Insights beyond Human Intuition: Comprehensively Mining Survey Data

Insights beyond Human Intuition:
Comprehensively Mining Survey Data
Martin Schniedermeier ▪ Kantar Public
Dr. Georg Wittenburg ▪ Inspirient
General Online Research Conference (GOR 22)
Berlin, 8 September 2022

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General Online Research Conference (GOR 22), 08.09.2022
Martin Schniedermeier
Data & Operations Global Transformation Director
and Partner for Europe at Kantar Public
Dr. Georg Wittenburg
Co-founder and CEO at Inspirient

Kantar Public’s reasons for looking into AI
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Kantar Public’s Innovation HUB was launched in 2022 with the
objectives of…
 Linking innovation (ideas, tools, algorithm platforms) with our
recent solutions and research approaches
 Supporting and assisting German data science and digital start-
ups and micro-enterprises active in data, technology and AI in
the provision of data and evidence for use in the public sector
Our focus is to improve both quality and efficiency at the same
time, while also optimizing our cost structure through…
 More comprehensive, more relevant results
 Streamlined analytical and operational processes
 Enhanced and accelerated output generation and delivery
by initiating the Kantar Public Innovation HUB

Comprehensiveness is central to the quality we
deliver
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- Highly experienced teams in multi-country surveys and projects
- Continuous, iterative innovation in design, technology and delivery to ensure that
the benefits from the highest quality capability in design and delivery
- Managing global research programs using all types of data collection
methodologies, drawing on our unique research infrastructure.
- Our research teams leave no stone unturned to provide results and insights
 As each survey and project is different and highly customized, the outputs and
linked datasets require human expertise and effort to handle
 Our research teams will benefit from any kind of support to detect unknowns and
outliers but patters, which would have been unveiled without technical support
 Time consuming and boring activities (data checks!) will be removed from
researcher’s task list, allowing them to focus on essential research and
consultancy activities
…and quality is key especially for the Public Sector

Comprehensiveness is a cornerstone of automated reasoning
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Playing computer chess, in its simplest form,
requires...
a) formalizing the rules of the game and
b) efficiently searching all branching paths
Fundamentals and techniques for reasoning,
planning and exhaustive search explored since
the 1960s, reached maturity in the ‘90s
Example: Computer Chess
IBM Deep Blue beat world chess champion Garry Kasparov 25 years ago

Analytical reasoning is surprisingly similar to playing chess
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Computer Chess Automated Data Analysis
AI can chain reasoning steps, but cannot decide whether it has “won”
• Enumerate and score all valid moves, anticipating
opponents counter-moves
• Select next move based on best score
• Enumerate and score all valid analysis steps, e.g., …
 Data classifications, aggregations, regressions
• Visualize results as searchable slides
Artificial
Intelligence
Human nothing to do
• Select relevant results based on context specific to the
client and/or survey
Numeric?
Country?
ZIP code?
Likert Scale?
Aggregation?
Outliers?
String?

Analytical reasoning automated by orchestrating 420+ custom build classifiers
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~20 of these classifiers are specific to survey analysis
Inspirient’s Hybrid AI uses 420+ custom built classifiers
to autonomously apply human-level analytical reasoning

Our setup to automate statistical reasoning with Inspirient
Launch Kantar
Public Innovation
HUB Germany
Discuss and select
as potential partner
for innovation
Review, discover,
define and develop
enhanced platform
for survey data
Finish development
and decision made
for cooperation
Contracting,
preparing market
launch
“Go Live” Germany
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Q1 2021 Q2 2021 Q3 2021 Q4 2021 Q1 2022 Q2 2022

Inspirient offers AI-driven automated data analyses since Q4 2021
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Customised service available to teams at Kantar Public
Survey Quality Assessment
Top Survey Dimensions
Top Contingency Table Patterns

Understanding survey semantics was key to driving these analyses
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Classification of socio-demographic
and survey response dimensions
 Contingency tables, crosstabs
Classification of weighting and time /
wave dimensions
 Weighted aggregations and time-
series analyses
Classification of free text dimensions
 NLP topic extraction and coding
Classification of survey duration and
interviewer ID dimensions
 Quality checks (incl. speeder detec-
tion and interviewer-induced bias)
Automated survey analytics requires accurate classification of all input dimensions
Survey data
(SPSS, Excel, CSV, …)
Inspirient’s Analysis Guidance Dialog
Ontology system
Supervised learning

And we get to be comprehensive along dimensions and analysis methods!
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AI-applied analytical deep-dives guarantee that most relevant results are discovered
• Advanced analytical methods are applied
automatically whenever data meets defined
prerequisites
• Methods include...
 Multivariate regression analysis
 Average Marginal Effects (AME)
 Density-based clustering
 Geographic data analysis
 Key phrase extraction from natural language text
• Prioritization metrics help to statistically identify which
results, e.g., which contingency table, have most
significant patterns
AI-applied
Analytical
Methods

...but what matters in the end is what we can deliver to our clients
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1) Improved Efficiency – Deliver detailed analytical evaluations
in less time and with more deep-dives
2) Quick Deliverables – Quickly deliver key results to clients,
based on pre-produced stories and prioritized insights
3) Preview Results during FW Data Collection – Preview
results with client to gather feedback and steer project
4) Advanced Data Validation – Collected data is more
thoroughly checked for data quality issues
5) Advanced Analytical Methods, Applied at Scale – Valuable
insights surfaced with automated methods
6) Paper Trail for Every Result – Detailed, audit-proof
documentation how each analytical result was derived

Our digital dividend is to run our business processes
more efficiently and faster
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 Recognize data dependencies, patterns and connections more easily
 Almost real time status quo delivery on project progress
 Free up more time for important research and analyses
 Increase client satisfaction by offering them high-end analytical capabilities
 Strengthen and expand client interaction and business growth

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Thank you for your attention!
Martin Schniedermeier
martin.schniedermeier@kantar.com
Dr. Georg Wittenburg
georg.wittenburg@inspirient.com

Insights beyond Human Intuition: Comprehensively Mining Survey Data

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