ResearchTech: what are the implications for the insight industry?
Steve Mast
Delvinia, Canada
Recently, “ResearchTech” or “ResTech” has emerged as a new term in the world of consumer and data insight. Leading experts view it as the “next big thing”. Indeed, there is a new generation of online platforms and tools that are fundamentally changing the relationship between research and decision makers. ResearchTech is expected to boost the agility of the research process, increase speed and massively expand the circle of users of data-based insights. The presentation will give a brief introduction about the current state of ResearchTech, highlight relevant use cases, and talk about current and future implications for marketers and insight professionals.
Leveraging deep language models to predict advertising effectiveness
Christian Scheier
aimpower GmbH, Germany
While advertising testing has become more agile in the past few years, it still takes considerable time and effort to develop and deploy these tests, analyze results and derive key learnings from which to take actions.
This often means that tests are only conducted at the end of a creative development. Moreover, many of these tests lack clear predictive relationship with actual in-market results.
We show that by leveraging recent developments in deep language modelling, it becomes possible to predict actual sales results on just a single open-ended question respondents answer after having been exposed to the copy. Additional metrics then provide immediate insights into the reasons of a successful or failed concept. By implementing this solution as a SaaS platform, organizations for the first time have the opportunity to evaluate concepts / advertising assets along the entire development process, quickly iterating across versions to optimize ad effectiveness and thus sales.
The solution will be presented live with (anonymized) insights on how clients (FMCG Top3) actual use it and which results they achieved.
Opendata for better customer understanding
Christian Becker
FREESIXTYFIVE, Germany
Opendata is everywhere and companies need to keep pace with the accelerating speed of change challenging communication, products, services and the business model itself.
Research always helped to analyze data and provide solid insights for strategic planning.
FREESIXTYFIVE developed a SMART INTELLIGENCE framework to deliver interoperability throughout the research stack.
By delivering synchronized opendata we enrich structural research data with real-time insights. Thanks to this “hypercontexting” we are able to develop quick individual market maps and data training models across different industries. Smart Market Intelligence empowers customers to validate new markets, assess innovative product ideas or optimize their existing market activities through a better understanding of their customers and users.
The innovative framework will be illustrated with specific, real-world use cases, including the Gaming industry.
Advent of Emotion AI in Consumer Research
Lava Kumar
Entropik Tech, India
Emotion AI is adding 3As (Accuracy, Agility, and Actionability) to augment the traditional ways of consumer research. With more than 90% accuracy and computer-vision-based methods, Emotion Insights are making it easy for brands to humanize their media, digital, and shopper experiences. Thus, building a positive emotional connection with their customers and increase conversions.
Join Lava Kumar, CPO and Founder of Entropik Tech as he talks about:
• Introducing Emotion AI to Consumer Research
• Facial Coding, Eye Tracking, Voice AI, and Brainwave Mapping
• The 3As of Emotion AI: Accuracy, Agility, and Actionability
• Emotion AI in Media, Digital and Shopper Research
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