Using AI to Drive Empathy

By Beth Baldys

Mon Sep 16 2019

Plus, inVibe presents at IIeX!

We get it. With market research timelines and budgets shrinking by the minute, the pressure is on to become faster and leaner — or risk that brands and marketers just skip the research altogether and make decisions from the gut. In hopes of doing more with less, many have wondered whether machine learning and artificial intelligence can deliver new insights from big data without the need for more resources or labor.

  • But how do we leverage the old and new without fostering a race to the bottom that results in mile-wide responses with inch-deep insights?
  • How can we use AI and automation to help us answer our most pressing questions, without introducing new complexity and unvalidated algorithms that add confusion, not clarity, to the data?
  • And most importantly, how can we ensure that in “quantifying the qual” we do not lose the most valuable signal of all — the emotions, thoughts, and beliefs that truly drive human behavior?

How do we leverage the old and new without fostering a race to the bottom that results in mile-wide responses with inch-deep insights?

Next week, our team will gather in Philadelphia for IIeX Health to help answer these very questions. inVibe is proud to be a Platinum Sponsor of IIeX Health, and we’re thrilled to share how our innovative mixed-methods approach can take advantage of AI and automation without compromising the richness of the human story.

If you’re attending IIeX, don’t miss inVibe’s Kathryn Ticknor presenting “The Human and the Machine: Empathy-Focused Research in a World of Automation and AI” Tuesday at 3:40pm on the Plenary stage!

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Originally posted May 30, 2019.

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