Abstract:

In today's fast-paced, data-driven world, brands face the challenge of making sense of vast amounts of information to stay relevant and connected with their audiences. The integration of artificial intelligence (AI) into market research is not just a technological advancement?it's a paradigm shift. This article explores a groundbreaking study conducted by Fanta in partnership with MetrixLab-Toluna, where AI was leveraged to decode GenZ?s snacking culture. The outcome is not merely data-driven insights but a deeper, more actionable understanding of consumer behaviour that blends the best of AI and human intelligence. The impact of this study is profound: Fanta?s initiative to link its brand with authentic food moments is a strategic move that underscores the power of AI-enhanced research. This study demonstrates how AI can streamline the research process, making it faster and more efficient, while still requiring the critical thinking and contextual understanding that only human researchers can provide. The results of this project have the potential to transform Fanta?s marketing strategy, making it more aligned with the values and preferences of the GenZ demographic.