3 Keys to supercharge your social listening - and move to AICI

Insights, marketing, and innovation pros need to know what consumers are saying and thinking to keep pace with changing behaviours, competitive landscapes, and market shifts. As noted in the latest Forrester Wave, a new breed of AI-enabled consumer intelligence (AICI) platforms has emerged to supercharge traditional social listening and power more strategic decision making.

Yet, monitoring social data alone is not enough to capture the full picture of buyers (and citizens). Brands need consumer intelligence that is accurate, comprehensive, and actionable.

In a new blog post, Synthesio’s Emma Huff discusses three keys to unlocking the strategic value of consumer data, including:

1. A next-gen consumer intelligence program that provides a complete view. Unlike traditional social listening, AI-enabled consumer intelligence draws on a range of online and offline data sources like social sites and news media, but also first party data from surveys, your CRM, and chatbot interactions.
2. Advanced analytics to uncover relevant insights like changing consumer behaviour, emerging trends, and target audiences. To turn intelligence into action and ensure findings are accurate, you need AI-powered algorithms and analytical frameworks that detect what consumers are truly saying and doing - and how they are likely to behave in the future.
3. Human-machine teams to put the right cultural and contextual lenses on consumer-generated data. We need expert analysts to review and interpret insights and ask the right questions – and to generate meaningful business outcomes from consumer insights. They also help us to apply predictive models, along with local context and industry-specific expertise.

To learn more about how Synthesio’s hybrid approach to AICI brings together the benefits of an AI-powered platform, data science chops, and Ipsos’ market research expertise, you can schedule a session with our team by requesting a demo here.