Priya Mathur

Context is essential to the core of brand and customer experience. Join our webinar on June 26th to see how we at Ipsos and our clients integrate context into all parts of the brand.

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The definitions of qual and quant are getting blurred with new AI capabilities as is clear with our new AI moderated video feature in Upsiide, by Dig Insights. But this confusion over definitions of quant and qual isn’t a new phenomenon. Social scientists and statisticians (my undergrad) use the terms quantitative vs. qualitative data to refer to continuous vs. discrete data in a model. For example, if you have a “qualitative” dependent variable, then you’d run a logistic vs. linear regression. In market research (my industry), qual typically means unstructured data (e.g., interviews/text) and quant means structured data, usually survey data. But other data heavy industries sometimes refer to surveys as qual because they're stated opinions and behaviors, not data on what actually happened. To some people, quant means behavioral data (e.g., purchases at store). And in the future, our data capabilities may increase by another step change. We could have real-time data ingestion using computer vision techniques to quantify almost anything, such as how many people are wearing a specific brand of shoes in a specific city. The AI is already capable, but it’s a complex issue in terms of data privacy and security. If that does come to fruition, then maybe the goal posts shift again and current behavioral quant data becomes “qual” and real-time data is the new gold standard “quant”?

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Great webinar to check out!

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Join in to learn about how you can make gen AI real using consumer insights.

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"The most important skill you could build is the ability to ask questions... the smartest person in the room is the one who asks questions, not the one with the answers." - Christopher Frank As a moderator, I love this idea. And as someone who often finds herself thinking "am I the only one who doesn't get this?" I love it even more! .Priscilla McKinney. and Chris make the case that asking questions has always been important, and now it's relevant to AI prompt engineering as well. If you don't know what the question is, how can you get the right answer?? I also love the distinction between summary (organized data) and synthesis (data + judgement). This is a great episode for anyone using data and insights in their role. PSB Insights #littlebirdmarketing #marketresearch

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Business relies on creativity and innovation to serve customers and compete. Dive in to our new issue of What the Future: Creativity to learn how artificial intelligence is changing both ends of that equation. https://lnkd.in/gSNUkuSf

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Love this! #AI can do a lot for us, but over-reliance on certain things cannot be replaced. #AI works best to help facilitate ideas, but there really is not replacement for the human brain. Take a read at the below - a pretty cool paper on this topic by my esteemed colleague Diana Livadic Enjoy! #AI #artificialintelligence #creative #advertising #Creativexcellence #Ipsos https://lnkd.in/gDE4uWuC

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If you're a news publisher looking to get a 360 view of your organization performance to receive insights and recommendations, you can now use a free AI-powered reporting assistant from Google. We've launched News Consumer Insights 3 (NCI 3) where you can connect your Google Analytics, Search Console, Ad Manager or AdSense accounts to build deeper insights. Watch the video to learn more. Durga Raghunath Swetha Susan Elias Abhishek Mathur Gunjan Singhvi Killol Buch Avijeet Boparai https://lnkd.in/gQQq4E4N

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Is there depth and empathy with AI Twins? Swipe to learn more about our groundbreaking AI Twins study: what we did, what we learned, and what we recommend. https://lnkd.in/gcKEkYae Ajay Bangia Jim Legg

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What can Apple's design magic teach us about analytics? In this blog, I explore how Apple sold computers to non-geeks using design to hide the tech and magnify the benefits. If most people hate math, can we learn how to design analytics using the same playbook?

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Get an inside peek at Tableau Conference #Data24! Geekwire highlights the latest in AI and analytics, news from Tableau, interviews with the #DataFam, and more. Hear what's next for data and AI: tabsoft.co/4dL6xZF

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Generative AI can collect responses and analyze them more quickly and efficiently, to glean takeaways quickly and accurately. Move past the “wow” phase and start asking “how can I use this to grow my business?” https://lnkd.in/gnunHz7N Visit our Insights to Activate #GenAI portal to 🎞 Hear how (April 17 webinar) 📚 Read how (Point of View) ❤️ https://lnkd.in/gWhKPjve #insightstoactivate

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The Forrester B2B Marketing and Sales Data Strategy Model and Process have been redesigned to better meet the demands of B2B #DataQuality improvement while your business remains in motion. Changing the tires on a moving car...and other impossible things.

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Feeling uncertain about AI's role in marketing? Merkle's blog addresses common misconceptions and reveals how AI can enhance your strategies, helping you connect more effectively with your audience: https://bit.ly/48yaA9s

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What happens when the data-driven capabilities of AI are combined with human creativity and ingenuity? Shining a light on the opportunities this futuristic collaboration could bring to the workplace, AI expert Shervin Khodabandeh shares how to redesign companies so that people and machines can learn from each other. Hear more after the episode from our new host, Sherrell Dorsey, on the potential promises (and pitfalls) of AI-work integration. #ai #ted #business #tedtech

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Becoming an expert at distilling 50 or 60 pages of data down into a handful of key insights took me a long time. But it is one of my favorite things to do, right up there with presenting! Check out our tips in this great post, or re-watch the webinar we did last year, you might see a familiar face :D

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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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