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ARTIFICIAL INTELLIGENCE IN
MARKET RESEARCH
Deep dive // November 24th 2015
Tom De Ruyck
Managing Partner
Steven Debaere
Da...
ARTIFICIAL INTELLIGENCE
BIG DATA
MACHINE LEARNING
AUTOMATION
PREDICTIVE ANALYTICS….
PATTERN RECOGNITION
CONFERENCE TALK
DE...
(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 wo...
WE KEEP HYPING IT
massive 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
| @tomder...
TEST
BUILD
LEARN
SHARE
| @tomderuyck @steven_debaere | @InSites
AI IN FUTURE-PROOF ENVIRONMENTS
insight generation insight activation
Consumer Consulting Board Insight Activation Studio
...
FUTURE-PROOF?
(Ray Poynter, 2016)
communities impact gap
insight generation insight activation
50%
OF MARKETERS BELIEVE MR...
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 @stev...
BUILD
QUANTITY
QUALITY
Low High
Low
High Community
Stars
Passivists
High-
Potentials
Annoyers
PROACTIVE COMMUNITY MANAGEME...
TEST
IMPACT
DETECTION ABILITY: 78% (QT) & 71% (QL) ACCURACY
WHAT
A
T
I
FROM REACTIVE TO PROACTIVE MANAGEMENT
SEE WHAT THE ...
LEARN
Increase adoption by trade-off
between predictive accuracy,
believability & actionability
Volume and quality
necessa...
Low
efficiency
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 3
LET’S MEET THE
CONSUMER
Case 1...
TEST
A
T
I
IMPACT
INSIGHT ACTIVATION: ADOPTION & SATISFACTION
INSIGHTS ANYTIME, ANYWHERE, IN YOUR POCKET
CONSUMER-CENTRIC ...
LEARN
In addition to core-
behavior, challenging
to enable small talk
Logic
Map out human behavior
for defining use cases
...
LET’S KEEP MOVING
LET’S START EXPERIMENTING
| @tomderuyck @steven_debaere | @InSites
ARTIFICIAL INTELLIGENCE IN
MARKET RESEARCH
Deep dive // November 24th 2015
www.insites-consulting.com
Tom De Ruyck
Managin...
ARTIFICIAL INTELLIGENCE IN MARKET RESEARCH
ARTIFICIAL INTELLIGENCE IN MARKET RESEARCH
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ARTIFICIAL INTELLIGENCE IN MARKET RESEARCH

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ARTIFICIAL INTELLIGENCE IN MARKET RESEARCH

  1. 1. ARTIFICIAL INTELLIGENCE IN MARKET RESEARCH Deep dive // November 24th 2015 Tom De Ruyck Managing Partner Steven Debaere Data Scientist Discussing 2 case studies
  2. 2. ARTIFICIAL INTELLIGENCE BIG DATA MACHINE LEARNING AUTOMATION PREDICTIVE ANALYTICS…. PATTERN RECOGNITION CONFERENCE TALK DEEP LEARNING | @tomderuyck @steven_debaere | @InSites
  3. 3. (Oxford dictionary) hype HYPES? extravagant or intensive publicity or promotion | @tomderuyck @steven_debaere | @InSites
  4. 4. 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
  5. 5. WE KEEP HYPING IT massive promotion implies massive adoption? | @tomderuyck @steven_debaere | @InSites
  6. 6. HYPE OR REALITY? 67% INTERESTING TREND, TOO EARLY TO TELL OR 23% GAME CHANGER (GRIT 2016) MUCH ADO ABOUT NOTHING | @tomderuyck @steven_debaere | @InSites
  7. 7. TEST BUILD LEARN SHARE | @tomderuyck @steven_debaere | @InSites
  8. 8. AI IN FUTURE-PROOF ENVIRONMENTS insight generation insight activation Consumer Consulting Board Insight Activation Studio & | @tomderuyck @steven_debaere | @InSites
  9. 9. FUTURE-PROOF? (Ray Poynter, 2016) communities impact gap insight generation insight activation 50% OF MARKETERS BELIEVE MR LEADS TO CHANGE IN ATTITUDES & DECISIONS 45% OF MR PROJECTS LEADS TO CHANGE 5% 70% 2016 2026 as % of MR budget (MR Impact Study, InSites Consulting, 2014) | @tomderuyck @steven_debaere | @InSites
  10. 10. AI ADOPTION CASESTUDIES insight generation insight activation &Minority Report Her | @tomderuyck @steven_debaere | @InSites
  11. 11. PROACTIVE COMMUNITY MANAGEMENT Low quantity 1. Low quality 2. Participation Threat | @tomderuyck @steven_debaere | @InSites
  12. 12. BUILD AugJul Sep Oct Nov Past FutureFUTUREPAST DISENGAGEMENT PREVENTION PROACTIVE COMMUNITY MANAGEMENT | @tomderuyck @steven_debaere | @InSites
  13. 13. BUILD QUANTITY QUALITY Low High Low High Community Stars Passivists High- Potentials Annoyers PROACTIVE COMMUNITY MANAGEMENT | @tomderuyck @steven_debaere | @InSites
  14. 14. 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
  15. 15. 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
  16. 16. Low efficiency 1. Low effectiveness 2. Impact Threat INSIGHT ACTIVATION BOT | @tomderuyck @steven_debaere | @InSites
  17. 17. BUILD A SMART ASSISTANT INSIGHT ACTIVATION BOT FIND ME SOME INSIGHTS ABOUT PACKAGING Case 3 LET’S MEET THE CONSUMER Case 1 SHOW ME THE LATEST NEW INSIGHTS Case 2 | @tomderuyck @steven_debaere | @InSites
  18. 18. 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
  19. 19. LEARN In addition to core- behavior, challenging to enable small talk Logic Map 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
  20. 20. LET’S KEEP MOVING LET’S START EXPERIMENTING | @tomderuyck @steven_debaere | @InSites
  21. 21. ARTIFICIAL INTELLIGENCE IN MARKET RESEARCH Deep dive // November 24th 2015 www.insites-consulting.com Tom De Ruyck Managing Partner Steven Debaere Data Scientist Discussing 2 case studies Thank you for your attention!

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