Wisdom Wednesday: Marketing outlook, LLM contextualization and increasing productivity with AI

Editor’s note: This article provides an overview of three webinars from Quirk’s Wisdom Wednesday virtual series held on September 20, 2023. The Quirk’s Event Virtual - AI on October 18-19 will be the next opportunity to watch content online from multiple organizations. Click here for more information. 

In September, Quirk’s Media hosted a Wisdom Wednesday series with three companies presenting. We had a presentation on a research report and two on different aspects of AI technology within marketing research and insights. 

  • SurveyMonkey presented findings from a survey it conducted with marketers about the opportunities and challenges facing marketers today. 
  • Caplena spoke about teaching AI how to use context to understand consumer feedback when analyzing data. 
  • quantilope illustrated the importance of using AI to increase productivity through what it calls “AI co-pilots.” 

In this article, we’ll summarize the main ideas from each webinar. 

How to Make Every Marketing Initiative Count

SurveyMonkey presented the results of a survey it conducted in January 2023, which included 544 marketers. The company hoped to find the challenges and opportunities marketers face in their day-to-day jobs. 

Laura Wronski, director of research, said the research found competition, economic concerns, shifting strategies and directions as some of the key challenges. Overall marketers today need to find a way to bridge the gap in leadership expectations and market challenges. 

The research found opportunities to be proactive and take risks with marketing campaigns, getting access to lots of data to pivot quickly to consumer changes and bolster brand growth with data. 

As a result of the survey, SurveyMonkey created the “ask, listen, act framework,” which was explained in detail at the end of the webinar. The framework boils down to three steps: First, be able to ask the right questions of stakeholders and top customers. Next, listen by gathering the data needed to try to solve a business problem. Finally, act on those findings from your research. 

To learn more from this survey watch the full webinar recording or read the transcript.

Contextual Calibration: Guiding LLMs to Understand Your Customer Feedback

Caplena’s Co-Founder, Maurice Gonzenbach, explained that a big problem the company and many other researchers have seen within customer feedback research is handling large amounts of open-ended response data. Researchers want to analyze, understand and categorize this data in a hierarchical way. 

This can be tedious, difficult and error prone, especially with large amounts of data. Gonzenbach explained ways to use AI to do this process for you. He used examples from clients like eBay and Miro. Both companies did large studies with large amounts of data. 

Miro is a product driven and lead company. Gonzenbach said Miro used the platform to build and prioritize a road map based on customer feedback. On the other hand, eBay uses it to inspect the feedback with AI so the VP of insights knows they are presenting real information to the CEO every second month. 

To read more, check out the recording and transcript online. 

Double Your Research Productivity Through Practical Use Cases of AI

AI is a tool that can be used to help free up time and increase productivity. In this webinar, quantilope  focused on practical uses for AI within marketing research. 

Lucas Bremer, CPO and co-founder, explained what AI is and the abilities it has to help the insights industry. He focused on the feedback the company received from customers on what they need out of their platform. He said that this is where the idea for an AI “co-pilot” came from.

quantilope uses AI co-pilot is an AI platform that will organize research data and create graphics, which can free up the researchers’ time for more projects. 

Jannik Meyners, director of data science, then went through a demo on the platform. The demonstration looked at how AI can be used to make a researcher's job easier, further hitting this point home. 


To learn more about AI, read the webinar transcript or watch the recording.