The document discusses how AI and data science techniques can be used to gain insights from large, unstructured datasets. It presents examples of using natural language processing to analyze open-ended survey responses and image recognition algorithms to tag and analyze pictures provided by respondents. Combining these bottom-up analytical approaches with traditional top-down methods allows researchers to understand topics and themes that emerge organically from the data as well as examining predefined areas of interest.

1. The Beauty from the bo/om of the data lake
Léa Turquier and Benoit Hubert, Ipsos Social Intelligence AnalyAcs
The Future of AI
& Automation
The beauty from the bo.om of
the data lake
Léa Turquier and Benoit Hubert
Ipsos

2. The Beauty from the bo/om of the data lake
Léa Turquier and Benoit Hubert, Ipsos Social Intelligence AnalyAcs
The Future of AI
& Automation
Source : Callaghan InnovaAon, 2018
A.I IS MUCH
BROADER THAN
MARKET RESEARCH
… But many of the latest
technologies have
concrete and game-
changing usage cases for
MR

3. The Beauty from the bo/om of the data lake
Léa Turquier and Benoit Hubert, Ipsos Social Intelligence AnalyAcs
The Future of AI
& Automation
BOTTOM UP
TOPICS OF ORGANIC
CONVERSATION
UNSTRUCTURED DATA
PREDEFINED THEMES
TO LOOK FOR AND SIZE
PROJECTION ONTO
UNSTRUCTURED DATA
e.g. ConsumpAon
occasions
SPOTS AND SIZES
SPECIFIC
DIMENSIONS IN
THE DATA
BOTTOM UP AND TOP DOWN ALGORITHMS
2 WAYS TO CRAFT INSIGHTS
STRUCTURES AND
SIZES WHAT
CONVERSATIONS/
VISUALS ARE
ABOUT
TOP DOWN

4. The Beauty from the bo/om of the data lake
Léa Turquier and Benoit Hubert, Ipsos Social Intelligence AnalyAcs
The Future of AI
& Automation
TOP DOWN : FISHING BOTTOM UP : DEEP SEA DIVING
2 COMPLEMENTARY WAYS TO APPROACH THE DATA SET

5. The Beauty from the bo/om of the data lake
Léa Turquier and Benoit Hubert, Ipsos Social Intelligence AnalyAcs
The Future of AI
& Automation
INSIGHTS BASED ON HUMANIZED A.I
NO/LESS BIAIS
LARGE VOLUMES OF DATA
STRONG ANALYTICS
UNDERSTANDING OF THE BUSINESS QUESTION
COMMUNICATION
INTERPRETATION, INTUITION,
CULTURE
CATEGORY/CLIENT EXPERTISE

6. The Beauty from the bo/om of the data lake
Léa Turquier and Benoit Hubert, Ipsos Social Intelligence AnalyAcs
The Future of AI
& Automation
6
TOPICS IN THE
CORPUS ARE
EXTRACTED
AND
QUANTIFIED
MOST
RELEVANT
PHRASES ARE
SCORED BY
AFFINITY ON
EACH TOPIC
BOTTOM UP ALGORITHMS ON TEXT DATA
NLP AND LDA

7. The Beauty from the bo/om of the data lake
Léa Turquier and Benoit Hubert, Ipsos Social Intelligence AnalyAcs
The Future of AI
& Automation
7
AUTOMATED TAGS GENERATED BY
AN A.I-BASED ALGORITHM
indoor person table man young
kitchen food standing counter
holding restaurant wine cooking
ea7ng group living cake confidence
leisure
“a group of people standing around
a table”
LOGO DETECTION IN PICTURES
BOTTOM UP FOR PICTURE ANALYTICS
WHAT VISION COMPUTING CAN DO
Deep learning and A.I used to reveal the full potenXal of
pictures from surveys, ethnographies, diaries, social media
• Objects , e.g.“ cake“
• Environment and context, e.g. “Restaurant“
• Age and gender of people in the picture
• Brand logos
• Abstract noAons e.g.“confidence. Leisure“
And draU enAre sentences describing the pictures “ a group
of people standing around a table“
Algorithms can now spot….

8. The Beauty from the bo/om of the data lake
Léa Turquier and Benoit Hubert, Ipsos Social Intelligence AnalyAcs
The Future of AI
& Automation
© 2017 Ipsos. All rights reserved. Contains Ipsos' ConfidenAal and Proprietary informaAon and may not be disclosed or reproduced without the prior wri/en consent of Ipsos.
World Luxury Tracking
DEFINING WHAT LUXURY MEANS TO PEOPLE AROUND THE WORLD
Isabel Marant
CASE STUDY

9. The Beauty from the bo/om of the data lake
Léa Turquier and Benoit Hubert, Ipsos Social Intelligence AnalyAcs
The Future of AI
& Automation
REDESIGNING RESEARCH WITH FREE
EXPRESSION IN MIND
A powerful database
enriched over 10 years,
SemioAcs + Data science on open-ended
quesAons + Picture analyAcs allow
consumers to express themselves more
spontaneously… on 8 markets and 7000
interviews
THE STRENGTH
OF A HISTORICAL
TRACKER ACROSS 15
COUNTRIES…
… REVAMPED TO BE MORE
CONSUMER CENTRIC

10. The Beauty from the bo/om of the data lake
Léa Turquier and Benoit Hubert, Ipsos Social Intelligence AnalyAcs
The Future of AI
& Automation
Data Science
clustering the
different topics
with the greatest
affiniAes to quant
metrics
Collect data linked to each
open-ended quesXon
CollecAon of
VerbaAm
Regrouped into clusters of most
frequently associated words
Understanding
by comparing
THEIR OWN WORDS ON LUXURY
compared across country
compared between categories
1 2 3
The topic models or themaAc models are probabilisAc staAsAcal models whose purpose is to idenAfy the major themes that
structure a corpus of verbaAm. Our corpus is based on the answers to this open-ended quesAon :
Everything that comes to mind when you hear the word “luxury”
TOPIC MODELLING ON OPEN END VERBATIMS

11. The Beauty from the bo/om of the data lake
Léa Turquier and Benoit Hubert, Ipsos Social Intelligence AnalyAcs
The Future of AI
& Automation
Images are sent by respondents to illustrate
their answers
Their definiAon of luxury
Images are tagged through vision compuXng
algorithms
1
Data Science
All images tags are regrouped
into metatags creating semantic
clusters
2 3
Establishing visual and
semanXc cluster to understand consumers
values & imaginaries
Which symbols associated to the idea of luxury ?
Share a picture that illustrates what comes to mind when you hear the word “luxury”
THEIR OWN IMAGES ON LUXURY
PICTURE ANALYTICS TO EXPLORE THE EMOTIONAL
DIMENSIONS OF LUXURY

12. The Beauty from the bo/om of the data lake
Léa Turquier and Benoit Hubert, Ipsos Social Intelligence AnalyAcs
The Future of AI
& Automation
Beyond qual & quant
What is luxury ?
Distinction
Luxury is synonymous with
quality style,
unconventional cutting
edge innovations…
Man, USA, 35-44 yo
Differentiating. It
guarantees a certain
artisanal know how
Woman, Germany, 35-44 yo
Consuming luxury allows to
distinguish oneself
and is synonymous with
unconventional style and cutting
edge innovations.

13. The Beauty from the bo/om of the data lake
Léa Turquier and Benoit Hubert, Ipsos Social Intelligence AnalyAcs
The Future of AI
& Automation
Chanel - Dior – YSL - Thierry Mugler -
Givenchy - Nina Ricci - Hermès - Prada -
Gucci - Vuitton – Louboutin. Chaumet -
Audemar Piguet - Jaeger – Rolex -
Omega - Boucheron – Van Cleef &
Arpels » Woman, UK, 45-64 yo
IN THEIR WORDS, LUXURY IS
BRAND FIRST
#1
Iconic brands play a major role, they convey
an imagery that redefines the contours of
luxury. The profusion of brands quoted
underlines the multiplicity of identities,
signs and imageries referring to luxury
14%
YSL a logo a film a life a work
SUMMARY
VERBATIM

14. The Beauty from the bo/om of the data lake
Léa Turquier and Benoit Hubert, Ipsos Social Intelligence AnalyAcs
The Future of AI
& Automation
Traveling and learning new cultures is good health
Man, UK, 45-64 yo
EXOTIC PLACES AND LIFESTYLE
INTENSE FEELINGS
HARMONY AND INNER PEACE
Look up to the sky and praise God for this beautiful
creation, meditate on inner peace and world harmony,
practice reconciliation Man, KSA, 35-44 yo
THE IDEA TO “ESCAPE” STANDS OUT
10%
6%
7%
Buying the latest gadgets like iPhone 7 Having fun every
weekend and travel every few months just for fun
Woman, ITALY, 35-44 yo
#
#
#

15. The Beauty from the bo/om of the data lake
Léa Turquier and Benoit Hubert, Ipsos Social Intelligence AnalyAcs
The Future of AI
& Automation
VISUAL, EMOTIONAL EXPLORATION
What is luxury ? Their pictures

16. The Beauty from the bo/om of the data lake
Léa Turquier and Benoit Hubert, Ipsos Social Intelligence AnalyAcs
The Future of AI
& Automation
OCCASIONNAL
DIFFERENTIATION
EVERYDAY
EXCLUSIVE LIFESTYLE
SPECIAL EXPERIENCE
TO ESCAPE DAILY
ROUTINE
COMPARING CULTURES : A SURPRISE FROM GERMANY

17. The Beauty from the bo/om of the data lake
Léa Turquier and Benoit Hubert, Ipsos Social Intelligence AnalyAcs
The Future of AI
& Automation
0%
10%
20%
30%
40%
50%
60%
70%
80%
USA ME EU
COMPARING PICTURES ACROSS CULTURES

18. The Beauty from the bo/om of the data lake
Léa Turquier and Benoit Hubert, Ipsos Social Intelligence AnalyAcs
The Future of AI
& Automation
1# SPIRIT OF THE JOURNEY THEIR IMAGES

19. The Beauty from the bo/om of the data lake
Léa Turquier and Benoit Hubert, Ipsos Social Intelligence AnalyAcs
The Future of AI
& Automation
2# INTENSE EARTH RECONNECTION - SENSATIONS THEIR IMAGES

20. The Beauty from the bo/om of the data lake
Léa Turquier and Benoit Hubert, Ipsos Social Intelligence AnalyAcs
The Future of AI
& Automation
4# AQUATIC IMAGINARIES THEIR IMAGES

21. The Beauty from the bo/om of the data lake
Léa Turquier and Benoit Hubert, Ipsos Social Intelligence AnalyAcs
The Future of AI
& Automation
Thank You!
Léa Turquier
Global InnovaAon AcAvaAon Manager
Lea.Turquier@Ipsos.com
Benoit Hubert
Chief data science officer
Benoit.Hubert@Ipsos.com
IPSOS SOCIAL INTELLIGENCE ANALYTICS

22. The Beauty from the bo/om of the data lake
Léa Turquier and Benoit Hubert, Ipsos Social Intelligence AnalyAcs
The Future of AI
& Automation
Q & A
Ray Poynter
NewMR
Léa Turquier Benoit Hubert
Ipsos Social Intelligence AnalyXcs

23. The Beauty from the bo/om of the data lake
Léa Turquier and Benoit Hubert, Ipsos Social Intelligence AnalyAcs
The Future of AI
& Automation
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