Market Research

Teams use AI to search, summarize, and synthesize research inputs into client-ready or decision-ready insights.

Business impact

• time to produce client-ready insights — Mastercard’s case study says AI-powered analysis shortened the time to produce client-ready insights.
• time to write strategy briefs — The article reports one synthetic-research user saying a strategy brief that once took 30 days was shortened to three days.

Data requirements

• market research and commentary (text) — Bank of America uses market research and commentary as inputs.
• interview recordings (audio) — Mastercard’s system analyzes recorded interviews.
• transcripts (text) — Transcripts are processed for summaries, quotes, and themes.
• uploaded research materials (text) — Additional research files are included in the analysis workflow.
• census and survey data (tabular) — The synthetic audience example is built from census and survey-style datasets.
• first-party client data (tabular) — Goodway says it also uses client-held first-party data.

AI methods and techniques

• summarization — Used to condense research materials and market commentary into shorter outputs.
• information extraction — Used to pull quotes and other key details from interviews and transcripts.
• theme identification — Used to cluster recurring ideas across research materials.
• synthetic population modeling — Used to create simulated audience datasets for planning and testing.
• incrementality testing in simulation — Used to test media spend or activation scenarios before live validation.

Industries

Real-world evidence

4 documented case studies on record.

Companies using this: Bank of America, Mastercard, Shopify, Goodway Group.