Dark side of insight: How traditional research glosses over real consumer behavior

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Traditional research has boundaries. It acts within the confines of social conventions of what is and isn’t proper. But, this means much of reality is lost in research. Maybe you don’t want to hear it – but you should. This is what social media qual can do. Finding insights without asking takes you into a hidden reality, sometimes shocking, other times mundane and happy.

Dark side of insight
Daniel Fazekas, Bakamo.Social
New but not
Tech

The Dark Side of Insight
Daniel Fazekas
Bakamo.Social

Dark side of insight
Daniel Fazekas, Bakamo.Social
New but not
Tech

Boundaries of Research
Serious ques;ons
Unspoken Truths & Taboos
Scien;ﬁc Environment
Narra;ve self-iden;ty

Dark side of insight
Daniel Fazekas, Bakamo.Social
New but not
Tech

Caﬀeine Pills
Use case:
Female Viagra

Dark side of insight
Daniel Fazekas, Bakamo.Social
New but not
Tech

French Elec@ons 2017

Dark side of insight
Daniel Fazekas, Bakamo.Social
New but not
Tech

French Elec@on 2017
12
Fake News
Reframed
Narratives
Needs
fueled by distrust, frustration, greed, anger,
disillusionment

Dark side of insight
Daniel Fazekas, Bakamo.Social
New but not
Tech

French Elec@ons 2017

Dark side of insight
Daniel Fazekas, Bakamo.Social
New but not
Tech

Real Love?
Fortepan.hu/ HÁMORI GYULA

Dark side of insight
Daniel Fazekas, Bakamo.Social
New but not
Tech

Synthe@c Diamonds

Dark side of insight
Daniel Fazekas, Bakamo.Social
New but not
Tech

Unexpected Ra@onaliza@ons
EVEN if I had the money
I would not want a ring
that expensive, someone
might decide they want
my ring and I could lose
a ﬁnger to some wacko.
(…)

Dark side of insight
Daniel Fazekas, Bakamo.Social
New but not
Tech

Thank You!

Web: Bakamosocial.com
TwiVer: @Bakamosocial
daniel.fazekas@bakamosocial.com

Dark side of insight
Daniel Fazekas, Bakamo.Social
New but not
Tech

Q & A
Daniel Fazekas
Bakamo.Social
Ray Poynter
The Future Place

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Join our panel of experts on NewMR as we explore: - Synthetic Data, what is it, and what are the issues and opportunities, what should we do next? - How should client insight teams be more efficient, more effective, and impactful in the rooms where the decisions are made? - What do experiments with avatars tell us about data collection, how should we conduct and interpret experiments, and what are the next steps? Access the recording to this webinar via NewMR.org/Play-Again

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Presented by Ray Poynter In this webinar, Ray Poynter provides a summary of the key trends that are shaping the world of insights. Addressing questions such as: - What is really happening in insights with AI? - What is happening in the field of Synthetic Data? - What is happening with data quality? - What forces outside market research are shaping insights? - What are the key skills that people should be developing? - What plans should you be making for 2024? To access the presentation recording, visit NewMR.org/Play-Again

The State of Insights – September 2023

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Learn how we can embrace Research Thinking to build skills, develop research capabilities and capacity, and demonstrate the power and value of human research professionals. Research Thinking can serve as a unifying concept that describes the strengths and capabilities that researchers have and how researchers add value, or what we can think of as a researcher’s superpowers. The recording of this presentation can be access via NewMR.org/Play-Again.

Research Thinking in the age of AI

Research Thinking in the age of AI

Research Thinking in the age of AI

How might AI impact Research and Insights over the next two years?

How might AI impact Research and Insights over the next two years?

How might AI impact Research and Insights over the next two years?

Presenter: Paul Watts, Director, Product Management at Forsta With the rapid adoption of AI technologies like ChatGPT into insight platforms, companies face the challenge of finding the right balance between harnessing the power of generative AI and navigating the well-documented pitfalls associated with a technology that is still in its infancy. In this session, Paul provides valuable insights on the potential benefits and downsides of this technology, and he will explore how a hybrid model can effectively leverage the strengths of both humans and technology. By embracing a human-centered approach, we showcase a compelling use case from the Forsta labs, demonstrating how insight professionals can effortlessly explore their datasets using natural-language questioning. Furthermore, we discuss the future implications of this technology and the exciting possibilities it holds for data exploration. To access the recording of this presentation, visit NewMR.org/Play-Again

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A few months ago, YouScan released Insights Copilot (https://youscan.io/insights-copilot/), the first on the market ChatGPT-powered tool for social media listening that allows you to ask any questions about the data and get answers supported by relevant examples. Alex Orap, YouScan’s Founder & Chief Growth Officer, shares practical examples of how Insights Copilot can be used for quick qualitative insights; what are some of the best practices, as well as current limitations, of using this new generative AI tool for the market and consumer research. The recording of this presentation can be access via NewMR.org/Play-Again.

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Presented by Karine Pepin. An enormous amount of time and resources are devoted to improving data quality in survey research. The quality of open-ended responses has become a critical factor for researchers in evaluating the validity of each participant. Reading through open-ended responses is a time-consuming task that has been difficult to automate. While most tools are capable of identifying obviously inappropriate responses such as gibberish and profanity, they generally lack the ability to effectively assess the quality of the content. With its ability to understand context and user-friendliness, Generative AI opens up opportunities for researchers to automate this laborious cleaning process. During this session, you will be presented with a practical use case demonstrating how GPT was utilized to efficiently clean open-ended responses on a large scale. Access the presentation recording via NewMR.org/Play-Again

Using Generative AI to Assess the Quality of Open-Ended Responses in Surveys

Using Generative AI to Assess the Quality of Open-Ended Responses in Surveys

Using Generative AI to Assess the Quality of Open-Ended Responses in Surveys

Presented by Tim Brandwood and Damien Gouriet. Codeit have been involved in Verbatim Coding and Machine Learning for the last 7 years. In this presentation, they share their research on the use of Generative AI for coding market research verbatim responses, and their experiments using Generative AI to automate the coding process. They also discuss the strengths and limitations of this as a coding tool, the role of human oversight in the process, and the potential for customized machine learning models working alongside it. The highlights the importance of human expertise and the use of GPT as a labour-saving tool rather than a complete replacement for humans in the market research process. Access the presentation recording via NewMR.org/Play-Again.

Exploring the future of verbatim coding with ChatGPT

Exploring the future of verbatim coding with ChatGPT

Exploring the future of verbatim coding with ChatGPT

Presented by Phil Sutcliffe from Next Intelligence. Open-ended answers in surveys can be disappointing, failing to deliver the insight that researchers hope for. Often the answers given are descriptive at best and uninformative or complete gibberish at worst. The advent of large language models (LLM's) and generative AI has brought great opportunity to change this. We now have the capability to use AI to probe within quantitative surveys. With the correct training of the generative AI models, probes can be returned that are relevant to what the participant has just said and the context of the original open-ended question. Further enhancements allow the researcher to probe on specific aspects of the participant’s response, in a similar way to how a moderator would in a depth discussion. No longer do researchers need to be frustrated that quant surveys only provide the ‘what’, with AI probing, you can now understand the ‘why’ as well and do this at scale and speed. Access the presentation recording via NewMR.org/Play-Again

Using Generative AI to bring Qualitative Capabilities to Quantitative Surveys

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Hao, the Founder of HaoLifeLab, is an entrepreneur with over 10 years of experience specializing in integrating Digital, AI & Insight. In this presentation, he discusses how to embrace the AI/ChatGPT revolution. This session will cover the following topics, which have been presented to international companies such as L’Oreal, Alibaba, Bytedance, and Mars: – Hindsight: Learn to use established AI tools effectively – Insight: Understand AI’s impact on the insight industry – Foresight: Learn how to transform yourself and your company with AI Listen to the full presentation at NewMR.org/Play-Again

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MMR’s in-house tech innovation team NOVA, has been exploring, interpreting, and experimenting with emerging technology with a sole focus to uncover the kind of tech that will make a tangible difference to the quality and depth of insight. The presentation outlines the latest experimentations with practical application of AI and LLM’s: conversing with consumers at scale with chatbots, in-the-moment data capture with voice technology, unstructured data analysis, increasing survey engagement and improving data quality with AI avatars. Insights from case studies conducted alongside leading FMCG brands will highlight the advantages and limitations of these technologies, with a particular focus on product and packaging development and testing. Listen to the full presentation at NewMR.org/Play-Again.

Tech for tech’s sake? Learnings from experiments with AI in consumer research

Tech for tech’s sake? Learnings from experiments with AI in consumer research

Tech for tech’s sake? Learnings from experiments with AI in consumer research

Do you want to know how to find the meaning in a set of open-ended comments from your survey, from an online discussion, or from reports, articles and books? In this webinar, Ray Poynter, Co-Founder of NewMR and Word Cloud Plus, takes you step-by-step through a simple process for quickly finding the key messages in open-ended text. Ray uses Word Cloud Plus to jump-start his investigation and then leverages the easy-to-use coding function to extract the key messages in the data. To access this recording, visit NewMR.org/Play-Again. To find out more about Word Cloud Plus, visit https://wordcloudplus.com

Using Word Cloud Plus to Code Open Ended Text

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ChatGPT and Market Research: the first 100 days!

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Ray and Will Poynter have created Word Cloud Plus, a web app for producing word clouds. The key benefit of Word Cloud Plus is that it leverages the human brain to find and display better word clouds. Using Word Cloud Plus allows you to choose the right algorithm, choose the appropriate parameters, and configure the output. Check out these three examples below – or try it yourself by visiting the Word Cloud Plus website: www.wordcloudplus.com - "What is a word cloud, what are they are good for, and what they not good for?" – a discussion of what Word Clouds can and can’t do. Visit the website here: https://wordcloudplus.com/blog/what-is-a-word-cloud-what-are-they-are-good-for-and-what-they-not-good-for - "A letter to Santa from five countries analyzed using World Cloud Plus – a guest blog from Fastuna", using Word Cloud Plus to analyse some seasonal data. Visit the site here: https://wordcloudplus.com/blog/a-letter-to-santa-from-five-countries-analyzed-using-world-cloud-plus - "What makes a great presenter?", Analysis via Word Cloud Plus – an example of how to use Word Cloud Plus. Read more here: https://wordcloudplus.com/blog/what-makes-a-great-presenter-analysis-via-word-cloud-plus

Word Cloud Plus with Will and Ray Poynter

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This presentation by Adam Murphy forms part of the New Thinking in Insights - Asia Pacific Event hosted by NewMR.org. To listen to the recording, please access via NewMR.org/play-agan. Description: In today’s ‘need-answers-now’ corporate environment, many companies have become enamored with quick access to data, and slick MarTech solutions to make sense of their treasure trove of big data. Yet many c-suites are still underwhelmed with the influence that data is having on decision-making, and companies still struggle to be truly consumer-centric. What’s missing (or faded) in many companies is a “culture of curiosity”: we’ll briefly discuss six factors that can restore true, intentional curiosity and drive your curious people to apply science, intuition and an inquisitive mindset to unlock insight that impacts your growth.

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Research Thinking – Your career Superpower!

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This presentation by Ray Poynter forms part of the New Thinking in Insights - Asia Pacific Event hosted by NewMR.org. To listen to the recording, please access via NewMR.org/play-agan. Description: Predictions tend to go wrong and the recognised alternative is based on scenario thinking. In this presentation Ray Poynter highlights the key trends that are happening at the moment and develops an analysis of what the insights and market research outlook might offer.

Insights & Market Research in 2027 – Scenario Thinking

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We’re all familiar with analysing survey data in terms of key differences by demographics – profiling by age, gender, social grade, etc, can unlock plenty of rich and actionable information. And of course we can go further, profiling respondents by their attitudes and behaviours, for example, usually within a very specific category or thematic context. But often the real insight lies a bit deeper. Join us for a discussion around some of the psychographic techniques that we’re using to uncover a deeper sense of who our survey respondents really *are*, at the fundamental level of their ‘character’ and ‘personality’. You’ll see how this can sit at a largely subconscious level, but can have a huge impact on survey responses, often in a way that transcends other demographic factors. From archetype theory that helps to uncover hidden personas, to DISC modelling that helps to unlock core personality profiles, and VARK modelling to identify respondents’ preferred learning styles, at Boxclever we’re using our psychological toolkit to shine a light on what really drives consumer decision making, and provide a far richer view of your customers than you may have previously thought possible!

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Let’s face it, most surveys are boring. And the online survey experience hasn’t changed much in 20 years. Conversations are everything that surveys aren’t – engaging, two-way, emotional, often surprising and, dare I say it, insightful! So let’s make our surveys conversational – join us to learn how to create more engaging experiences for participants that lead to better data and stronger insight.

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ppt your views.ppt your views of your college in your eyes

ppt your views.ppt your views of your college in your eyes

ppt your views.ppt your views of your college in your eyes

This is a presentation by Dada Robert in a Your Skill Boost masterclass organised by the Excellence Foundation for South Sudan (EFSS) on Saturday, the 25th and Sunday, the 26th of May 2024. He discussed the concept of quality improvement, emphasizing its applicability to various aspects of life, including personal, project, and program improvements. He defined quality as doing the right thing at the right time in the right way to achieve the best possible results and discussed the concept of the "gap" between what we know and what we do, and how this gap represents the areas we need to improve. He explained the scientific approach to quality improvement, which involves systematic performance analysis, testing and learning, and implementing change ideas. He also highlighted the importance of client focus and a team approach to quality improvement.

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Introduction to Quality Improvement Essentials

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slides CapTechTalks Webinar May 2024 Alexander Perry.pptx

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Basic_QTL_Marker-assisted_Selection_Sourabh.ppt

Basic_QTL_Marker-assisted_Selection_Sourabh.ppt

Basic_QTL_Marker-assisted_Selection_Sourabh.ppt

ppt your views.ppt your views of your college in your eyes

ppt your views.ppt your views of your college in your eyes

ppt your views.ppt your views of your college in your eyes

Introduction to Quality Improvement Essentials

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Introduction to Quality Improvement Essentials

How to Manage Notification Preferences in the Odoo 17

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How to Manage Notification Preferences in the Odoo 17

Dark side of insight: How traditional research glosses over real consumer behavior

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10. Dark side of insight Daniel Fazekas, Bakamo.Social New but not Tech Thank You! Web: Bakamosocial.com TwiVer: @Bakamosocial daniel.fazekas@bakamosocial.com

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