Audience Insight

It’s got to be outcomes-led. So the tools, the technology, the data layers that sit under that are secondary to the outcome,

translated from French We worked with our agency [company] on a predictive tool to optimise targeting. AI makes it possible to identify the customers most likely to buy products after a newsletter is sent.

Nous avons travaillé avec notre agence [company] sur un outil prédictif d’optimisation du ciblage. L’IA permet d’identifier les clients les plus susceptibles d’acheter des produits suite à l’envoi de newsletter.

Nine months. New CDP. New Campaign platform. …

translated from French On commercial performance, a first customer lifetime value (CLTV) model has been developed.

Concernant la performance commerciale, un premier modèle de customer life time value, la CLTV, a été développé.

It produces deep, granular metadata that would previously have taken weeks to generate manually. This capability unlocks entirely new analytics for our content, marketing and advertising teams.

A campaign that looked right in every briefing and every review went out and did nothing. The idea wasn’t the problem. The version of the market we planned for and the market we actually launched into were two different things.

We restructured our engine to be quite agile [..] Listening to the pulse of what’s happening in the data, working close to the business, and being able to go to market quickly

translated from Turkish Our goal is to build an agile structure that understands customer expectations at the earliest stage, reads trends correctly and puts these insights into action as quickly as possible.

Hedefimiz müşterinin beklentisini en erken aşamada anlayan, trendleri doğru okuyan ve bu içgörüleri en hızlı şekilde hayata geçirebilen çevik bir yapı kurmak.

That was just impossible for us to do before. You’d only be able to do it by looking for mentions of your brand and, as you know, it’s not that easy to look for text mentions.

Because the problem with digital signals is, it’s a lot. If you’re moderating a panel, for example, you could have 8, 10 people, you know, around the table, maximum, 15, 20. You know, we can handle that. …

translated from French We never treat social data in isolation. From the very first projects, notably in the air fryer category, we put a data-hybridisation approach in place.

Nous ne traitons jamais la donnée sociale de manière isolée. Dès les premières missions, notamment sur la catégorie air fryers, nous avons mis en place une logique d’hybridation des données.

we see it becoming focused on quick content production, a lot of volume of content, variety, quicker development, community listening, so we are integrating this into marketing teams more and more.

translated from French Facing the challenge of better understanding its teenage target audience, the [company] brand rolled out a semantic analysis on TikTok.

Face au défi de mieux comprendre sa cible adolescente, la marque [company] a déployé une analyse sémantique sur TikTok.

translated from Turkish It was stated that whereas previously only 5% of these calls were analysed, now 100% of calls can be analysed with AI.

eskiden bu çağrıların yalnızca yüzde5’i analiz edilirken, şimdi çağrıların yüzde100’ünün yapay zeka ile analiz edilebildiğini belirtildi

I was quite shocked when I first joined [company] to see that we had this huge search report of search terms, but it wasn’t really being mind that much and don’t get wrong.

We showed our tracker data, our analytics data. We basically said: ‘Here is what best in class loyalty schemes look like.’ Lots of customer videos, testimonials and the message was dropping very, very quickly

you get reports and you read it, but you don’t go out and talk to people, you don’t go to the homes [..] We’ve done a lot of customer immersion trips and days with our organisation

After running some pilots, we concluded that mental availability is now shaped within AI answers and that we had to take into account another metric.

translated from French While many brands are still flying blind on AI, we have turned intuition into reliable metrics.

Alors que beaucoup de marques naviguent encore à vue sur l’IA, nous avons transformé l’intuition en métriques fiables.

The most immediate and actionable focus, as we’ve seen search traffic decline, is on understanding and driving visibility across AI platforms.

We want to keep the control, ... but we need to learn a few new tools in order to keep the control as tight as we used to.

Gleichzeitig muss die neue Positionierung auf Social Media, im Möbelhaus und zunehmend auch in ChatGPT & Co. funktionieren.

At [company], we’ve chosen to work with synthetic agents - #AI personas built on solid research and real consumer insights we gather from our agency partners and global research sources.

“We think about synthetic research as a way to get to market quicker, get an answer quicker, take the guesswork out of what we’re planning to do or thinking of doing,” [speaker] said.

A senior stakeholder asked me a question in the morning. By end of day I had an answer grounded in real consumer data we'd already collected. No new study, no waiting.

The team found, for example, that while AI excelled at “surfacing observations”, it struggled to connect them to underlying human needs

[company] redefined its strategy by focusing on consumer motivations rather than demographics, reshaping its portfolio and brand clarity.

The hardest part of the moment now is that all this persona shifting that we’re working

translated from German It is important to us to keep expanding our understanding of the target audience and to complement it with outside perspectives

Uns ist es wichtig, unser Verständnis der Zielgruppe kontinuierlich zu erweitern und durch externe Perspektiven zu ergänzen

translated from German Even though we know our guests and prospective target segments, the system showed us concretely how differently this generation thinks, decides and travels

Auch wenn wir unsere Gäste und perspektivische Zielgruppensegmente kennen, so hat uns das System konkret aufgezeigt, wie unterschiedlich die Generation denkt, entscheidet und reist

We’ve been here almost 300 years, these things are a long-term gain. I’m just surprised how quickly we’ve managed to move the needle on some of those positive perceptions

At [company], we redesigned global brand tracking to move beyond measurement and turn it into a strategic decision-making tool.

The worst thing that can happen for a brand is to become irrelevant,” he says. “We have to be obsessed. I am obsessed with relevance. …

If I use a full-service agency and go into fieldwork for a couple of months, so much can change between briefing the project and getting the debrief.

It's clear that faster, cheaper and efficiency remain key demands, but the skills of insight professionals are still needed to ensure quality and rigour, with AI an enabler.