This time, it will not be the AI winters we saw in the 1970s and 1990s, but a human winter, where the very relevance of human effort is being called into question. There is an irony inherent in this- developments in AI started to gain a strong momentum when an approach, modelled on the workings of the human brain, was adopted. This is now expected to make us obsolete! Further, as the discourse about the need for us to change and adapt to the new reality continues to gain momentum, I want to make the case that it is not so much by changing, but by staying true to what makes us human, that we will ride the AI wave; in fact, the success or failure of AI will depend on how human we remain.
Let's turn innovation thinking on its head by introducing a new framework which showcases how military intelligence, social actuarialism, dynamic consumer ecosystems and cobra venom come together to define the rules of successful headwind navigation.
Get ready for the future!As each of us has experienced in all parts of the globe, it's clear that after COVID-19 there will be no going back, for both consumers and companies, and more broadly, as society as a whole. Quite the opposite, we will see a changed consumer mindset, with both consumers and brands sailing towards the future in unchartered, complex waters.This demands that companies future-proof their strategies with a brand new set of skills and tools. For this reason, 17 Countries and insight agencies from all around the world, spearheaded by Beyond Research Italy, have joined forces to offer you global guidelines to empower your brand. We have identified and bring to you 7 trends that will represent your fundamental dashboard to navigate the times ahead.
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.
In medieval times people sought a universal elixir. They failed, just as modern insighters fail if we proselytise one approach is the future. We search for truth through data but history tells us there is no universal solution.Rather, we believe research, tech, insight entrepreneurs and intrapreneurs should join forces to unlock new truths and create a stronger ecosystem - where each collaborates to create a whole that is greater than the sum of its parts.
The world is in turmoil. Hyperbole or reality? As we look back on 2017, it is difficult to characterise the state of things as anything but turmoiland experts interviewed in this issue would agree. But, if this is the case, what then is the role of insights and evidence in this new world? In many instances, it would seem that its role is diminishing, with leaders dismissing evidence-based news with which they disagree as fake news. For the Insights professional, all of this poses unique and significant challenges. Not only do we have to bring the human being into the centre of marketing, but we also have to work out where we fit into a new world of political, social and economic turmoil and change. We have to be highly inventive to truly represent the needs of people not only as consumers but as citizens. We need to be able to foresee and reflect the challenges of peoples everyday lives.
Automation and neuro-research are the two biggest waves in consumer research market ocean. In the nearest future, they will revolutionise the entire industry by merging into one huge tsunami- automated neuro-research- a process understandable and accessible to everyone. Can you image this?
This use case position "deep design" as being different from qualitative research, in the way it manifests design related output while also presenting a contrast with human-centred design in the way it uncovers eco-systems habitats, cultural norms, category discourse and religious values beyond 'user understanding'. We hope to show Deep Design not only informs the act of designing but also takes a step back to view design as a way of communicating a set of meanings and values that lie implicitly in our cultures. Only when design creation is approached with such depth will it truly be resonant and truly revolutionary.
Technological developments are creating new playgrounds for research automation. Evolutions in big data allow us to process massive amounts of data at an unforeseen speed, and the human brain is being surpassed by the rise of smart machine learning systems. What is Artificial Intelligence (AI) and how will impact our industry?