In today’s fast-paced information gathering environment, automatisation and efficiency are crucial to optimise resources and time. In the case of consumer market research, the application of Artificial Intelligence (AI) helps to reduce costs and the amount of time necessary to analyse large quantities of open-ended data.

Approach

SAM utilized a 3-stage AI process. During the initial learning stage, the AI was trained to understand language through data based on more than 400,000 questions, answered across 5 different languages on over 200 product categories. During stage 2, the AI reviewed consumer text comments to learn how to effectively categorize feedback. Finally, the AI examined the data to understand the context given.

Outcome

Textual AI supported SAM to drive efficiencies, deliver cost savings of up to 60% on open-ended data management and increase quality and consistency in a centralised manner.