CASE STUDY: AI RESEARCH
Turbocharging Marketing with Precision and Speed
Challenge: Get Insight from Underutilised Data
A leading consumer organisation faced a typical challenge: they didn't have up to date consumer insights that marketing and brand teams could use.
There was too much reliance on expensive and slow traditional research methods which often get left in a drawer with some half- eaten polo mints - never being used to actually deliver ROI.
CLIENT OVERVIEW
Industry
A leading company in Healthcare and Consumer Goods with a global presence and footprint.
Products
Specialising in over-the-counter (OTC) consumer goods and specialty pharmaceuticals.
Market
One of the top providers in health and wellness particularly in the United States.
PROJECT OBJECTIVES
We were tasked with gathering information from previously unused consumer data across geographic markets and answering three key questions:
- WHY DID THE CONSUMER BUY THE PRODUCT?
- WHAT DID THEY LIKE?
- WHAT DID THEY DISLIKE?
OUR PROCESS
STEP 1: DATA EXTRACTION AND COLLECTION
STEP 2: DATA CLEANING AND SANITISATION
STEP 3: TRANSLATION
STEP 4: Classification Framework
A classification framework was built in conjunction with AI using a one-shot approach.
STEP 5: The Right AI Model Selection
The best, most appropriate, model was selected for this particular research project.
STEP 6: Analysis & Final Review
We ran each row of data through the selected AI model and then spot checked classifications.
RESULTS
64%
Of the time we understood WHY a customer bought the product.
RAPID INSIGHT
The client had insight from their chosen data sources in 4 weeks. Significantly quicker than traditional research and other forms of research.
QUALITY INSIGHT
Using these data sources and our approach we could understand why a consumer bought their products and what they liked/disliked.
UTILITY
The insights we taken and used immediately for SEO strategy, content strategy, content outputs, campaigns and imagery. Zero lost time between insight and action.
YOUR OPPORTUNITY
Unstructured data can be messy and has been hard to gain insight from.
Data + AI + Creativity = Insight that can be actioned immediately.
Want to chat about an insight challenge within your business?
INSIGHT ENQUIRY