Amazon, Facebook, and Apple already know it: Artificial Intelligence (AI) is here to stay and it will have a huge impact on our lives.
Will it also impact the market research industry? Of course! And instead of fearing the inevitable, we had better talk about all the opportunities. We already see examples popping up where AI machines help with research tasks like survey design, qualitative moderation, and data analysis. They will help us save time, which will allow us to focus on those parts of our jobs that are really of added value: understanding the business issues, crafting powerful consumer insights, and bringing those to life in front of managers.
But can AI do even more for us? Can it become a manager’s next best friend in day-to-day decision making?
A smart agent
What if every employee within an organisation could chat with a bot, a personal assistant who has answers to all their ‘consumer questions’? Through the AI-driven chatbot, employees could have direct access to all consumer research ever done. It would give them the right ‘answer’ anywhere, anytime and inspire them with new insights which it believes one might need during the day. And last but not least, it could also impersonate the consumer, giving an employee the chance to have a simulated ‘chat’ with their target consumer.
Starting from this dream, we created Galvin.
How does it work?
Galvin is connected to a database of all sustainable consumer insights/research from the past years within an organisation. By starting a conversation, one can ask Galvin to bring up consumer insights that are interesting for a specific query. Next, Galvin will use its AI power to search through the enormous database, create connections between different insights, and give relevant ‘answers’ to the question asked. It will not send the full PowerPoint report of a research study, but it will share ‘insights’ in a short, sharp, and visual way.
What can Galvin do for a decision maker?
We identified three ways in which Galvin can become the perfect ‘assistant’:
- Consumer meet-up
Have a chat with a consumer! Using predetermined consumer segments, Galvin impersonates a persona. Choose a persona, ask them to tell a bit more about their life, or ask them specific questions. It’s a simulated chat based on all the insights Galvin has about that segment. It feels like having a conversation with a real consumer.
- Consumer-centric-thinking coach
Galvin coaches employees to create a consumer-centric mindset, with daily fresh and new inspiration on the topics in which one is interested. A five-minute update with consumer news along with their morning coffee.
- Personal insights assistant
In a meeting and in urgent need of a specific insight? Galvin will provide you with the right insights anywhere, anytime. Galvin asks specific follow-up questions to be sure you get exactly the insights you need to make the best possible decision.
Maximising the impact of your insights
With AI assistants like Galvin, we enter a new era of consumer research usage. First of all, this will kill the typical PowerPoint reports. Instead of sharing these heavy documents via email, everyone inside the company can now have instant access to all consumer research via their mobile. But it’s more than just sharing. Tools like Galvin will bring the insights to life in a new, conversational way, giving employees the chance to really make consumer-centric decisions. All this will result in a stronger consumer connection in the hearts and minds of the employees, leading to better market decisions and a higher ROI of research dollars.