Leveraging AI implicit testing, and integrated methodologies with Todd Kirby

In this episode of Now that’s Significant, hosted by Michael Howard, Head of Marketing at Infotools, the discussion features Todd Kirby, a seasoned marketing research and insights professional.

The episode explores the intersection of marketing research with AI, advanced research methodologies, and technology platforms, and how they can collectively transform the industry. Todd shares his insights on leveraging these tools to enhance advertising effectiveness and consumer connection.

Key takeaways from this episode

1. Integration of AI and Research: Todd emphasizes the transformative potential of AI when integrated with traditional and advanced market research methodologies. This integration can streamline processes, reduce costs, and enhance data quality, enabling more strategic decision-making.

2. Advanced Research Methods: The use of behavioral science, emotion-based measures, and implicit psychology at scale is now affordable and accessible. These methods provide deeper insights into consumer behavior, enhancing the impact of marketing strategies.

3. Importance of Platforms: The development of user-friendly technology platforms allows clients to access insights more efficiently. This technological advancement supports quicker decision-making and facilitates a closer connection between brands and consumers.

4. Bridging Silos for Success: Todd highlights the need for collaboration between creatives, marketers, and researchers to overcome biases and silos. By working together, the industry can achieve significant improvements in consumer insights and advertising effectiveness.

5. Future Opportunities in Market Research: Todd is optimistic about the future, predicting that consumer insights will become seamlessly integrated into strategic decision-making. Embracing new technologies and methodologies will be crucial for the industry's growth and success.

Don't miss out on more episodes of Now that’s Significant for further insights into market research and innovation. Tune in on major podcast platforms to stay informed about the latest trends and strategies in consumer insights.

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Infotools Harmoni is a fit-for-purpose market research analysis, visualization, and reporting platform that gives the world’s leading brands the tools they need to better understand their consumers, customers, organization, and market.

www.infotools.com

Established in 1990, we work with some of the world’s top brands around the world, including Coca-Cola, Orange, Samsung, and Mondelēz.

Our powerful cloud-based platform, Harmoni, is purpose-built for market research. From data processing to investigation, dashboards to collaboration, Harmoni is a true "data-to-decision-making" solution for in-house corporate insights teams and agencies.

While we don't facilitate market research surveys, provide sample, or collect data, we make it easy for market researchers to find and share compelling insights that go over-and-above what stakeholders want, inspiring them to act decisively.

One of the most powerful features of Harmoni is Discover, a time-tested, time-saving, and investigative approach to data analysis. Using automated analyses to reveal patterns and trends, Discover minimizes potential research bias by removing the need for requesting and manually analyzing scores of cumbersome crosstabs – often seeing what you can’t.

Discover helps you easily find what differentiates groups that matter to you, uncover what makes them unique, and deliver data points that are interesting, relevant, and statistically significant, plus see things others can’t. Add to all this an impending GenAI feature, and you have an extremely powerful, future-proofed tool.