Interview with Dr. Jessica Schomberg, Produkt + Markt "For us, AI is not only a buzz word"

What are the advantages of using artificial intelligence (AI) in market research? Dr. Jessica Schomberg from Produkt+Markt presents how the agency uses AI, what influence that has on projects and in which industries their approach is particularly useful.

Interview with Dr. Jessica Schomberg, Produkt + Markt

"For us, AI is not only a buzz word"

What are the advantages of using artificial intelligence (AI) in market research? Dr. Jessica Schomberg from Produkt+Markt presents how the agency uses AI, what influence that has on projects and in which industries their approach is particularly useful.

  

The topic of your WoM22 web seminar on May 10 is: "Speed up and dig deeper! How market researchers can benefit from AI!" Where does Produkt + Markt stand with regard to the use of AI in market research?

Dr. Jessica Schomberg: For us, AI is not only a buzz word. More than that we have come to appreciate AI as an indispensable colleague. Artificial intelligence helps us not only to become faster, but also to analyse even more precisely and scientifically. And our clients also benefit from this: in addition to the time saved, we experience a completely new dimension of agile project management.

► Register now for Dr. Jessica Schomberg's web seminar on May 10, at 10:00 

To what extent does the use of AI change the course of a project?

Dr. Jessica Schomberg: The permanently accessible view of the current results brings the client, respondents and us the market researchers and consultants even closer together. By letting our client get as close as possible to the messages of their target group, we sharpen the analysis in iterative loops with client and respondents. Because we can address issues that were not even on our radar at the start of the project - entirely in the spirit of agile project management.

And how does that lead to faster implementation - "speed up", as you call it?

Dr. Jessica Schomberg: We shorten the time between burning question and analysis through two essential aspects: Thanks to Speech2Text, we can do without time-consuming protocols and transcripts - we only have to check the transcripts. The trained model prepares initial analyses so that we can deal directly with the results.
And interesting for sectors such as pharmaceuticals: when Speech2Text meets our Insight Lounge, we can become faster in the entire project process, as we not only become more efficient in the analysis, but also eliminate long recruitment times.

What exactly is the output of your model? The coding of open mentions?

Dr. Jessica Schomberg: The coding of open mentions is certainly the most obvious option, but still leaves many wishes open. How the output is processed therefore depends on the individual needs of a project. For example, it can be helpful to cluster results from qualitative interviews thematically after transcription. The visualisation is done by word clouds, into which we can dive deeper and deeper until we come across the original mention of the interviewee. Another use case would be to fill a prefabricated evaluation grid with the mentions. Almost every week, we come up with new areas of application and requirements, so that we are far from having reached the end of the possibilities.

You describe a use case from pharmaceutical market research. For which other sectors are you planning to develop similar models?

Dr. Jessica Schomberg: We are in the constant feedback loop with the AI, which means that the models quickly become noticeably better. The application in pharmaceutical market research shows that we can also use our approach in every specialised industries. Basically, every project benefits from it as soon as relevant results are needed in a timely manner - and this applies to just about every request from our clients.

Who should not miss your web seminar?

Dr. Jessica Schomberg: Project participants from all sectors who feel the need for more speed and depth.

► Sign up for Dr. Jessica Schomberg's web seminar on May 10, at 10:00  

ABOUT

Dr. Jessica Schomberg has a Bachelor's and Master's degree in Cognitive Science. After graduating, she worked at the Institute of Psychology at the University of Osnabrück, where she conducted psychological research. In 2015, she completed her doctoral thesis on emotional and motivational processes. As a Senior Research Consultant, she specialises in both qualitative and quantitative research and leads the Innovation Hub at Produkt + Markt Healthcare. 

Interview originally published in German on makrtforschung.de - here

 
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