Date April 5 2020

Name:- Tushar Vijapure

PGDM ID:-3419
M4 Batch
Topic:- “Artificial Intelligence in Market
Research”
 Research Paper no. 01
What Market Research Can Learn from
Alexa & Siri: Exploring the ways Savvy
Consumers have innovated in their lives and
how market research practices can follow
their lead
2019
Kantar, a media company, shares tangible examples of ways researchers, marketers, and
advertisers alike can tap into innovative consumers and leverage the ocean of data they are
generating.

 The reason consumers turn to Siri to tell them everything is the immediacy factor – innovation has
driven this and so should market research.
 Kantar’s agency client needed to quickly discover awareness levels of various facial cleanser brands
without conducting a full-blown research study, so Kantar tapped into its quick search and polling
tools, enabling it to get immediate answers to tailor a better survey.
 With artificial intelligence (AI) we can also start to engage chatbots, a replacement of voice in terms
of customer helplines and a tool with huge potential for research, where respondents can converse
and engage beyond simply typing a response.
 AI can deliver smarter, more impactful consumer engagement at scale – user-generated content,
collected from many one-on-one interactions between AI-powered devices and real people, provides
live, nuanced insight.
 Research Paper no. 02
Are we at the threshold of a new era of
research? Bots as a tool for data collecting
2019
Play, a Polish telecommunications brand, addresses how new communication technologies,
especially chatbots and voice assistants, can be used to gain knowledge about consumers.

 Play conducted a study using four data gathering techniques: two traditional ones (CAWI and CATI
interviews), and two using bots (a chatbot and a voice assistant).
 The highest response rate was achieved in CAWI interviews (87%), i.e. a technique which is
convenient and well-known, while the less-known chatbot and voice assistant gained lower results
(68% and 55% respectively), but still performed much better than CATI interviews.
 Of all four survey methods used, voice assistant surveys were most likely to produce fewest 'I don't
have an opinion' answers, attributed to the ease, quickness and convenience of talking to the
assistant.
 Based on the insights from the project, it is convincing that bots and smart assistants can be useful
data collection tools, mainly because they offer the illusion of a real dialog.
 Research Paper no. 03
Data mining with AI: How everyday AI can
make you the smartest person in the room
2019
Uncovers how consultants, researchers, marketers and sales practitioners can take
advantage of artificial intelligence (AI) to help augment working ability and move clients'
businesses forward, more profitably.

 Humans and machines need to work together, and marketing and sales professionals should not
allow AI-only solutions to dominate the landscape.
 The task of mining unstructured data for insights and quantifying the significance of these insights
can be done quickly but with more inaccuracies by AI, whereas humans make fewer errors, but it is
very time consuming and expensive.
 If a human tidies up the data, the AI can learn from this and make improvements based on the
learnings it gained from the human.
 Professionals should demand tools that use their domain knowledge, visual processing, common
sense, intuition and many other strengths to enable industry-leading solutions.
 Research Paper no. 04

'The EmotionMeter' powered by artificial

intelligence
2019
Unilever, the consumer goods company, explored ways to cut through the social clutter in
the competitive space by understanding the social mood of consumers in Turkey.

 Unilever tracked the social mood of Turkey through sentiment analysis carried out by supervised
machine learning.
 While several studies have explored the role of emotions on consumer behaviour at an individual
level, this study explores the effect of emotions over time as well as in real time.
 Most sales models have so far included the role of key variables such as promotions, TV GRP and
seasonality, yet no model has taken into account the role of social mood in explaining sales.
 A brand may launch a funny campaign, yet if the social mood is occupied with another emotion that
is hard to shift from, the campaign investments face the risk of being inefficient.
 Research Paper no. 05
How consumers accept, understand and trust
artificial intelligence
2018
OMD, an integrated communications agency, launched a campaign across Europe to better
understand consumers' perceptions of artificial intelligence (AI).

 AI is encroaching into our daily lives, so brands will need to differentiate themselves in an
emerging AI-powered retail environment.
 OMD needed to gain insight into how consumer perceptions shift with changing AI usage and
retail behaviours.
 OMD conducted extensive desk research focused on AI in retail and qualitative experiments to
capture behavioural insights.
 It found that 22% of Europeans are consciously using AI while another 41% would like to, and
valuable information about current AI behaviours and perceptions across 14 European markets was
gathered.
 Research Paper no. 06
Demonstrating the Advantage of Artificial
Intelligence in Market Research
2018
Through two political case studies in the US and UK, online insights platform Remesh
exemplified the positive impact of AI on market research.

 Each case study began with the similar challenge of attempting to communicate to a mass target
group authentically.
 AI-powered research tools provided an opportunity to deliver representative intelligence; a "shared
voice" that is representative of a larger group, its beliefs and opinions.
 Remesh's online chat interface tool could host conversations with large groups of participants,
gathering descriptive responses to open-ended questions.
 The AI-powered tool gathered qualitative information that was statistically significant, thus widening
researchers' understanding of key stakeholders.
 Research Paper no. 07
Exploring artificial intelligence techniques to
enhance survey experience
2018
Advises researchers and practitioners about the advantages and limits of using artificial
intelligence (AI) to facilitate the implementation of innovative survey response formats.

 With increasing numbers of people accessing the internet on mobile devices, communicating
through instant messaging apps and answering surveys from their mobile devices, there is a need to
adapt surveys for mobile devices.
 Visual data and voice data are not easy types of data to process and analyze using traditional
approaches, so the proposal is to use AI tools such as the Google Vision Application Programming
Interface (API) for images and the Google Cloud Speech API for voice.
 Two different studies are discussed, which evaluate the main opportunities and limits of combining
new response formats with these APIs, firstly focusing on how reliable the tags produced by Google
Vision are and secondly, looking at the impact on the length of the answers.
 Practical recommendations are presented, based on the data and expertise gathered from these
experiments, for those who want to implement new response formats (e.g. voice input options and
images) combined with AI techniques.
 Research Paper no. 08
Exploring expert-centric artificial media
intelligence
2018

M-Brain, a research company, uses high-quality data in its approach to Augmented Market
Intelligence.

 The availability of machine learning toolboxes has made it seem almost trivial to apply one to any set
of data and problems, but it is difficult to determine whether a particular piece of media data is
relevant and the notion of relevance is ill defined and not readily available.
 A key part of the Market Intelligence value chain is classification of incoming media material for the
industries it discusses or is relevant to.
 Out of a 4-level 4,000 category mapping, an automated model for classification can be learned that
performs an automated classification for industry very quickly.
 Analysis shows that automated categorization correlates strongly with human selection even when
they are not benefiting from a user interface utilizing it.
 Research Paper no. 09
Artificial intelligence in market research
2017
This paper provides two case studies that explain how artificial intelligence (AI) can assist
the market research industry in finding insights and predicting consumer behaviour.

 Galvin is a chatbot that allows companies to have direct access to all their consumer research,
giving marketers the right answer anywhere, anytime.
 By using predetermined consumer segments, Galvin is also able to impersonate the consumer,
giving users the chance to have a simulated 'chat' with 'their consumer'.
 AI can also be used for proactive community management, a moderation practice designed to
anticipate negativity and member disengagement, and take proactive actions to prevent it.
 Leveraging the data-rich environment of the community, technological innovations can support the
moderator in managing the community more effectively, while machine-learning techniques can
identify patterns and predict future behaviours
 Research Paper no. 10
Will chatbots make research more human?
2019
Looks at whether chatbots make research more human through a study by Nomad Foods, a
frozen food company, which compared consumer responses to a product performance
survey with a chatbot survey.

 To test the added value of a conversational research approach, Nomad Foods ran the product
performance test using two conditions: the standard product performance methodology and an
experimental chatbot approach.
 Members of the Food for Thought Square (ready to help the UK team of Nomad Foods with all kinds
of challenges) were assessed for their category awareness and were asked to evaluate their
shopping trip, meal preparation and consumption of Nomad's Veggie Bowls.
 Participants in the conversation conditions rated their experience as an average of 9.06/10,
comparing the interaction to one with a human.
 As chatbots are able to better guide a participant through a research experience, Nomad Foods is
able to get more in-the-moment feedback, allowing it to grasp the shopping, cooking or consumption
context as if it were there.