Wisdom Wednesday: Brand health tracking and conversational AI
Editor’s note: This article provides an overview of two webinars from Quirk’s Wisdom Wednesday virtual series. The next Wisdom Wednesday series will take place on September 20. It will feature webinars from SurveyMonkey, Caplena and quantilope.
In June, quantilope and Human Listening™ gave webinars on brand health tracking and conversational AI, respectively.
In the first webinar, brand health tracking was summarized into three principles by quantilope, which are designed for the category, analyzed for the buyer and reported for the brand.
In the second webinar, Human Listening™ covered how chatbots can be used to skip the step of deciding between quant and qual research, which will ultimately help researchers get to insights faster.
quantilope webinar: New Brand Health Tracking: Grow Your Brand with Mental Availability
In the webinar, “New Brand Health Tracking: Grow Your Brand with Mental Availability,” Alex Hall, associate director, and Madita Brandhorst, senior solution consultant, quantilope, explained the company’s brand health tracking system, how it is utilized and the two new metrics it uses: mental availability and category entry points.
During the webinar, Hall and Brandhorst focused on the importance of mental availability, which in this scenario is defined as when the brand comes to mind in any buying situation.
“In order to grow we know that a brand has to come to mind in as many buying situations as possible,” said Brandhorst.
Brandhorst continued explaining how mental availability is when a brand comes to mind in a specific situation, which can be a need, occasion or motivation.
The speakers explained the process of using mental availability and category entry points through an example with Coca-Cola. Hall gave the example of the category entry point as a consumer walking down the street and thinking, “I am thirsty.”
Then the mental availability would be the same consumer thinking of wanting a Coke because of an ad they saw of a person walking down the street drinking a Coke.
The two speakers illustrated what quantilope’s brand health tracker would look like in this situation.
You can learn more about mental availability and category entry points for brand health by reading or watching the quantilope Webinar: New Brand Health Tracking: Grow Your Brand with Mental Availability.
Conversational AI and marketing research
A little later in the day, attendees switched gears to a webinar on conversational AI with Chris Barry, CEO, and Gabe McElwaine, VP of sales, HumanListening™, titled, “From Text to Talk: How Conversational AI Can Speed Up Your Time to Insight.”
According to McElwaine and Barry, conversational AI can be used to speed up the research process by eliminating the need to decide between using quantitative or qualitative research. The technology can get to what is important without needing to make that decision.
“Conversational AI allows for research to be structured in a way that helps to understand what's important in real time for both participants and the researchers,” McElwaine said.
To accomplish that with conversational AI, the program needs to learn the language model and use machine learning to be able to moderate a conversation with a person. McElwaine used ChatGPT as an example, showing the differences between the first versions of the platform to what was available at the time of the recording.
Listen or watch Human Listening ™ Webinar: From Text to Talk: How Conversational AI Can Speed Up Your Time to Insight to learn more about conversational AI.