Tellet is a tool for conducting detailed and bespoke interviews using AI. We have applied Tellet with our own clients to hear their thoughts on the use of AI for consumer insights.
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During the interviews, Tellet touched upon several topics, asking an in-depth question each time. Two of the topics are: for which business questions are consumer insights required, and subsequently, how can AI assist with this:
Business questions for customer or consumer insights
Various business questions for which customer or consumer insights are required are discussed:
- Reference is made to campaign-related questions, such as “How does the target audience evaluate this campaign?”
- Questions regarding customer and employee satisfaction are discussed, with a specific focus on collaboration and team culture.
- It is mentioned that some business questions within the organisation concern brand strength relative to the competition, and how customers experience their interaction with the company.
How can AI help?
Respondents are open to the idea that AI can help in obtaining better consumer insights, although at that stage they did not yet have a clear idea of how AI could contribute to this. However, it is indicated that AI could potentially assist in drafting better questions, which can lead to deeper insights. Additionally, AI is seen as a potential instrument for obtaining consumer insights that contribute to a better understanding of customer loyalty and satisfaction. In particular, it is noted that AI can help collect qualitative insights for campaign development more efficiently, supporting human researchers and giving them more time to focus on determining the value of the collected data. It is also indicated that AI can be deployed to analyse open-ended responses, identify themes, and code answers, which can lead to a better understanding of consumer behaviour and preferences.
Fragments of a conversation:
Tellet:
“Do you have an idea of how AI can contribute to obtaining better consumer insights and if so, how? 😊”
Spoken response:
“Mainly in the analysis of open-ended responses, to identify themes and to analyse open answers. Both written and, apparently, spoken messages as well.”
Tellet:
“That sounds promising! Can you give an example of how AI could improve or accelerate the analysis of open-ended responses in your work?”
Spoken response:
“That could be done by asking follow-up questions, and in the analysis mainly by searching for themes and categorising and coding the answers.”
Would you like to experience how Tellet works for yourself?
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