This session will feature fast takes on groundbreaking AI / ML work followed by a discussion about likely future applications of these technologies across consumer insights.
Many believe AI / ML may determine the future of insights - if that's the case, you don't want to miss this session.
Using AI Analytics to Benchmark Pack Elements that Drive Brand Growth
At different stages of a CPG product’s lifecycle, the overarching brand strategy may shift. The brand team needs evidence to confirm that the elements of the pack are laddering up to the equity of the brand, compared with the old brand promise or even to the competition. See how you can harness the power of image analytics to access the behavioral drivers of brand equity at the pack level and measure against reliable performance norms.
- Scott Brill, Behaviorally
Assessing Competitive New Product Entries; an AI/ML approach
Streamline assessment of the potential impact of competitive new product entry with an ML approach that is “one and done”; once created is easily applied to any new product entry in the respective market. Competitive new products can pose a significant threat to business objectives. They are typically under-researched because of the time and financial investment required. This approach leveraged readily available observed data, both factual and inferred (via semiotics), and generalizations derived from the brand switching literature, to create algorithms that can be adapted and easily applied to many markets.
- Jeffrey Hunter, Market Framework, Inc.
Business Critical Issues: Leveraging AI and Data Visualizations for Issues Mapping and Thought Leadership
With traditional research methods, creating a framework that allows you to quickly assess a brand’s strengths and opportunities can prove challenging, especially with the speed at which information travels and how quickly media narratives can change.
Dive into the key principles that will allow you to move at the speed of information, while ensuring that the data you’ve derived from your insights are concise, and actionable.
To illustrate the output of these principles, we’ll use examples from case studies that touch on the environment, COVID’s impact on the media, AI and the future of work, job reviews, and others.
- Antonio Ortolani, Brunswick Group