Amit Sachdeva

More from our series of analytic highlights of May! Let me know what you think!

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Ever wonder why some brands can charge a premium while others get commoditized? Our new Blueprint for Brand Growth report sheds light on just that. Our analysis of 6.5 billion attitudinal and shopper data points found that brands that reach “meaningfully different” status, addressing a spectrum of practical and emotional needs in unique ways that competitors don't, have much greater pricing power, higher brand equity and much faster growth. Learn more about how brands can extend their identity and become more differentiated in this @MediaPost article: https://lnkd.in/gHRSmHgw

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Last week, we published results from a gen AI synthetic data experiment we ran. We used gen AI synthetic respondents to quantify preference for different movies at the box office. We compared those preferences to the actual domestic box office sales, which we considered a "ground truth" for underlying preference. We hypothesized that the synthetic respondents would accurately capture movie preferences when the model has those preferences baked into its training data with the inclusion of social media posts and articles about the movies. But we hypothesized that the synthetic respondents would not be effective to tell us preferences for movies the AI model was not aware of yet. Methodology Like good data scientists, we designed our experiment to have a train, validate, and test component. We used movies from 2018 as a pseudo "train" dataset. We refined our prompts, synthetic sample plan, and pipeline for 2018. When that worked accurately, we then used movies from 2019 as our "validation" dataset to verify our process for 2019. Lastly, we applied the same process to 2023. (We skipped movie years 2020-2022 because of the impact of the pandemic on the movie industry.) 2023 is important, because we had AI models that were trained up until Sept 2022. Results 1. We accurately quantified 2018 and 2019 movie preferences. This means our synthetic data generation process worked. 2. We could not accurately predict 2023 movie preferences. This is further exacerbated if we remove sequels from the 2023 movie list (the model knows sequels do well, but that's not exactly enlightening, as movie execs already know that and pump out sequels every year). Implications The gen AI synthetic data process can work effectively as a layer on top of social media analysis. However, that did not extend to making predictions about the future. Of course, there are many ways to create synthetic respondents. But we used the same process to accurately predict movies that the AI model already knew about and other movies it didn't know about and it performed far worse for forecasts compared to backcasts. Dig Insights Upsiide

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Brands are still in the midst of figuring out how to best integrate #AI into their day to day business. In this @Business Reporter article, my colleague @Eda Cetinok dives into Ipsos’ GET.AI framework that helps organizations prepare for AI adoption. Check it out: https://lnkd.in/gdDAVKW5

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Level up your research game with our ultimate guide, "Everything You Need to Know About Quantitative Research." Uncover the secrets to crafting killer research questions, automating like a pro, and nailing data quality. Get ready to revolutionize your quantitative research - grab your copy now: https://bit.ly/4aPQE1k #MarketResearch #QuantitativeResearch #DataInsights #ResearchTips

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Level up your research game with our ultimate guide, "Everything You Need to Know About Quantitative Research." Uncover the secrets to crafting killer research questions, automating like a pro, and nailing data quality. Get ready to revolutionize your quantitative research - grab your copy now: https://bit.ly/4cbdX6O #MarketResearch #QuantitativeResearch #DataInsights #ResearchTips

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Stop by #iiex and say hi to Ollie Zimmermann. He will be hosting sessions on  "Causal Methods in Research and Media"!! #customerinsights #research #causalmethods

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Losing survey respondent interest early on can have serious consequences, impacting the quality of responses. One of the worst things a market researcher can do is bore a survey taker, potentially leading to false conclusions. To keep them engaged, consider these tips: - Inform them of the number of questions upfront - Maintain a format that is straightforward but not overly simplistic (avoid true/false & yes/no) - Share the results with them; everyone appreciates seeing their POV! Remember, if you offer an incentive, clearly tell them! Keeping respondents engaged is key to obtaining valuable insights. #MarketResearch #SurveyTips

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Thanks to Marchela Roca, Arti Narayanan, Carolina Roualdes, Stacey Ramskov, and the entire AR, exec, and ops team at Tableau for a great #TC24. I learned a lot, saw incredible enthusiasm from its customer base, and had many great conversations with product leads and customers. I'll have a full writeup in a few days, but here are a few quick takeaways: 1) Tableau has a dedicated and loyal base of users whose influence cannot be denied 2) Tableau is taking a thoughtful and measured approach to incorporating new tech, which may frustrate users and outside observers, but this strategy is prudent, as negative first impressions to half-baked feature implementations are often hard to overcome. 3) Tableau is embracing a more open technology ecosystem, and is focused on providing insights within the flow of work, even if it is not within a Tableau or Salesforce app. 4) Tableau is working on demonstrating overall value to its customers and prospects, which it will need to amplify, particularly as other competitors try to compete on licensing fees (which do not necessarily reflect TCO). As the Johnny Carson bumpers used to say, more to come... Photo caption: Iron Viz audience voting!

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This article has great suggestions on how to incentivize respondents and increase response rate. Virtual Incentives

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Branded podcasts can be an effective way to build engagement with your customers (or potential customers), and we've got the data to back that up! Click through to have our free 2024 Benchmark Report on Branded Podcasts sent to you and find out what we've seen makes an effective branded podcast!

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It's been one week since the Analytics & Insights Summit hosted by Sawtooth Software, and I'm still savoring all that I learned and the new contacts I made. Curious about some of the take-aways? Take a look at this short piece I wrote to summarize the event. Enjoy! TRC Insights #marketresearch #analytics #insights

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Segmentations can be a powerful way of understanding our markets. Enter Visible... our AI tool that takes segmentations to the next level by bringing them to life and illuminating the future. One of the most exciting tools I've worked with!

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I wasn't able to justify the trip over to Dallas for this conference, but as ever with Quirk's Media it looks like they put on a good show. This article details four main take-outs that you might be interested in, if you are leader in a market research and insight agency. And in the meantime, I will be at Quirks London on the 8th and 9th May...huzzah! If you are going, and need someone to chat to or stand alongside, as you manage your conference networking nerves, then let me know - I'd love to catch up! #mrx #insights #marketresearch #marketingresearch

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Today I had the joy of moderating a panel discussion on navigating a layoff. Key Takeaways: * Don't let a layoff define you! * Own your gap: Organize yourself daily, upskill, and leave room for flexibility. * Manage your emotions: Refill your cup before hitting the pavement. * ATS is not rejecting you: Job posters create screening qualifications. * Be yourself in an interview: Don't try to be who you think they want. * You can pivot at any age. * Tell your story. A big thank you to the amazing panelists who shared their expertise: * Sue Norelle Bortone, Founder Noble Talent Group * Joi Patrick, SVP Director, HR MRM Detroit * Morgan Williams, Founder MW HR Consulting And to the other presenters: * Donna Serdula  Founder and President Vision Board Media & LinkedIn-Makeover. com * Hillary Black, MSW, CEC MSW, Certified Executive Coach + SVP, Creative, and Marketing Solomon Page * Nadia McDowell Director, East Coast Membership Community & Programs, She Runs It Special thanks to my fellow She Runs It Ambassadors Darlene Murillo-Middlebrooks, Renee Martin, Rachel Conforti, Latoya Limage for growing an idea into an insightful event. If you're navigating a layoff and I can help in any way, please reach out. #SheNavigates #SheRunsIt #WomenSupportingWomen #leadership #jobsearch #marketing

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This shows the trade off between realism and diversity in image models, a very important ethical topic to study. If this generalizes to LLMs, it is additional evidence that gen AI synthetic data will perpetuate inherent bias in the models. The world is _very_ diverse (and real). But the training data that goes into the models is not nearly as diverse. This is a big issue. Until the internet is equal access across cultural groups, this could continue to be a problem. Realism in image models is different than realism in language models, but it’s been demonstrated over and over that language models have a bias towards the Western cultures that make up the primary user base. The current capabilities of LLMs do not support realistic writing in the voice of diverse cultures. It’s an analogous issue. This is a solvable problem with higher and higher quality and quantity of diverse original content, but that is so far proving very difficult to find. The full article is here https://lnkd.in/guKg9vw7 Dig Insights Upsiide

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