This paper looks at AI-powered voice surveys as an alternative survey format for commercial research. Specifically, the paper is looking at whether this type of alternative format can be more effective at capturing a broader more inclusive spectrum of respondents, including disempowered members of society. To explore the effectiveness of the voice survey format, this research was conducted in an experimental two-by-two design, with the traditional online survey as the comparison. This paper documents the challenges of utilizing an AI-powered voice survey for research and determines what some of the benefits are of this alternative survey format.
Surveys are yesterday's insights technology. The future is about artificial intelligence and conversations with benefits for researchers, research buyers, consumers. In this presentation, we look at the technology, its application and the evidence to show why it is the future of our industry.
Gary Ellis, COO and co-Founder of Remesh, in this piece outlines key advantages of AI in market research resulting from work with a number of organisations facing the challenge if transitioning from traditional market research to modern representative intelligence; intelligence capable of engaging, understanding and authentically representing massive groups of stakeholders (customer, employees, citizens, etc.). Readers will learn how new capabilities in market research, such AI-powered tools, enable researchers to combine quantitative methods with qualitative research. Furthermore, the piece will deliver a better understanding of how AI can deliver insights in a digestible format in real time, uncover hidden truths and increase efficiency within and among organisations.
Gary Ellis, COO and co-Founder of Remesh, will delve into the importance of AI in market research, and how it is a valuable tool for drawing qualitative insights on a massive scale to better understand the masses and bring market research into the 21st century.
Managers often say that research is too sluggish, too expensive, inaccurate and vague. There is simply no time for it. Or they might add that a survey has no role to play in understanding what will come next - not even customers can predict the future. The decision to commission research often involves a mixture of rational and more emotional considerations. Managers increasingly see research as the best way to obtain information about their markets, clients and the future. What about the effectiveness of the tools used? Compared with the era of face-to-face research and more physical contact with the neighbour - our respondent - the business environment has become more complex, although there are also more sources of information and some very powerful analytical tools available. The increasing investments made in market research around the world are a good measure of the growing interest in what it can potentially deliver. Over the years - or so it seems - certain challenges have remained constant. For example, providers have to deal with an increasing non-response rate, which is now also a rapidly growing problem for online research. For the user there remains the task of constantly having to demonstrate the added value of research. In this issue of Research World, we talk to a number of clients about the benefit of research in a more general sense, as well as in terms of branding, growth and innovation.
This paper reports on a research study using a mental mapping technique, involving laddering interviews, which makes the link between perfume brands and the benefits derived from the purchase, and how these benefits in turn satisfy the purchaser's personal values. The research was carried out in the UK and Germany, among 24 respondents, and the paper discusses the findings in relation to managing the marketing mix across more than one market.
This paper will demonstrate the improvements to the user achieved by switching from centralised data-processing to decentralised processing, using Personal Computers.
This paper presents five examples to stimulate broader thinking of how to apply PCs to interviewing. The five examples include: (1) dynamically modifying the questionnaire during its administration; (2) providing respondents with feedback as part of the interview; (3) accessing databases during the interview;(4) adding interactive video to a questionnaire, and (5) developing interviews for group decision processes.
The purpose of this paper is to review the state-of-the-art in the use of hand-held computers for collecting research data. This may be done via interviewers or tied panellists; both approaches will be described and summaries of benefits provided, based on practical experience of cases in several countries. A review of major current applications will be presented, covering live and experimental work in USA, Australia and Europe.
Computerised DSS do provide the potential for better decisions to be made and for significant increases in management productivity. The degree to which this potential can be realised depends upon culture and organisation as much as upon computer technology. Practical experience gained by Effem Management Services Ltd in the implementation of Decision Support environments across many different industry sectors illustrates the benefits and pitfalls that await organisations that adopt a 'Decision Support' environment. This paper highlights the lessons learnt from implementing DSS, notes the principal benefits and problems associated with DSS and emphasises the fact that the computer technology is but half the solution to a successful Decision Support Environment.
This paper provides the reader with a short description of the methodological advantages of multinational telephone interviewing from a single location and in particular from a central telephone bank in Switzerland.
This paper details the findings of an empirical study designed to investigate just how powerful newspaper headlines might be in terms of: 1) communicating signals that allow the reader to identify the title, in the absence of any other, formal, identification cues, and 2) attracting potential readers. The paper reviews the achievements of three national daily newspapers in terms of their ability to speak with a clear, consistent, identifying accent - and discusses how key editorial and journalist personnel might benefit from such findings.