At the heart of isi’s transformation are three specific application areas that demonstrate how artificial intelligence is changing the work of market researchers – and how new added value can be created for customers. For example, questionnaire creation, previously a manual, experience-based task, will be supported by AI in the future.
The AI draws on existing studies, analyzes the effectiveness of individual questions, and automatically generates new questionnaires precisely tailored to target groups and product types. “These AI suggestions are then curated and adapted by our experienced employees – entirely in line with the human-in-the-loop AI excellence approach,” explains Robert Möslein, Managing Director of isi GmbH.
A second innovation relates to the interpretation of results. Artificial intelligence recognizes patterns, trends, and correlations and formulates hypotheses from them. It also helps project managers summarize results clearly and make them strategically usable.
The third application goes a step further: in the future, all study data from a client company will be intelligently linked and, if required, enriched with data from observing predefined external sources, such as social media. This allows client companies not only to perform retrospective meta-analyses but also to question new product ideas using enriched existing data proactively. The AI recognizes patterns and trends in this vast pool of data, thereby becoming a strategic ally for product development and market positioning.
In the future, isi could also use AI to analyze video recordings from sensory tests. “We do not see AI as a replacement for our expertise, but as an amplifier,” emphasizes Joachim Haag, Managing Director of isi GmbH. “The AI reliably recognizes patterns in the facial expressions or gestures of test subjects and can analyze large amounts of data quickly and without fatigue. Our customers benefit directly from this.”
Our customers benefit from AI, which now enables us to process even larger volumes of data reliably – faster, more precisely, and more proactively. This makes the knowledge base accumulated over 30 years of market research accessible at the touch of a button.”
Robert Möslein
Managing Director, isi GmbH
The basis for isi’s AI applications is the harmonization of all existing data in collaboration with our AI team. In addition, a generic and scalable platform with customer-specific data pools, the so-called Sensory Learning Lakes, is being created. This not only lays the foundation for the three previously identified AI application areas but also optimally equips isi to implement further ideas.
Beyond the technical aspects, the two partner companies are paying close attention to the organizational and cultural impacts of the transformation. “Roles are changing, competencies are being rethought, agile project work is replacing classic responsibilities – these aspects must be considered from the outset so that employees accept the innovations and work with them,” adds our colleague and expert for organizational development, Ralf Mackowiak. For this reason, isi will roll out its new AI models iteratively. With each AI innovation, the effects on the organization are examined in detail, discussed, and necessary changes are anchored. This ensures that the market research institute, founded in 1995, fosters beneficial complementarity between artificial and human intelligence.
AI Discovery Call
Would you like to explore how you can use AI effectively in your company? In our free AI Discovery Call for decision-makers and project managers, you will receive structured stimulus and concrete application areas for your company. Let’s talk!
