Trend Humanizing Data Now That Data-driven

Working and decision-making is the norm, in many companies and even in education, the counter-need automatically arises to use market research to bring back the people behind the data, in other words humanizing data. This is possible on the basis of specialized qualitative market research based on behavioral science. This is about understanding and mapping biases and perceptions.

Actions can change behavior

The starting point is that people are not fully aware of their behaviour, how they make a choice and how they feel about a brand. Behavior and the decision-making process can be identified, interpreted and analysed, using scientifically based models. Actions and strategies can then change behavior or perceptions. Think, for example, of increasing brand preference or converting interest into actually purchasing a product or service.

Insights that cannot be captured through data

Behavioral sciences form the basis of these qualitative studies. The client is an important factor in this as a discussion partner and source of inspiration. With the help of context mapping and contextual research, stories and events inspire the researcher to better understand the consumer and thus gain insights that cannot be captured through data.

Trend 5: AI continues at an accelerated pace

The scaling up of artificial intelligence within organizations is accelerating worldwide and AI has now also taken a prominent position in market research. Its added value is obvious. With Chief and VP of Training Email Lists AI it is possible to do analyzes fully or partially automatically. Think of analyzing customer feedback or via text analyzes and analyzing and positioning images for visual communication.

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Finding the target brand positioning

For example, the AI ​​tool iMatch helps to map the message of images and videos based on the social-psychological values ​​that consumers attach to them. The tool is therefore objective and reinforces the principle that an image often says more than a thousand words. The artificial intelligence of iMatch can recognize objects, people, emotions, colors and atmosphere. This makes it possible, for example, to map and tag a complete image bank, something that is impossible manually. On the basis of the tags, perfectly suitable images can be selected for expressions. For example, iMatch’s software also positions images from video commercials, which is valuable in finding images that match the intended brand positioning.

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