Unlock Deeper Customer Insights By Adding Behavioral Science to AI

In marketing research, discovering profound customer insights that drive successful decision-making is our ultimate goal.  However, this becomes increasingly difficult when our insights budgets have dried for the year.  Fortunately, a treasure trove of new, untapped consumer insights lies inside those old qualitative interviews, reports, and open ends sitting on the shelf in your cubicle, just waiting to be rediscovered. 

But here’s the problem. Finding these hidden human insights often requires a specialization in Behavioral Science to identify these artifacts, and analyzing unstructured text data using the necessary Behavior Science lens is impossible when we're stuck in meetings all day and don’t know where to start.

Who has the time or energy to re-analyze these old reports for fresh insights? Nobody! 

However, by fusing the powers of AI and Behavioral Science, we can unlock this hidden potential without manually rereading hours of interview transcripts or open-ends, hoping that something jumps out to us.

The Potential of Unstructured Data:

Did you know that a staggering 90% of business data is unstructured? It's a gold mine waiting to be discovered within those forgotten open-ended survey responses, qualitative interviews, and product reviews. Unfortunately, only 10% of this wealth of data is correctly analyzed for behavioral insights. We need to tap into this untapped potential, but this requires more than summarization tools like ChatGPT and others.  It requires adding Behavioral Science to AI.

Harnessing Behavioral Science and AI:

By harnessing the incredible synergy between AI and Behavioral Science, we can unearth new, previously overlooked insights from existing unstructured data. This is not just about utilizing cutting-edge natural language processing models; it's about training these models to specifically identify behavioral insights and the underlying psychology behind the answers people give you in these studies.

Integrating NLP (natural language processing) technology trained in Behavioral Science-based analysis empowers us to uncover the psychological factors that drive our customers. We can uncover deep psychological factors driving their buying decisions, such as their goals, motivations, decision-making approaches, and cognitive biases. This specialized lens allows us to guide our brands toward powerful, data-driven strategies without the need for extensive new research.

Benefits of Analyzing Your Unstructured Data in this Way:

Featuring AI-driven Behavioral Science analysis on your preexisting unstructured data offers numerous benefits for your business growth:

1. Time and Resource Savings: When you run your previous research through these models, you can say goodbye to unnecessary new and expensive research projects. AI-powered analysis of your unstructured data accelerates insight generation, minimizing costs and delivering newfound understanding faster.

2. Profound Customer Understanding: Traditional tools like ChatGPT, or any of the dozens of models sold today, fall short of finding psychological truths in qualitative data. Why?  Because these models were trained on massive data sets and how to summarize data without any guidance on what to look for in data to uncover behavioral insights.  Behavioral Science-equipped AI has been developed and trained for this work, thereby able to reveal the untapped depths of customer goals, motivations, tendencies, and cognitive biases.

3. More Impactful Messaging: Armed with the behavioral insights gathered from your customer data, you can use this to create highly personalized, engaging messaging that connects with your customers on a subconscious level because you are using the exact words that they use when describing what they want, and why they want it.

Choose the Right Supplier and Data Sources:

To fully leverage this potential, choose your supplier or consultant wisely. Don’t just give your data to a tech company that uses impressive buzzwords like “Generative AI.”  Partner with experts in marketing research who understand how the original data was collected and understand that throwing all the data into a model and seeing what comes out is the path to very misleading outputs and conclusions.  Place more weight on consultants with strong Behavioral Science research expertise and willing to tell you the pros and cons of using their behavioral model over others.  The success of adding Behavioral Science to AI is NOT in the AI technology, but rather the expertise around human behaviors.  Anyone can access dozens of AI models with the swipe of a credit card and tell you they are leaders in AI.

Net: Don't fall for big buzzwords and empty promises; ask them the tough questions and demand specific insights their AI model will uncover.

Unveiling Your Hidden Gold:

Imagine the potential locked within your existing data sets. Strategic customer insights buried deep within qualitative interviews are crucial to product expansion possibilities—valuable insights hidden in the dense collection of product reviews and service feedback. The answers to your questions lie therein, awaiting discovery.

Using Behavioral Science-based AI to re-analyze your previous research studies, you can uncover hidden gold to support your brand teams in Q4 at one-third the time and cost of new marketing research.