Skip to content

Operationalizing a Hybrid Approach to AI

Moderated by All Things Insights’ Seth Adler, the session was part of TMRE Continued, which featured themed sessions including the AI for Insights & Analytics Summit Continued on December 5.

While AI can automate data collection, analysis, and interpretation processes to uncover valuable insights at scale, that’s easier said than done. Myriad issues such as corporate firewalls, dynamic yet disparate, mostly unproven solutions that fit your organization must be found, tested and implemented by the right combination of teams. The insights function of course stands to benefit from predictive modeling, sentiment analysis, and clustering for in-depth consumer understanding. The key is identifying opportunities for hybrid approaches that combine AI techniques with traditional research methods.

Speck notes, “Since TMRE, there actually has been a lot of activity. As you know, President Biden signed the executive order for responsible AI. Even in the EU, there has been voluntary code that’s set to come out. That’s going to have broader implications. These codes are essentially about intended use, informed consent, collaboration tools, making sure that there’s transparency, and you can show end to end how you’re using people’s data. There’s expectation that there’s going to be even more detailed and more defined regulations, and there’s more coming. If you work in AI, it’s an interesting time.”

“I think that people who are working in the market research and insights industry are trying to understand AI at the present. They’re trying to understand what these tools can do for them. And they’re trying to understand how they can use it in a privacy-safe way,” says Whitely. “The government is interested in ensuring that systems are free of bias, for example, so they’re not making decisions that might favor one group over another. They’re making sure that consumer data is protected. It’s a far-reaching order that I think will set a lot of efforts over the coming years as we see it come into fruition, taking it from these early stages to how these AI systems are being tested and evaluated.”

Let’s turn to the applicability to the particular businesses that we have, such as market research and health care. Where would you dive in?

Whitely observes, “A lot of these industries are still deciding where AI fits in the workflow. Some of the research companies that are utilizing it right now might use AI to do summaries of studies that they execute. I think we saw at the AI Congress that it’s necessary to include in these systems the evidence that’s kind of supporting that summary that the AI generates. If there’s a summary of what a certain consumer group might think, behind that, there might be some videotape interviews that the research companies did with the consumers that support that recommendation. Research companies know that it’s a possibility for generative AI to hallucinate, so they want to make sure that there’s evidence behind every analytical summary and recommendation that the AI might generate.”

The key being not to step over the line. What about that delicate balance in the healthcare field?

“We talked a lot about empathy as well, how important that was,” says Speck. “And actually, there has been a very interesting study that came from JAMA, the Journal of American Medicine, and they tested a chatbot to deliver follow-up notes and conversations. They tested physician driven notes, and they tested the chatbot notes. And guess what? The chatbot scored higher. Now I am shocked because I will say I was the first one to be skeptical about whether the chatbot can deliver empathetic notes. But what they found was the where the physicians had no time and were buried in paperwork, the chatbot was able to do 200 words. This recent evidence is showing that there might be some early positive hope that that AI can actually be empathetic.”

Does this prove to us that AI, the more human that we can be with it, the more we can get out of it? We can make doctors more human by adding AI. It’s still the human element though, that needs to oversee the process.

Whitely adds, “Testing out these tools of generative AI, we always keep in mind do we have good data behind it? Right now, as we’ve seen, a generative AI can tell you maybe five or six different customer segments that might be appropriate for a new product without any research input going into the system, but that’s not really talking to consumers. It’s not really gathering data. We want to make sure that kind of output is also super relevant for that case at hand. And with the case that Christina brought up, we want to make sure that using all the different data that comes up will bring about the best potential empathetic recommendation, for that case.”

Check out the full video from TMRE Continued as Christina Speck and Chris Whitely discuss hybrid approaches to insights and AI, and what the future might look like with this new capability.

Contributors

  • Seth Adler

    Seth Adler heads up All Things Insights & All Things Innovation. He has spent his career bringing people together around content. He has a dynamic background producing events, podcasts, video, and the written word.

  • Matt Kramer

    Matthew Kramer is the Digital Editor for All Things Insights & All Things Innovation. He has over 20 years of experience working in publishing and media companies, on a variety of business-to-business publications, websites and trade shows.

Related Content

Turning Data into Market Intelligence

When surveying a new market opportunity, the company’s market intelligence efforts come into play. This valuable data helps determine market segmentat…

Diving Deeper into Insights ROI

The third day of TMRE@Home, May 2, will demonstrate best practices involved in developing and positioning insights ROI. Fusing AI, data and analytics…

 
 

More Related Content

data science

Defining Governance to Deliver Data Benefits

Big data is here, it’s a growing trend and it’s not going away anytime soon. The rise of artificial intelligence and other technological developments…

data science

Turning Data into Market Intelligence

When surveying a new market opportunity, the company’s market intelligence efforts come into play. This valuable data helps determine market segmentat…

actionable insights

Diving Deeper into Insights ROI

The third day of TMRE@Home, May 2, will demonstrate best practices involved in developing and positioning insights ROI. Fusing AI, data and analytics…

data science

Blending Analytics & Insights

The second day of TMRE@Home, May 1, will demonstrate best practices involved in marrying analytics with insights. Insights from analytics can be an ev…

machine learning

Plugging into the Future With AI

TMRE@Home is going to be held virtually this year from April 30 to May 2, 2024, and it will feature several educational tracks for insights and market…

actionable insights

Building the Analytics & Insights Ecosystem

The recent TMRE Continued virtual event hosted a session, “Blending Analytics & Insights to Drive Business Outcomes.” Moderated by All Things Insights…

insights and analytics

New Frontiers for Capturing Consumer Sentiment

Kajoli Tankha, Senior Director, Consumer Marketing Insights, Microsoft, and David Evans, Senior Research Manager, Microsoft, held the session, “Captur…

data science

Finding the Right Machine Learning Formula

In “Machine Learning: Optimizing Ad Campaigns,” Michael Bagalman, Vice President, Business Intelligence and Data Science, STARZ, explored machine lear…

user generated content

Exploring User Community Perceptions of AI

Max Wartel, Director of Consumer Insights, Fandom, held an AI-related session at TMRE, which focused on the perceptions of AI in a user-generated comm…

consumer insights

Leading Insights Through Change

Elizabeth Oates, Vice President, Consumer Insights, Ulta Beauty, spoke at TMRE at two sessions: “Leading High-Performance Insights Teams Through Chang…

consumer insights

The Evolution of Building an Insights Team

Josh Goldfinch, Director Customer Insights, Verizon, participated in a panel at TMRE focused on “Building an Insights Function from the Ground Up.” Al…

media insights

Betting on Sports Consumer Engagement

In assessing the rise of sports streaming and betting, opportunities have come to light that might not have been considered five years ago. Content st…

consumer insights

Winning the Future of Fandom

All Things Insights’ Seth Adler recently connected with Christina Speck, former VP Corp. Strategy, Blue Cross & Blue Shield of Rhode Island, at this y…

DIY research

Zeroing in on DIY Research

All Things Insights’ Seth Adler recently connected with Bill Trovinger, Consumer Insights Dir., Pharmacy & Health, Albertson’s Companies. Adler and Tr…

omnichannel

Building Insights for the Home Consumer

All Things Insights’ Seth Adler recently caught up with Daniella Tsoncheva, Director Consumer Insights, The Home Depot. The retail market over the las…

Data Science & Analytics Strategy
data analytics

Reinventing the Data Relationship

The reinvention of the relationship between enterprise data science and business stakeholders is upon us. The focus is now on what the data can do for…

artificial intelligence

Unifying Data Analytics and Insights

To be human or not to be human? That is a relevant question in today’s technology-driven society, and one we posed when thinking about unifying data a…

insights strategy

Gaining Insights Leadership

The role of today’s Insights professional is evolving as Insights teams are increasingly pressured to connect data sources, surface consumer stories a…

home experience

Redefining the Home Experience

All Things Insights’ Seth Adler caught up with David Schliecker, Group VP, HGTV Insights and Strategy, Warner Bros. Discovery, at the Media Insights &…

consumer insights

Measuring OTA Programming

Television audience measurement is on the precipice of innovation due to the opportunity to leverage data from set top boxes, smart TV’s, and other so…

consumer insights

Collaboration Around The Consumer

The consumer is now in the driver’s seat, and James Petretti is no stranger to that fact. Success is not possible if the consumer is not buying into w…

consumer insights

Fan Insights

Thanks to the advent of social media and streaming services, the world of television today looks nothing like it did a few decades ago. All industries…

understanding the consumer

Path To Purchase Insights

Insights leaders are responsible for connecting all of the information gleaned from a multitude of different sources, and creating usable data that wi…

data translation

Translating Data Into Action

“Data is the new oil,” and it seems like everyone wants to get a piece. But what is it that most major companies are missing when it comes to harnessi…

consumer insights

Ripple Effects on Insights

For many of us the pandemic brought along with it a series of impactful changes that honestly, none of us could have predicted. Everything regarding w…

data analytics

Interpreting Data

Data isn’t just a set of numbers in a spreadsheet that sits there collecting digital dust. Michael Nevksi, the Director of Global Insights at Visa, no…

data analytics

Data Fluency

Data fluency and how it applies to an organization is essential for a business to thrive – according to Bob Bress, Vice President and Head of Data S…

inclusion

Representative Insights

A great story starts with a single word. From there, the story is subject to its characters, plots, and the conflict presented by the content, all of…

data analytics

Digestible Insights

Business founders and leaders are proud of their accomplishments and with good reason. They have led their operations, often for decades and through s…

consumer insights

Gen Z Insights

“Ultimately Gen Z demands a new media plan. The previous ways of thinking in terms of length being a precursor of the efficacy of advertising content…

insights strategy

Timely Insights

“May you live in interesting times.” We are all familiar with this curse (or blessing, depending on how you see it). Many of us even know it as Chines…

insights strategy

Insights Enablers

Over the past two and a half years, there “have been more DIY projects” thus “Insights teams are moving more to becoming consultants and enablers fro…

data analytics

Pandemic Analytics Insights

It is reported that after the pandemic that 50% more customers and teams will use Business Intelligence tools. “Adapting, moving online, and having a…

actionable insights

Data, Analytics, Insights & Action

If you watch June Dershewitz when she’s not looking, you might catch sight of her cape. She is a superhero in the world of data. Her goal is to make t…

inclusion

One Way To Insights ROI

“It’s not only a ‘feel good’ thing anymore. It is actually something that is reflected in profits.” DEI is a business issue. Once nice to have, the co…

data analytics

Insights On Outpacing Further Disruption

The axiom, ‘May you live in interesting times,’ is cited as both an expression as well as a curse. Its origin is foggy. For the past couple of decades…

user experience

UX Insights

Shilpi Sinha is not only speaking at TMRE but joining the pre-event Innovating Insights Workshop as a table co-host. Both the session on the agenda an…

data driven culture

Data Culture

Global society and business continues to shift from decisions informing data to data informing decisions. That is to say, for most of human history, a…

data science

Insights Resilience

Way back at the beginning of our modern almost apocalypse, there was one term used across the globe and up and down the organization- resilience. Faci…

data measurement

Measurement, Currency and Attribution

Keeping pace with innovation is always a challenge. The Media industry not only has to keep pace with that innovation, many players have offerings tha…

consumer

The Missing Link Between Data And Business

2022 has proven to be a year of change. While lingering reminders persist, the past two years are falling further and further back in the rear view mi…

consumer trends

The State of the Consumer (2022)

eBook by Remesh | 21 Apr 2022 About This Report 2021 has been a transformative year for every industry and organization in the world; from more perman…