Insights Association’s Annual Conference

We’re excited to be participating in this year’s Insights Associations annual conference, which promises to offer a rare opportunity to learn from the most innovative thought leaders on the issues that most impact your work. This year’s conference will focus on the many ways corporate researchers and market research service providers work together to generate and activate insights, and the role of insights in helping to bring clarity and illuminate opportunities for brands in this complex and fluid environment.

And with that in mind, Ipsos’ Kristy Click and Caitlynn Sorrell will be presenting together with Nestle’s Michael Shapiro to discuss Unleashing the Power of GenAI: Purina’s Journey to Faster and Better Insights in Pet Food Innovation [April 9 | 2:50pm].

The Purina Insights team is leveraging Generative AI in a wide variety of ways to achieve faster and better incremental insights and expedite their innovation pipeline. With the goal of accelerating identification of relevant territories and business propositions in pet food, Purina has partnered with Ipsos and leveraged GenAI to uncover unmet needs and generate and develop wet dog food territories into ideas and then to concepts.

During this session, Purina and Ipsos as we dive deeper into how GenAI has enabled Purina to go beyond their standard research insights to inform communications, product innovation, and competitive intelligence including:

• Deciphering deep meaning and themes via embedded AI in Purina product tests on the Purina Community Platform to analyze qualitative and video responses for enhanced storytelling from “the pet’s POV.”
• Building “persona bots” of key segments to ask questions in natural language when looking for inspiration about needs, wants, attitudes, mindsets, and behaviors.
• Using custom technology powered by Ipsos Facto/Orra to upload and combine up to thousands of transcripts and report files across initiatives and projects to generate new, previously unseen insights.
• Leveraging the “InnoPredict.AI” approach to enable business teams to replace some of their traditional idea screening to reduce costs and hasten bringing new innovations to market.

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Speakers:

Kristy Click - Senior Client Officer, North America

Caitlynn Sorrell - Vice President, Online Communities