Predictive insights is the ultimate application for AI in market research
Toluna’s country head Sej Patel looks to a future where consumer trends are known ahead of time.
Surprises aren’t generally considered a good thing in business. That’s why brands invest in market research – to test the reactions to new products or ideas before they’re released to the public.
Brands need to know what they’re up against at all times and must constantly monitor changing consumer sentiment in order to avoid surprises.
But imagine if a brand had the ability to not only monitor current consumer sentiment, but to predict future sentiment? Imagine if a brand could gather all the current consumer data available and filter it in a way that allowed them to see patterns and predict future trends? The advantages of this when it came to strategy and product development would be unfathomable.
