Smart Data & Analytics
The “briefing questions for unstructured data” were published by ESOMAR recently, and not a moment too soon. This comprehensive work includes 26 questions and has taken a year to complete, from inception to publication....
What are the opportunities and practical applications of AI in research and insights?
There’s a relatively simple formula which describes “weak” or “narrow” artificial intelligence: AI = ML+TD+HITL. To be more specific, this is the definition of supervised machine learning, which is the most common method to produce...
Marrying the Old with the New: Inspiration not perspiration
The adaption of digital tools has continued apace over the past 10 years. Mobile ethnographies and online communities (MROCs) for example are part of the proven mainstream in many mature markets, as is Social Media...
Bias as a benchmark – the unlimited dimensions of AI in brand positioning
Jonathan Mall, CEO and founder of Neuro Flash, explains why big data and AI will dominate research and marketing in the near future....
New directions for open-end analysis
Market researchers rarely miss an opportunity to include open-ended questions in their surveys, allowing as they do for extensive and unbiased feedback. But human language is unstructured and messy by nature, so coding open-ended answers...
Applying AI to create a market research solution that works
In 2014 – which seems a lifetime ago now! – I was a consultant, helping the world’s largest companies launch new products in markets across the world. But one issue kept cropping up, and I...