Using artificial intelligence (AI) as a moderator

During the interviews, Tellet tapped into a number of topics, asking a deeper question each time. Two of the topics are: What business questions require consumer insights, and then, how can AI help with this:

Business questions for customer or consumer insights

Various business questions requiring customer or consumer insights are discussed:

1. Reference is made to campaign-related questions, such as "How does the target audience rate this campaign?"
2. Questions related to customer and employee satisfaction are discussed, with specific focus on collaboration and team culture.
3. It is mentioned that some business questions within the organization are about the strength of the brand relative to the competition, and how customers perceive their experience with the company.

How can AI help?

Respondents are open to the idea that AI can help in gaining better consumer insights, although at this point they do not really have an idea of how AI could contribute to this. However, they do indicate that AI could potentially help in crafting better questions, leading to deeper insights. In addition, AI is seen as a potential tool for gaining consumer insights that contribute to a better understanding of customer loyalty and customer satisfaction. In particular, it is noted that AI can help gather qualitative insights for campaign development more efficiently, supporting human researchers and giving them more time to focus on determining value from the data collected. It is also indicated that AI can be used to analyze open-ended responses, identify themes and code responses, which can lead to a better understanding of consumer behavior and preferences.

Excerpts from a conversation:

Tellet:
"Do you have any idea how AI can contribute to getting better consumer insights and if so, how? 😊"

Submitted response:
"Especially in the analysis of open responses, to retrieve themes and to analyze open responses. Both written and apparently recorded messages."

Tellet:
"That sounds promising! Can you give an example of how AI might improve or speed up the analysis of open-ended responses in your work?"

Submitted response:
"That could be done by asking through, and where in the analysis especially by looking for themes and to categorize and code the answers."

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