How AI unlocks insight through its personal touch

Flood – 25 September 2024

Source https://www.linkedin.com/pulse/how-ai-unlocks-insight-through-its-personal-touch-floodpartners-rjpyf

Marketers, ad people, and researchers are obsessed with insights and rightly so. They're the gold that gives our work focus, and a good one can be the sharpest tool in your competitive arsenal. But let’s face it—big, juicy insights don’t just fall into your lap. They’re hard to find. It’s our business to help clients find them.

Insights are found in secret stuff people mostly keep locked inside. And they don’t hand them over easily. You’ve got to be smart. You’ve got to approach them carefully. Most importantly, you’ve got to engage them. If you’re not getting someone’s full attention, you can kiss that precious insight quest goodbye.

Engagement is everything. At Flood + Partners we see it as our superpower. We ditched the dreary, soul-sucking methods of traditional research a long time ago. Instead, we create surveys that are more lively conversation, less dreary interrogation. We design colourful, interactive experiences that respond to what people tell us, following their answers with smart, tailored questions. It’s a dance, not a drill.

With engaged responses, rich in emotion uncovering insights becomes possible. And now, we’ve got a new partner to help us get closer to people and be more deeply human. AI.

Our friendly AI interviewer is an absolute whiz at listening, processing vast chunks of survey data in real-time, and then instantly asking the kinds of follow-up questions we humans wish we could think of on the spot.

She’s also a conversational ace. She makes every survey feel personal, zigging and zagging through questions based on what each respondent says, taking engagement to new levels. And when people feel truly heard, they share more - feelings, thoughts, secrets.

It’s ironic, but true: AI is helping us engage with people more deeply than ever before. And, by further blurring the lines between qualitative and quantitative approaches, it is opening up an exciting new kind of holistic research.