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IPSOS

VIEWS

AI MEETS

CONSUMER

INSIGHTS

Welcome to the era of AICI

May 2022

Emma Huff

Allen Bonde

To help brands grapple with the volume of

consumer-generated data - and make better,

faster business decisions - a new breed of AI-

enabled consumer intelligence (AICI) solutions

have come on the scene. In 2020, Forrester

began covering this emerging market, and last

year published its first wave evaluation of the

top platform vendors, including Synthesio. Unlike

traditional social listening vendors, AICI platforms

harness data from multiple sources (social,

search, survey, and more) and apply advanced AI

and data-mining algorithms to uncover predictive

and prescriptive insights. Most critically, these

smart solutions operationalize AI, and extend its

value beyond just market research and customer

insights groups.

Now, product and innovation teams are

increasingly dependent on understanding

(in near real-time) consumers’ preferences

and motivations, how they are talking about

products and brands, and even broader trends

that are important to product development,

go-to-market, and brand equity strategies.

As brands need to get closer to the customer

and do so more efficiently by reconciling

redundancies in tools (like social listening, voice

of the customer, and text analytics),

1

many are

rethinking their approaches to gathering and

activating consumer insights – and the role of

social data as a whole.

2

Online conversations

from social media sites, blogs, and forums have

become critical sources of insight that provide

authentic, unprompted consumer feedback.

By consolidating around one insights platform

that blends “behavioral data with solicited

and unsolicited feedback,” as Joe Rice from

Twitter framed it last year, brands can use both

online and offline conversations to drive better

business decisions at scale.

3

Add in a push from

CEOs who now see artificial intelligence as the

most industry-impactful technology - according

to a recent Gartner survey - and we have the

latest spark for driving AICI into many more

organizations.

4

AICI platforms harness data from multiple sources

(social, search, survey, and more) and apply advanced

AI and data-mining algorithms to uncover predictive

and prescriptive insights. Most critically, these smart

solutions operationalize AI, and extend its value beyond

just market research and customer insights groups.

EXECUTIVE SUMMARY

Today’s demands for greater speed and agility have put more pressure than ever on marketers

and insights pros to not only keep up with consumer behavior but stay ahead of it. Add in the

need to make sense of online and offline data and the continuing march to democratize data

science, and we have the perfect storm in the world of consumer insights.

But advances in AI are changing the way brands gather and activate consumer insights - and the

role of social data as a whole. In this paper, we will explore how AI is bringing new solutions and

new insights to enterprises and challenging the status quo.

AI MEETS CONSUMER INSIGHTS | IPSOS VIEWS

IPSOS VIEWS | AI MEETS CONSUMER INSIGHTS

AICI SUPPORTS USERS IN A GROWING

NUMBER OF ROLES ACROSS BRAND,

INSIGHTS, AND PRODUCT TEAMS

According to Forrester, insights-driven businesses

with advanced capabilities are 8.5 times more likely

than their beginner counterparts to report annual

revenue growth of 20% or more (24% vs 3%).

8

AICI

helps brands on their journey to profitable growth

by providing its users with actionable insights

that lead to better business decisions – and

enables teams to move from reactive to predictive

decision-making. One Synthesio client at a major

alcoholic beverage company said, “[These insights]

ensure that our marketing strategy – and all of

our initiatives – are grounded in our consumers’

realities.” As AICI extends across the organization,

we see four primary users:

1. CONSUMER AND MARKET INSIGHTS

AICI complements traditional market research

techniques like surveys and customer interviews

by providing access to real-time data, online

signals, and predictive capabilities. It also

helps bust through blockers by reducing the

time it takes to get insights, improving data

quality, identifying market changes sooner. For

example, teams at global cosmetics manufacturer

L’Oréal use AI to analyze millions of online

conversations, images, and videos from over

3,500 sources. The aim is to spot emerging

trends before their competitors and provide

insights to their product innovation and digital

marketing teams to develop on-trend products

and messaging. To date, the system has spotted

700 – 800 trends that merited study by internal

teams. “The main idea is to make sure we can

detect before the competition the trends of

tomorrow” said Charles Besson, global social

insights and AI director at L’Oréal Group.

9

2. BRAND HEALTH AND MARCOMMS

These traditional social listening users need

a finger on the pulse of consumer sentiment

and trackable metrics so they can make quick

improvements to brand awareness initiatives,

PR efforts, campaigns, partnerships, and more.

AICI enables teams to embrace more data-driven

approaches to marketing. Danone, a multi-

national food products company and Synthesio

client, studied one of their target audiences –

yogurt eaters - using social data to identify key

preferences, interests, and hobbies. Oikos, a

Danone brand, incorporated the findings into their

campaigns and content marketing assets and

increased reach by 20% and engagement by 35%.

AI MEETS CONSUMER INSIGHTS | IPSOS VIEWS

IPSOS VIEWS | AI MEETS CONSUMER INSIGHTS

3. PRODUCT AND INNOVATION

As product teams are pushed to become more

customer-obsessed, they can make smarter

decisions about possible expansion opportunities

by understanding emerging consumer needs,

market share potential, and what competitor

signals may represent. Social data is a gold mine

of innovation opportunities – primarily because

“lead users” share their product hacks and

ideas online.

10

GSK partnered with Ipsos and

Synthesio to identify future innovation spaces in

the cold and flu management category. Applying

AI algorithms to over 340,000 online mentions

revealed unmet needs – and a wide range of user-

developed solutions like “blocked nose rollers”

and “antitussive cough stoppers.” James Sallows,

Global Head of Transformation & Capability at

GSK recently said, “The resourcefulness and

innovation of consumers is a key fuel to drive our

own innovation processes and this approach has

helped us understand how leveraging social data

can provide actionable, powerful insights on unmet

needs and innovation opportunities.”

4. CREATIVE AGENCIES

These teams can tap AICI to improve their clients’

brand awareness and boost ROI with better

audience targeting, more relevant campaigns,

and smarter sponsor/influencer partnerships.

Plus, it provides performance metrics that agency

teams can share with clients to prove their value.

McCann Dakar used this approach when helping

a mobile network operator client relaunch and

rebrand in a new market. By collecting and

analyzing thousands of online mentions related

to the consumers’ mobile plans, they identified

top pain points and the content types, formats,

imagery, and tones that resonated in the local

market. The insights resulted in a record-

breaking campaign; “The strength of our project

was in the combination of Synthesio’s social data

and cultural knowledge. This made it possible for

us to launch communications that everyone could

identify with,” said Petra Cvitkovic, Strategic

Planner at McCann Dakar.

Social data is a gold mine of innovation opportunities -

primarily because “lead users” share their product

hacks and ideas online.

Figure 2 AICI helps users move from reactive monitoring to proactive and predictive intelligence

• Track keywords and mentions

about specific companies, products,

campaigns or topics

• Owned by social marketing teams
• Reactive
• Gathers and analyses data from

a variety of social media sources

• Powers decisions beyond social

marketing teams

• Proactive
  • Cuts across online/offline data silos
  • Delivers insights at speed and scale

across enterprise with advanced

analytics and reporting

• Brings together platforms and services
• Predictive

SOCIAL

MONITORING

SOCIAL

LISTENING

AI-ENABLED

CONSUMER

INTELLIGENCE

AI MEETS CONSUMER INSIGHTS | IPSOS VIEWS

IPSOS VIEWS | AI MEETS CONSUMER INSIGHTS

PICK YOUR PATH TO AICI BASED ON

ORGANIZATIONAL MATURITY PLUS KEY USE CASES

How individual brands adopt and roll out AICI will depend on their focus, functional needs, and

ultimately, their current digital and data maturity.

13

Orienting your plan to where you are in the journey

towards better consumer intelligence is critical. Before making a software investment, consider which

path suits your organization’s resources and insights aspirations.

• Insights “Insourcers” lead the way with

data expertise and advanced use cases.

Among future-forward brands in sectors

like CPG, entertainment, finance, and high

tech, which have both the motivation to

apply data differently and the digital skills

to make it happen, we see the growth of

central data hubs as the driver for AICI. As

teams adapt self-service tools and export

insights far and wide, they are investing in

insights platforms and hungry to consume

services and tech add-ons via APIs. These

are the first movers, and firms to study

and learn from for those who aren’t yet

data wizards. They’re also more likely to

embrace emerging AICI use cases like

innovation sourcing and planning – and

using predictive models to anticipate

market trends.

• Insights “Outsourcers” are fast followers

with broader insights initiatives. Many

companies in consumer sectors like

automotive, insurance, and retail are

investing in corporate insights teams and

are looking to move quickly to catch up

to first movers. They are highly motivated

to become more data-driven and have

moved beyond traditional social listening

use cases like brand health and crisis

management to more proactive category

and trend research - yet are still building

out the digital skill sets to transform at

scale. These companies are looking to

providers like Ipsos and other agencies

to manage their consumer analytics and

serve up critical studies. On the tech side,

they are looking at APIs, but are more likely

to start with a hybrid AICI solution that

bundles services and tech.

• Insights “Integrators” will elevate social

or VoC programs to AICI. Most traditional

consumer goods, travel, and manufacturing

companies (and even agencies) have been

forced to “think digital” over the past two

years and will envision their AICI efforts

as an extension of these efforts. Often,

they have more basic data needs to help

them manage communications and track

campaigns and competitors - and are

focused on refreshing or connecting their

marketing-centric social listening programs

to other VoC or insights efforts – even while

testing the waters of full-on AICI. Many of

these firms need to focus on the business

case for AICI to sustain and scale up these

efforts.

AS AI GOES MAINSTREAM, HOW SHOULD

BRANDS PREPARE FOR THE FUTURE?

AICI will continue to reshape how brands incorporate consumer insights into everyday decision-making

and drive us towards a more complete, accurate, and predictive understanding of consumers. As Ipsos

recently noted, many companies have already accelerated their experimentation with more and new

sources of data and tools in search of higher productivity and consumer-centricity.

14

To take action and

unlock new growth opportunities in this next generation of consumer insights, brands should choose

a platform provider that meets their current and future state needs.

15

In summary, understanding

consumers in 2022 and beyond will require new (AI-powered) tools and new skills. The role of AI in

insights, marketing, and innovation is only going to expand, so teams need to prepare now to:

• Coordinate and consolidate efforts around

a single source of truth. Brands will

continue to move away from multiple social

listening, customer feedback, and VoC tools

towards a single insights platform that not

only reduces redundancy in tech spending

and employee work but also creates a tech

foundation they can build on over time. This

trend will only accelerate as current events

create more change and drive urgency for

brands to track behaviors, brand perceptions,

and reactions to social movements like

boycotts and protests. Brands moving to

AICI should look for a vendor that can ingest

multiple types of internal and external data

sources to create a central insights hub.

• Track emerging channels and data

sources needed to get the full picture

of consumers. As convergent channels

and hybrid experiences continue to blur

the lines between online and offline, siloed

approaches that center around a singular

source of data like social media or customer

surveys will no longer suffice. Tomorrow’s

platforms must support small and big data,

and natively apply machine learning to clean,

combine, analyze, and extract actionable

insights – while automating as many manual

steps as possible. For brands, this means

choosing a partner with a strong roadmap

for delivering AI/ML tools and enrichments

• and support for both machine learning

techniques like topic modeling

16

and custom

use-case focused frameworks.

• Choose a trusted partner that also brings

data science and social intelligence

expertise. 71% of CEOs said they expect

labor/skills shortages to disrupt their

business strategy within the next 12

months.

17

As brands struggle to find

qualified tech talent to support insights

initiatives, they’ll lean on partners to fill

gaps and support regional data collection

and applications. This is where hybrid

AICI providers will step in, to bring scale

and substance – something which is only

possible from integrated human-machine

teams.

AI MEETS CONSUMER INSIGHTS | IPSOS VIEWS

IPSOS VIEWS | AI MEETS CONSUMER INSIGHTS

12. Starita, L. “CEOs See Growth in 2021,

Marked by 3 Shifts”. Gartner, 19

May, 2021. https://www.gartner.com/

smarterwithgartner/ceos-see-growth-in-

2021-marked-by-3-shifts

13. Ipsos. “Harnessing the Power of Data”.
    2021. https://www.ipsos.com/en/

harnessing-power-data

14. Ipsos. “Harnessing the Power of Data”.
    2021. https://www.ipsos.com/en/

harnessing-power-data

15. Huff, E. “Choosing the Right AICI Platform”.

Synthesio, 3 February, 2022. https://www.

synthesio.com/blog/choosing-the-right-

aici-platform/

16. Huff, E. “Topic Modeling: A New Approach

to Spotting Consumer Insights”. Synthesio,

26 January, 2022. https://www.synthesio.

com/blog/topic-modeling-consumer-

insights/

17. Deloitte. “Winter 2022 Fortune/Deloitte

CEO Survey”. 2022. https://www2.deloitte.

com/us/en/pages/chief-executive-officer/

articles/ceo-survey.html

ABOUT SYNTHESIO

Synthesio, an Ipsos company, is a global leader in AI-enabled

Consumer Intelligence. Our hybrid offering provides companies,

brands, and agencies with the most complete, accurate, and predictive

picture of their markets and buyers. Our AICI platform, powered by

the most advanced natural language understanding and AI algorithms,

supports the broadest set of online and offline data sources and fully

leverages Ipsos’ award-winning analytical frameworks.

Synthesio was founded in 2006 and has offices in New York, Paris,

London, Singapore, and Brussels.

WWW.SYNTHESIO.COM

REFERENCES

1. Huff, E. “Social Listening 101: How To

Understand Consumers”. Synthesio, 18

November, 2021. https://www.synthesio.

com/blog/social-listening-101-how-to-

understand-consumers/

2. Miele, G. “Social Data Leads the Way

As Retailers and Brands Prepare for

Convergent Commerce”. Synthesio, 23

November, 2021. https://www.synthesio.

com/blog/social-listening-for-convergent-

commerce/

3. Rice, J. “The state of social intelligence:

2021 year in review”. Twitter Corporate

Blog, 14 December, 2021. https://blog.

twitter.com/en_us/topics/insights/2021/

the-state-of-social-intelligence-2021-

year-in-review

4. Gartner. “Gartner Survey Reveals Most

CEOs Anticipate an Economic Boom Rather

Than Stagnation Over the Next Two Years”.

11 May, 2021. https://www.gartner.com/

en/newsroom/press-releases/2021-05-

11-gartner-survey-reveals-most-ceos-

anticipate-an-economic-boom-rather-

than-stagnation-over-the-next-two-years

5. Huff, E. “Five Ways Artificial Intelligence

Supercharges Your Social Insights”. Ipsos,

29 March, 2022. https://www.ipsos.

com/en/five-ways-artificial-intelligence-

supercharge-your-social-insights

6. Kaulartz, S. “Unpacking Unknown

Unknowns”. The Social Intelligence Lab,

(n.d.). https://thesilab.com/unpacking-

unknown-unknowns/

7. Forrester. “New Tech: AI-Enabled

Consumer Intelligence Solutions,

Q2 2020”. 2020. https://www.

forrester.com/report/new-tech-ai-

enabled-consumer-intelligence-

solutions-q2-2020/RES160019?ref_

search=0_

8. Forrester. “Build An Insights-Driven

Business”. 2022. https://www.forrester.

com/report/build-an-insights-driven-

business/RES

9. Davis, D. “How L’Oréal uses AI to

stay ahead of its competition”.

Digital Commerce 360, 24 Feb, 2022.

https://www.digitalcommerce360.

com/2022/02/24/how-loreal-uses-ai-to-

stay-ahead-of-its-competition/

10. Ipsos. “Bigger innovations need bigger

data”. 2020. https://www.ipsos.com/en/

bigger-innovations-require-bigger-data

11. VentureBeat. “Report: 50% of execs report

improving customer data management is

top CX priority”. 24 October, 2021. https://

venturebeat.com/2021/10/24/report-50-

of-execs-report-improving-customer-data-

management-is-top-cx-priority/

IPSOS VIEWS | AI MEETS CONSUMER INSIGHTS AI MEETS CONSUMER INSIGHTS | IPSOS VIEWS