Technology has had a huge impact on market research, creating a new generation of faster and easier-to-use tools that help brands discover what...
Why AI: How machine learning enhances your consumer insights
Explore Kantar’s Expanding Portfolio of Artificial Intelligence and Machine Learning Capabilities
Technology has had a huge impact on market research, creating a new generation of faster and easier-to-use tools that help brands discover what consumers truly think, while drastically shortening the time between putting a survey in-field and retrieving valuable consumer feedback.
Deliverables that once took weeks can now be completed in as little as a few hours. Automation has also streamlined process by making survey research more repeatable – brands can get feedback on innovation concepts or test creative by inputting a few simple parameters into a templated online survey, rather than recreating the survey each time.
The combination of our technology and longstanding data collection can reduce your time and spend.
Using Machine Learning to create prediction algorithms allows us to better understand data that will enhance your brand's future.
Impact of technology on market research
AI is used in many Kantar offerings, including our Entertainment on Demand and ComTech business units, to help our marquee clients better anticipate consumer behavior and understand the propensity of customers to abandon their purchase decision.
The aim of the propensity model is to measure how likely consumers are to cancel or stick with a product that they had acquired. We can compare and contrast against their competitors to see how the client base is made up.
An additional benefit is the ability to manipulate sample size.
As a result, increasing the sample size significantly allows for further, more overarching, analysis. For example, what areas make ‘churners’ leave the brands.
Kantar’s data is longitudinal
We collect data from the same respondents every period and can track usage changes, satisfaction drivers, etc., over time.
This allows us to assess the accuracy of the model over time and retrain the AI to improve results.
Look at a scale of 0-100 on how likely the consumers are going to churn/remain loyal. It will be able to show the client how ‘healthy’/’unhealthy’ your base is and what proportion it makes up vs. your competitors.
Microsoft Customer Story-Kantar uses Azure Machine Learning to help streaming services drive market growth)
- Retail channel & Name
- Reasons for purchase
- Key Influences
- Marketing touch points
- Media recall
- retail experience
- Recommendation/net promoter score
- Experience factors
- Intention to purchase
- Brand imagery
- Decision factors
- Preferred features
- Drivers of loyalty
- Drivers of churn
...we train the model based on past behaviors and apply it to our current base.
On Kantar Marketplace: Link AI
Link AI uses machine learning to gain creative insights across larger sets of ads without having to worry about traditional cost-per-test expenses getting in the way.
A rapid go/no-go video content measurement solution that is designed for fast pace and high-volume ad development.
Kantar Marketplace is an automated market research platform designed for insights professionals, marketers and agencies who want to test, learn and move faster. It is the only market research platform with solutions that have been independently validated to predict sales and brand growth.
Learn more about Kantar Marketplace
Kantar’s AI solutions for creative measurement complement survey-based testing
Link AI is built from Link, the world’s largest normative advertising database
Market Research Platform | Kantar Marketplace
Behavioral and creative predictions
Eyesquare data across Kantar solutions contributed to the model set for behavioral predictions (metrics such as Skip Time and Interaction)
Virtual Reality & Eye Tracking
Link for digital and TV videos and Kantar surveys were used to train the machine for creative predictions.
- Metrics such as Power, Impact, Branding, Enjoyment, Persuasion, and Affinity
- ‘Action Likelihood’ is a composite metric of creative predictions that relates to a user behavior
- Link AI feature generation models are used to expand the breadth of ad features
Case Study: Digital Creative Intelligence for Unilever
Case Study: Link AI enabled creative effectiveness data from over 11,000 ads to be analyzed in a short period of time for Google
Improving an ad’s creative quality from “average” to “best” leads to 30% increase in ROI
Additional Case Studies:
Conversational AI for Brand Guidance taps into a part of our DNA which is all about telling stories
Our AI-powered bot dialogues are carefully designed:
- To let a person’s story about their experiences and preferences in a category unfold as naturally as possible
- Through a guided, exploratory one-on-one conversation on a messenger platform.
Firmly embedded in our understanding of people and how brands grow, we offer two AI-powered scaled bot solutions:
- Conversational AI for Imagery: Triggered by shifts related to brand imagery, geared to identify ways to own and grow specific brand benefits
- Conversational AI for Equity: Triggered by shifts in brand equity metrics, geared to identify opportunities to unlock growth
True business impact through AI-powered conversational design at scale
When combined with artificial intelligence, these stories:
- Directly inform your brand strategy by leveraging the right brand growth benefits.
- Sharpen, refresh, and amplify your brand articulation.
- Create more powerful brand communication that connects more deeply with people.on a deeper level.
- Reveal opportunities for growth, potentially also through innovation.
Through various ways, including Kantar’s proprietary methods and third-party relationships, the Advertising Insights platform collects and categorizes millions of ads in all markets across all media types.
Focus AI enables clients to generate data stories in just moments, highlighting key trends in ad spend shifts, but also and indicating what is likely attributed to the shifts in trends changes (ex: Executive Summary, Conclusions, Change Drivers).
It goes beyond just data reports, and sheds light on what is contributing to the changes and what advertisers should must pay attention to.
Insights drawn from Focus AI
Contextualize the key drivers of change at a macro level.
How do Advertiser/Brand Share of Voice rankings change over time?
Period over Period Changes:
Advertising activity at the Advertiser/Brand level impacting macro-level change in your custom-defined category
Advertising activity at the Media and Media Type levels impacting macro-level change
Advertising activity at the National and Local Media and Media Type levels impacting macro-level change
New and Existing Advertisers, Brands, Products & Creatives
New advertising influxes having an impact on current period spending
To learn more about the data stories you can create with Focus AI, please visit: https://info.kantarmedia.com/you-dont-need-data
Emerging Trends, the first cross-category search prediction tool
Consumer brands can apply Kantar’s Emerging Trends toolkit equipped with top of the line artificial intelligence and advanced analytics using:
- 18 years of search data
- Thousands of categories
- Close to two hundred markets
- Billions of data points
The approach is machine led yet human-guided based on Kantar’s understanding of global trend cycles.
Understand the market
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