Welcome to this issue of the Flumeletter
In this Flumeletter we chat about using AI to power research, as well as how AI could be shaping the types of media we consume in the near future.?
Enjoy!
Getting it right with AI
Lately there has been a big buzz about research with AI integration. One thing we’re very clear about is that we aren’t interested in using AI just for the sake of serving that buzzword up on a silver platter for our clients, but increasing the quality of our research, and the breadth of our offer will always be important to us – even if just by a little.
1. Expanding capabilities
One thing we’ve found AI invaluable for is using its translation capabilities in multiple languages to go international with our online communities. We have not only been able to harness AI, but the knock-on effects mean that we have adopted an entirely new audience reach to our portfolio.
2. Act Like All Research is Wrong
This is one of our ‘ways of working’, and AI gives us the means to push things a little further in this regard. Using AI as part of our analysis – as a supplement, not a replacement, ?means we can apply an objective lens alongside using our more human spectacles, which add the all-important expertise?and people-centric context to the insight ?
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3. Obsess Over the Craft
Another of our ‘ways of working’! What you put into AI is all about what you put in - how you craft the questions, which platform you use – like making an investment, it’s all vital to get high quality returns. Every AI model we have been using is unique in their own way (just like people!) We have found that some are better suited for visual concept tests than others and that a handful are brilliant for case study centric projects. Thinking about which to weave into a project has been key. After all - you can’t just slap on a label of using any AI model for any project – it has to be meticulously crafted from the get-go for a harmonious pairing of project design and AI supplement.
If you want to find out more about our work with AI look no further than?[email protected]
Interesting News
Content creation within AI is something fast approaching, generating new ideas for a narrative plot or new tv show venture undoubtedly feels a bit flashy and magical. But whether it should be utilised?widely in writing scripts or just for more preliminary aspects is another topic people are debating yet again. Does it aid us in being better storytellers or eliminate that human spark? Find out more here?
AQR Qualversations
The next episode of Qualversations is out – This time we talk to Julie Fuller, who went from nurse, to health visitor, to mum-at-home recruiter, to founder and co-owner of The Fuller Research Group. Check out a clip here
A really interesting read. As ever its horses for courses when considering what AI tools are useful and when to use them. Lots to consider but of course we are always here Flume to help out or give a POV