What business questions require consumer insights, and how can AI assist with them? Tellet conducted the interviews and posed an in-depth question for each topic. The business questions range from campaign evaluation to brand strength relative to competitors. Respondents are positive about AI, though they are not yet sure exactly how it contributes. They see the greatest opportunity in the analysis of open-ended responses: finding themes, categorising, and coding. You can read what they said here, and experience for yourself how a conversation with Tellet works.
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During the interviews, Tellet covered a number of topics, asking a follow-up question each time to dig deeper. Two of those topics were: which business questions call for consumer insights, and how can AI help with them?
Business questions that call for customer or consumer insights
Respondents talked about a range of business questions that call for customer or consumer insights:
- Campaign-related questions, such as “How does the target audience rate this campaign?”
- Questions about customer and employee satisfaction, with a particular focus on collaboration and team culture.
- Questions about how strong the brand is compared with competitors, and how customers experience the company.
How can AI help?
Respondents are open to the idea that AI can help them get better consumer insights, although at that point they didn’t yet have a clear picture of how. Some felt AI could help them write better questions, leading to deeper insights. AI was also seen as a potential tool for gathering insights that improve understanding of customer loyalty and satisfaction. In particular, respondents noted that AI could help collect qualitative input for campaign development more efficiently, supporting human researchers and freeing up their time to focus on what the data actually means. They also mentioned using AI to analyse open-ended responses, identify themes and code answers, leading to a better understanding of consumer behaviour and preferences.
Excerpts from a conversation:
Tellet:
“Do you have any ideas on how AI can contribute to gaining better consumer insights, and if so, how? 😊”
Spoken response:
“Mainly in the analysis of open-ended responses, to identify themes and to analyse open answers. Both written and, apparently, spoken messages.”
Tellet:
“That sounds promising! Can you give an example of how AI could improve or accelerate the analysis of open-ended responses in your work?”
Spoken response:
“That could be by asking follow-up questions, and in the analysis, specifically by searching for themes and by categorising and coding the responses.”
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