Course5's approach proposes to complement traditional ad-testing and provide insights support to the brand marketer through a simple online tool which uses AI to mine past data and pre-evaluate new creatives. The paper talks about how we can use AI to help address these business questions. It specifically demonstrates the use case of optimizing a creative by providing inputs to help improve its chances of success. This is done with insights related to branding, using Intel's 'past research data' and computer vision/audition algorithms and machine learning technologies in the Course5 Research Suite.
This paper shares the experience of a pilot set up by Intel and Ipsos to build an ongoing framework for instant insights that can aid different stakeholders to explore rapid activation with micro-targets, sitting within the company ecosystem and not as an external truth. This paper shares the journey of how we got there.
This paper shares the experience of a pilot set up by Intel and Ipsos to build an ongoing framework for instant insights that can aid different stakeholders to explore rapid activation with micro-targets, sitting within the company ecosystem and not as an external truth. This paper shares the journey of how we got there.
What is the role of quant and qual? Has it changed? Did methodology change? How? Did the quality of insight change? How much qual, how much quant? In the era of big & thick data, what impact do both have on collaboration, budgeting, timelines, insight presentation... Hear established global brands have their say and then raise your hand to have yours!
This case study identifies issues for global marketers to consider in addressing emerging markets like Indonesia, particularly relevant for categories where, while most intend to acquire, few see the need to act immediately. Intel spotted an incredible opportunity in tapping into the positive sentiment of owning a PC, while unlocking inertia and identifying barriers to PC purchase, and converted that sentiment into a tangible urgency for purchase. How Intel used locally relevant and often traditional themes to create appeal for modern day technology is highlighted in this presentation.
Since the publication of Daniel Kahneman's Thinking Fast and Slow in 2012, there has been an explosion of interest in System 1 versus System 2 thinking and its applications to research, marketing and public policy. But - what if we have it wrong? In collaboration with academic partners in behavioral and cognitive neuroscience, we have crystallized the latest science into a new understanding of human experience and decision making. The proposed model disrupts the myths that have grown out of the prior generation of science, and addresses some of the most important marketing questions of today like: What causes effective marketing disruption? We will share this model and results from our research on how disruptive marketing and design influences adaptive decision making and changes behavior.
Since the publication of Daniel Kahneman's Thinking Fast and Slow in 2012, there has been an explosion of interest in System 1 versus System 2 thinking and its applications to research, marketing and public policy. But - what if we have it wrong? In collaboration with academic partners in behavioral and cognitive neuroscience, we have crystallized the latest science into a new understanding of human experience and decision making. The proposed model disrupts the myths that have grown out of the prior generation of science, and addresses some of the most important marketing questions of today like: What causes effective marketing disruption? We will share this model and results from our research on how disruptive marketing and design influences adaptive decision making and changes behavior.