AI isn't just a buzzword in FMCG — it has the potential to rapidly reshape how consumer research is done. However, bringing AI into your research mix comes with two potential costs:

The cost of the tool itself (a wasted investment if you choose the wrong tool)
The cost of acting on the wrong recommendations if you back an AI that doesn't get it right. That cost might be:
a) Investing in a product that fails on the shelf
b) Abandoning a product that would have flown off the shelf

You're probably coming across pitches from companies with new AI tools claiming to revolutionise FMCG consumer research. So, how do you choose which tool to back? That's what our new webinar is about.

Sign up to the webinar

embrace AI with confidence by following a framework

PLAY's next webinar will be a panel discussion to help you approach AI with a balance of healthy scepticism and curiosity.

It's about not dismissing every new tool as a gimmick or accepting it blindly. We will equip you with the insights to ask the right questions so you can assess an AI tool's potential for your consumer research.

You'll get a framework through which you can run every AI tool you're pitched. You can use that framework to evaluate those pitches and make smart decisions.

the big questions

Our panel will explore evaluating AI tools:

Can AI tools provide the necessary feedback for successful FMCG consumer research?
How do you work out what a tool can or can't do?
When should we use AI, and when should we lean on traditional consumer research?

the panel

Becky Mead, Managing Director PLAY. Becky has spent the past 20 years getting curious about understanding consumers so that FMCG manufacturers can create products that consumers truly want.
Katherine Savage, senior account director, PLAY Katherine has been in the research game for 15 years and is leading PLAY’s AI research. She is always on the lookout for the best tools for the job when it comes to innovation research.
Smita Singla, User Experience Lead - ANZ, Danone Smita is a consumer insights professional with over ten years of experience, having spent the last seven years focussing on understanding what drives consumer value perception. She is passionate about bridging the gap between brands and consumers by uncovering deep insights to provide solutions in line with consumer needs.

details

Date: Tuesday, 5th March 2024
Time: 12 to 12.30 pm (AEST)
Medium: Zoom webinar (recording available to everyone who registers). Join us live to ask your questions on the day. The recording will be available within 24 hours to everyone who has registered. All attendees will receive a link by email.

cutting through the AI hype: how to evaluate consumer research AI tools

Sign up to the webinar

embrace AI with confidence by following a framework

the big questions

the panel

details

be part of the AI conversation

Register