14. 14. The Beauty from the bo/om of the data lake Léa Turquier and Benoit Hubert, Ipsos Social Intelligence AnalyAcs The Future of AI & Automation Traveling and learning new cultures is good health Man, UK, 45-64 yo EXOTIC PLACES AND LIFESTYLE INTENSE FEELINGS HARMONY AND INNER PEACE Look up to the sky and praise God for this beautiful creation, meditate on inner peace and world harmony, practice reconciliation Man, KSA, 35-44 yo THE IDEA TO “ESCAPE” STANDS OUT 10% 6% 7% Buying the latest gadgets like iPhone 7 Having fun every weekend and travel every few months just for fun Woman, ITALY, 35-44 yo # # #
  15. 15. The Beauty from the bo/om of the data lake Léa Turquier and Benoit Hubert, Ipsos Social Intelligence AnalyAcs The Future of AI & Automation VISUAL, EMOTIONAL EXPLORATION What is luxury ? Their pictures
  16. 16. The Beauty from the bo/om of the data lake Léa Turquier and Benoit Hubert, Ipsos Social Intelligence AnalyAcs The Future of AI & Automation OCCASIONNAL DIFFERENTIATION EVERYDAY EXCLUSIVE LIFESTYLE SPECIAL EXPERIENCE TO ESCAPE DAILY ROUTINE COMPARING CULTURES : A SURPRISE FROM GERMANY
  17. 17. The Beauty from the bo/om of the data lake Léa Turquier and Benoit Hubert, Ipsos Social Intelligence AnalyAcs The Future of AI & Automation 0% 10% 20% 30% 40% 50% 60% 70% 80% USA ME EU COMPARING PICTURES ACROSS CULTURES
  18. 18. The Beauty from the bo/om of the data lake Léa Turquier and Benoit Hubert, Ipsos Social Intelligence AnalyAcs The Future of AI & Automation 1# SPIRIT OF THE JOURNEY THEIR IMAGES
  19. 19. The Beauty from the bo/om of the data lake Léa Turquier and Benoit Hubert, Ipsos Social Intelligence AnalyAcs The Future of AI & Automation 2# INTENSE EARTH RECONNECTION - SENSATIONS THEIR IMAGES
  20. 20. The Beauty from the bo/om of the data lake Léa Turquier and Benoit Hubert, Ipsos Social Intelligence AnalyAcs The Future of AI & Automation 4# AQUATIC IMAGINARIES THEIR IMAGES
  21. 21. The Beauty from the bo/om of the data lake Léa Turquier and Benoit Hubert, Ipsos Social Intelligence AnalyAcs The Future of AI & Automation Thank You! Léa Turquier Global InnovaAon AcAvaAon Manager Lea.Turquier@Ipsos.com Benoit Hubert Chief data science officer Benoit.Hubert@Ipsos.com IPSOS SOCIAL INTELLIGENCE ANALYTICS
  22. 22. The Beauty from the bo/om of the data lake Léa Turquier and Benoit Hubert, Ipsos Social Intelligence AnalyAcs The Future of AI & Automation Q & A Ray Poynter NewMR Léa Turquier Benoit Hubert Ipsos Social Intelligence AnalyXcs
  23. 23. The Beauty from the bo/om of the data lake Léa Turquier and Benoit Hubert, Ipsos Social Intelligence AnalyAcs The Future of AI & Automation NewMR 2018 Sponsors CommunicaAon Silver Gold

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