The Quirk's New York 2024 conference was a melting pot of innovative ideas and transformative insights, focusing on the evolving role of technology, particularly AI, in consumer research. Across two days of sessions, industry leaders shared their experiences and strategies for leveraging data and technology to drive business growth and deepen consumer understanding.
Embracing AI in Consumer Insights
AI has become ubiquitous in the realm of consumer insights, revolutionizing how businesses test and iterate ideas. The principle of "Fail Fast and Early" was highlighted, emphasizing the importance of using AI to swiftly gather feedback and foster innovation. Efficient idea management systems are crucial to avoid redundant testing and streamline processes, as demonstrated by Blackswan and Pepsi's pilot.
AI is not just a tool for businesses; it’s a bridge to consumers. Technologies are being utilized to better understand and engage with audiences. For instance, Coty and Getwhy showcased how they leverage AI to forge closer connections with consumers, providing deeper insights into consumer behavior and preferences.
Soupergirl’s Sara Polon and Behaviorally’s Michele McCorry took the stage to discuss the transformative role of AI in achieving packaging success. They highlighted how Behaviorally’s Pack.AI™ solution was instrumental in identifying opportunities to enhance Soupergirl’s brand equity and promote consumer engagement. By leveraging AI, they were able to strengthen visual assets and significantly improve shelf standout, showcasing the powerful impact of AI-driven insights on brand development. Contact us today for more information from the session!
AI’s Impact on Qualitative Research
Microsoft provided a compelling look at how AI can connect the dots and uncover themes in real-time during qualitative sessions. Coca-Cola highlighted AI’s role in accelerating new product innovation, while Gallo used AI as a moderator in 1:1 interviews, tailoring content to the audience and enhancing the respondent experience.
In a panel moderated by Studio, several marketers discussed the latest qualitative techniques. The consensus was clear: the post-COVID world has cemented the role of digital qualitative research. While some nuances of in-person interactions may be lost, the ability to gain insights directly from a consumer's environment, such as their pantry or home, adds invaluable context.
GLADYS, Behaviorally’s revolutionary digital qualitative platform, achieves precisely that. Utilizing advanced AI technology, GLADYS effectively converts and integrates behavioral qualitative data from packaging designs into an interactive and captivating experience for respondents. Even more importantly, it equips brand marketers with immediate insights, producing pertinent key themes within moments after each session regardless of location.
Proactive Insights and Strategic Integration
A significant theme was the industry's shift from being reactive to becoming proactive strategic partners. This involves moving from merely responding to requests to proactively bringing valuable insights to brands. Timing and tailoring insights to the needs of internal stakeholders were emphasized by leaders from Reckitt and Mondelez. Trends are only valuable when they can be integrated into meaningful strategies. As PepsiCo and Mondelez pointed out, a trend must make sense for the brand and be embedded into actionable strategies.
Mondelez also illustrated how social listening can serve as an early indicator of emerging trends. A standout example was the rapid launch of Kraft Heinz's "Ketchup and Seemingly Ranch" following a viral post from Taylor Swift with the caption, “eating a piece of chicken with ketchup and seemingly ranch dressing”. This case demonstrated the potential of social listening to swiftly influence product development and marketing strategies.
Bridging the Gaps and Fostering Empathy
A recurring theme was the need to bridge the gaps between consumer and shopper insights. Haleon, Nestle, and Microsoft discussed the importance of understanding the natural and behavioral flow of consumers, rather than focusing on isolated segments or categories. This holistic approach leads to a more human-centric understanding of the market.
At the heart of consumer research lies empathy and problem-solving. Understanding the audience's needs and pain points, and addressing real problems with a holistic view using multiple data sources, was highlighted as a core strategy for truly understanding consumers.
Conclusion
Quirk's NYC 2024 provided a wealth of actionable insights into the transformative power of AI and technology in consumer research. By embracing AI, fostering proactive insights, leveraging social listening, and emphasizing empathy and strategic integration, businesses can drive significant growth and deepen their connection with consumers. The future of consumer insights is here, and it is both exciting and promising.
Contact us today to learn more about how our AI product stack can help you own the most valuable moment in marketing: the purchase transaction.
THE AUTHOR
Peter Cloutier is Director of Growth & Commercial Strategy at Behaviorally, helping to bring marketers the solutions they need to grow conversion to purchase, both in-store and online. Peter brings decades of experience in uncovering actionable consumer and shopper insights, with prior leadership roles at firms including ChaseDesign, Epsilon’s Commerce Agency, and Catapult Marketing.
