MARKET RESEARCH

The Impact of AI on Market Research for FMCG Giants

How Artificial Intelligence Is Shaping the Future of Consumer Insights

18/04/2024

ai generated image to accompany the blog
Courtesy: Dall-e 3

Market research in the Fast Moving Consumer Goods (FMCG) sector no longer requires sorting through piles of questionnaires and organising focus groups. Today’s industry leaders are turning to a more predictive tool: Generative Artificial Intelligence (GenAI). The true revolution, however, is not in data collection but in data interpretation.

Large Language Models (LLMs – the brain behind the GenAI) are transforming consumer analytics by interpreting vast amounts of qualitative feedback, providing companies with a nuanced understanding of public sentiment. This approach automates, streamlines and makes the analysis process more cost-effective.

By searching through this feedback, LLMs uncover trends and preferences that conventional research might overlook, turning unstructured data into actionable insights. This not only refines customer profiles but also enables businesses to predict and react swiftly to market dynamics.

Peeking into Preferences: How AI Helps Understand Consumer Choices

Understanding consumer behavior and preferences is key to success. Taking as an example a company that focuses on the sales of chocolate, it’s crucial for them to grasp what their customers prefer—whether it’s a more bitter or sweeter taste, or perhaps a dark chocolate version. Additionally, understanding consumer behavior—how frequently they enjoy their chocolate, how it integrates into their consumption habits, whether family and friends influence their choices, and their loyalty or openness to new products—offers endless possibilities to decode the consumption patterns of something as simple as an afternoon snack.

With more accurate and in-depth data, the market analysis team can shift their focus towards testing different hypotheses rather than merely classifying data. This strategic shift allows the brand to be more responsive to market trends and customer needs, enabling quicker adaptations to consumer demands and more targeted product innovations. Such responsiveness not only enhances customer satisfaction but also strengthens the company’s position in a competitive market.

Blending data streams with AI for sharper insights

Unlike traditional approaches, AI-driven market research offers the significant advantage of integrating diverse data sources. The outputs from AI analyses are not limited to survey data alone; they can be seamlessly combined with sales figures, textual feedback from social media, behavioral data, and even passive data gathered from various consumer interactions.

This holistic view enables FMCG companies to construct a more comprehensive and dynamic picture of the market. By correlating consumer sentiment with actual purchasing behavior and public commentary, companies can refine their product offerings and marketing strategies with unprecedented precision, ensuring that they not only meet current consumer needs but also anticipate future trends. This integrated approach empowers companies to leverage their data assets fully, turning raw data into a strategic advantage.

The Cost-Effective Revolution of AI in Market Research

The integration of LLMs into market research workflows offers significant cost benefits. FMCG companies that once allocated substantial budgets to manual analysis can now deploy these models for a fraction of the cost. This strategic shift in resource allocation enhances efficiency, allowing for quicker and more accurate analysis of large volumes of data.

This newfound efficiency enables brands to redistribute their resources towards other areas such as innovation and development, further enhancing their competitive edge. By investing in technology that accelerates data analysis and improves the accuracy of insights, companies are better positioned to meet consumer needs and stay ahead in the dynamic market landscape. These strategic investments help brands maintain relevance and appeal in a rapidly evolving consumer environment.

Furthermore, LLMs have democratised automated analysis, making them accessible as they are commoditised and require only prompt engineering to adapt to specific use cases. While traditional NLP techniques could address these tasks, they demanded extensive R&D and modeling efforts, significantly constraining such initiatives.

Final Considerations

With a solid track record of deploying Large Language Models, Effixis has effectively enhanced the way customer feedback is utilized in the FMCG industry. These advancements have led to more precise market forecasts and streamlined data analysis.

As we continue to evolve alongside the market research field, our goal is to facilitate more efficient and responsive marketing strategies for our clients. By leveraging innovative technologies, we help ensure that marketing efforts are well-aligned with the dynamic preferences of consumers.

For a deeper understanding of how our solutions can benefit your FMCG needs, contact us at elliott.bertrand@effixis.ch.

Sources:
[1] Forbes: Harnessing AI For Market Research: https://www.forbes.com/sites/forbesbusinesscouncil/2023/08/30/harnessing-ai-for-market-research-opportunities-and-challenges/?sh=33cedc957a18
[2] Drive Research: AI in Market Research: https://www.driveresearch.com/market-research-company-blog/ai-market-research/
[3] Spiceworks: AI-Driven Market Research Is a Gamechanger for Marketing: https://www.spiceworks.com/marketing/ai-in-marketing/guest-article/aidriven-market-research-is-a-gamechanger-for-marketing/

Authors

Elliott Bertrand

COO

Mariély Dias

Marketing Specialist

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