How social listening can inform better research and development
New AI tools can help brands keep up with fast-moving social conversations to spot industry signals and trends to steer smarter innovation, says Ipsos’ Joe Lonek.
Social media platforms and online forums are treasure troves of insights into how Americans’ diets and habits are evolving, from adaptogenic beverages to functional mushrooms. Generative AI tools enable brands to effectively translate this vast pool of information into actionable insights.
From viral recipes to emerging ingredients, Americans’ food and drink preferences are increasingly documented online. While many consumer goods brands use social media to engage shoppers through influencers and sponsored content, too few are truly listening to what consumers are organically sharing about their product experiences.
Generative AI solutions like Ipsos’ Signals GenAI can streamline that process, uncovering unmet needs and pain points across the food and beverage landscape and beyond — so insights and innovation teams can track fast-moving conversations, identify new trends, and determine what to explore and when to pivot.
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