Market Research Archives

https:\/\/ama-org.zoom.us\/j\/83762130439?pwd=5j8xJfvBGBJuVmJl0WiLPLfiBrTkva.1<\/a>

Meeting ID: 837 6213 0439<br>Passcode: AMAIMARRES<\/p>\n\n\n\n<p class=\"has-text-align-center\"><strong>Add event to calendar<\/strong><br><a href=https://www.ama.org/"https:////www.addevent.com//event//11snl5kqszqg+apple/" target=\"_blank\" rel=\"noreferrer noopener\">Apple<\/a> <a href=https://www.ama.org/"https:////www.addevent.com//event//11snl5kqszqg+google/" target=\"_blank\" rel=\"noreferrer noopener\">Google<\/a> <a href=https://www.ama.org/"https:////www.addevent.com//event//11snl5kqszqg+office365/" target=\"_blank\" rel=\"noreferrer noopener\">Office 365<\/a> <a href=https://www.ama.org/"https:////www.addevent.com//event//11snl5kqszqg+outlook/" target=\"_blank\" rel=\"noreferrer noopener\">Outlook<\/a> <a href=https://www.ama.org/"https:////www.addevent.com//event//11snl5kqszqg+outlookcom/" target=\"_blank\" rel=\"noreferrer noopener\">Outlook.com<\/a> <a href=https://www.ama.org/"https:////www.addevent.com//event//11snl5kqszqg+yahoo/" target=\"_blank\" rel=\"noreferrer noopener\">Yahoo<\/a> <\/p>\n\n\n\n\n<div class=\"wp-block-group has-beige-100-background-color has-background\">\n<h2 class=\"wp-block-heading\" id=\"h-synthetic-personas-creative-testing-and-ai-driven-insight-for-modern-marketers\"><strong><strong>Synthetic Personas, Creative Testing, and AI-Driven Insight for Modern Marketers<\/strong><\/strong><\/h2>\n\n\n\n<p>Traditional marketing research often cannot keep pace with the speed of campaign development, creative testing, and product innovation. <\/p>\n\n\n\n<p>This two-hour virtual workshop explores how AI-powered synthetic personas and focus groups enable marketers to generate faster, lower-cost, and more scalable insights. Participants will learn how to build synthetic personas, simulate focus group discussions, test ad creative, and generate and evaluate AI-generated product concepts before committing to full research investments.<\/p>\n\n\n\n<p>The session highlights the strategic benefits of synthetic research, including speed, cost efficiency, and emerging evidence of strong alignment with human responses in early-stage, text-based research. Attendees will leave with a practical framework for integrating AI-enabled research into everyday marketing, creative, and innovation workflows.<br><\/p>\n\n\n\n<p><strong><em>Online | May 20, 2026 | 10:00 a.m. - 12:00 p.m. Central Time<\/em><\/strong><\/p>\n<\/div>\n\n\n\n<div class=\"wp-block-group\">\n<h2 class=\"wp-block-heading\" id=\"key-takeaways\">Key Takeaways<\/h2>\n\n\n\n<p>By the end of the session, participants will be able to:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Build and apply synthetic AI personas to explore customer motivations, behaviors, and needs.<\/li>\n\n\n\n<li>Conduct synthetic focus groups to surface early-stage insights, objections, and opportunities.<\/li>\n\n\n\n<li>Use synthetic personas to test advertising creative, messaging, and positioning.<\/li>\n\n\n\n<li>Generate new product or service concepts with AI and evaluate them through persona-based testing.<\/li>\n\n\n\n<li>Apply AI-driven research responsibly, understanding both its strategic advantages and limitations.<\/li>\n<\/ul>\n\n\n\n<hr class=\"wp-block-separator has-css-opacity\"\/>\n<\/div>\n\n\n\n<div class=\"wp-block-group has-beige-100-background-color has-background\">\n\n\n<p class=\"has-text-align-center has-blue-900-color has-text-color has-link-color\"><br>Get 10% off pricing by purchasing 3 or more tickets for your group or team!<br>Users will be assigned once the purchase is complete.<\/p>\n<\/div>\n\n\n\n<div class=\"wp-block-group has-blue-500-background-color has-background\"><\/div>\n\n\n\n<div class=\"wp-block-columns are-vertically-aligned-center\">\n<div class=\"wp-block-column is-vertically-aligned-center\" style=\"flex-basis:33.33%\">\n<figure class=\"wp-block-image size-large\"><img src=https://www.ama.org/"https:////www.ama.org//wp-content//uploads//2023//06//AMA-PCM-2-CEU-Badge.png?w=350\%22 alt=\"\" class=\"wp-image-125746\"\/><\/figure>\n<\/div>\n\n\n\n<div class=\"wp-block-column is-vertically-aligned-center\" style=\"flex-basis:66.66%\">\n<p>Are you an <a href=https://www.ama.org/"https:////www.ama.org//certifications///" target=\"_blank\" rel=\"noreferrer noopener\">AMA Professional Certified Marketer\u00ae\ufe0f<\/a>? This training is worth 2 Continuing Education Units (CEUs) to maintain your PCM\u00ae\ufe0f certification.<\/p>\n<\/div>\n<\/div>\n\n\n\n<hr class=\"wp-block-separator has-alpha-channel-opacity\"\/>\n\n\n\n\n\n<hr class=\"wp-block-separator has-alpha-channel-opacity\"\/>\n\n\n\n\n\n<hr class=\"wp-block-separator has-css-opacity\"\/>\n\n\n\n<h4 class=\"wp-block-heading\" id=\"ama-event-policies-and-faqs\"><a href=https://www.ama.org/"https:////myama.my.site.com//s//article//AMA-Event-Policies/">AMA Event Policies<\/a><\/h4>\n","post_title":"Using AI Personas to Accelerate Market Research","post_excerpt":"","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"using-ai-personas-to-accelerate-market-research","to_ping":"","pinged":"","post_modified":"2026-01-21 10:31:23","post_modified_gmt":"2026-01-21 16:31:23","post_content_filtered":"","post_parent":0,"guid":"https:\/\/www.ama.org\/?post_type=ama_event&p=219018","menu_order":0,"post_type":"ama_event","post_mime_type":"","comment_count":"0","filter":"raw"},{"ID":220481,"post_author":"146335","post_date":"2026-01-28 14:39:31","post_date_gmt":"2026-01-28 20:39:31","post_content":"\n<h4 class=\"wp-block-heading\" id=\"h-if-it-s-finally-time-to-invest-in-a-dam-or-to-upgrade-to-a-better-dam-platform-the-g2-dam-vendor-comparison-report-is-the-go-to-report\">If it\u2019s finally time to invest in a DAM, or to upgrade to a better DAM platform, the G2 DAM Vendor Comparison Report is the go-to report.<br><\/h4>\n\n\n\n<p>In the latest edition, you can compare the strengths of digital asset management platforms like Brandfolder, Bynder, Canto, and MediaValet. These strengths are in the areas that matter most to customers \u2014 including ease of use, support, video capabilities, brand management, and ROI.<\/p>\n\n\n\n<p>This peer-powered report reveals the DAM platforms rated as Market Leaders by G2. If you\u2019re evaluating digital asset management platforms, this is the insider insight you need before making a move. Market Leader is the top level in the ranking system. Products in the Market Leader level are rated highly by G2 users and have considerable market presence. Not all DAMs are created equal. Read the report to learn what to look for in a DAM platform. <\/p>\n\n\n\n<a class=\"wp-block-ama-download button button-solid button-red\" href=https://www.ama.org/"https:////ama.tradepub.com//c//pubRD.mpl?secure=1&sr=pp&_t=pp:&qf=w_defa10167&ch=\%22 download>Download<\/a>\n","post_title":"The 2025 G2 DAM Vendor Report","post_excerpt":"","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"the-2025-g2-dam-vendor-report","to_ping":"","pinged":"","post_modified":"2026-01-28 14:39:34","post_modified_gmt":"2026-01-28 20:39:34","post_content_filtered":"","post_parent":0,"guid":"https:\/\/www.ama.org\/?p=220481","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw"},{"ID":183230,"post_author":"146335","post_date":"2025-02-10 00:00:00","post_date_gmt":"2025-02-10 06:00:00","post_content":"\n<h4 class=\"wp-block-heading\" id=\"h-harnessing-ai-personas-to-revolutionize-consumer-insights-and-drive-smarter-decisions\">Harnessing AI Personas to Revolutionize Consumer Insights and Drive Smarter Decisions<\/h4>\n\n\n\n<p>Discover how AI-powered personas are transforming the way marketers and researchers gain insights. The\u00a0<em>Yabble Guide to AI Personas for Marketers and Researchers<\/em>\u00a0unveils the groundbreaking potential of dynamic, data-driven personas that adapt in real time to market changes and consumer behavior. This eBook dives deep into the benefits of AI personas, from accelerating segmentation and concept testing to unlocking underutilized data and providing real-time, actionable insights. Packed with case studies, expert statistics, and practical applications, it equips you with the tools to revolutionize your research process. Whether you\u2019re a marketer looking to test new campaigns or a researcher seeking faster, richer data, this guide shows you how to leverage AI personas to stay ahead in a competitive landscape. Learn how to integrate this cutting-edge technology into your workflow and make smarter, faster decisions with confidence.<\/p>\n\n\n\n<a class=\"wp-block-ama-download button button-solid button-red\" href=https://www.ama.org/"https:////ama.tradepub.com//c//pubRD.mpl?secure=1&sr=pp&_t=pp:&qf=w_yabb02&ch=\%22 download>Download<\/a>\n","post_title":"Yabble Guide to AI Personas for Marketers & Market Researchers","post_excerpt":"","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"yabble-guide-to-ai-personas-for-marketers-market-researchers","to_ping":"","pinged":"","post_modified":"2025-01-30 17:04:09","post_modified_gmt":"2025-01-30 23:04:09","post_content_filtered":"","post_parent":0,"guid":"https:\/\/www.ama.org\/?p=183230","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw"},{"ID":177366,"post_author":"146335","post_date":"2024-12-03 11:38:16","post_date_gmt":"2024-12-03 17:38:16","post_content":"\n<h4 class=\"wp-block-heading\" id=\"h-your-secret-weapon-for-leveling-up-and-outpacing-competitors\">Your secret weapon for leveling up and outpacing competitors<\/h4>\n\n\n\n<p>Research shows that 80% of organizations now expect to compete primarily on customer experience (CX), making it the new battleground for success. But success begins with taking action\u2014and this guide will show you how.<\/p>\n\n\n\n<p>In this guide you\u2019ll learn:<\/p>\n\n\n\n<p>\u00b7 The common roadblocks to creating customer-obsessed experiences<\/p>\n\n\n\n<p>\u00b7 Three ways to scale CX initiatives and overcome roadblocks without sacrificing quality or insights<\/p>\n\n\n\n<p>\u00b7 How to build a customer-obsessed culture<\/p>\n\n\n\n<a class=\"wp-block-ama-download button button-solid button-red\" href=https://www.ama.org/"https:////ama.tradepub.com//c//pubRD.mpl?secure=1&sr=pp&_t=pp:&qf=w_defa7585&ch=\%22 download>Download<\/a>\n","post_title":"A Quick Guide to Creating a Customer-Obsessed CX Program","post_excerpt":"","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"a-quick-guide-to-creating-a-customer-obsessed-cx-program","to_ping":"","pinged":"","post_modified":"2024-12-04 10:05:22","post_modified_gmt":"2024-12-04 16:05:22","post_content_filtered":"","post_parent":0,"guid":"https:\/\/www.ama.org\/?p=177366","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw"},{"ID":175745,"post_author":"146335","post_date":"2024-11-11 10:35:25","post_date_gmt":"2024-11-11 16:35:25","post_content":"\n<h4 class=\"wp-block-heading\" id=\"h-let-s-take-a-look-at-how-synthetic-data-is-different-how-it-s-being-validated-and-how-it-is-and-should-be-used-as-a-strategic-tool-designed-to-bridge-significant-gaps-in-the-traditional-research-process\">Let\u2019s take a look at how synthetic data is different, how it\u2019s being validated, and how it is and should be used as a strategic tool designed to bridge significant gaps in the traditional research process.<\/h4>\n\n\n\n<p>Unlock the future of market research with Yabble\u2019s Guide to Synthetic Data in the Real World of Research! Discover how synthetic data is transforming insights by enhancing data quality, reducing biases, and accelerating access to actionable insights.<\/p>\n\n\n\n<p>What\u2019s Inside? Learn about:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Superior Data Quality & Accuracy: Yabble\u2019s synthetic data is rooted in real-world information, ensuring accuracy without the biases of traditional survey panels<\/li>\n\n\n\n<li>Instant Insights with Virtual Audiences: Skip the extensive fieldwork! Synthetic data offers immediate, comprehensive insights, so you can dive straight into strategy.<\/li>\n\n\n\n<li>Addressing Traditional Challenges: Synthetic data fills gaps left by conventional methods, overcoming issues like low-quality responses and dataset limitations.<\/li>\n\n\n\n<li>Real-World Solutions, Ready to Use: Get started today with low-risk, cost-effective solutions that deliver results.<\/li>\n<\/ul>\n\n\n\n<p>Synthetic data is more than a trend \u2013 it\u2019s the competitive edge marketers need. Yabble\u2019s advanced language models pull from a rich mix of data sources to ensure insights are not only accurate but minimized for bias, empowering brands to make well-informed, data-backed decisions confidently.<\/p>\n\n\n\n<a class=\"wp-block-ama-download button button-solid button-red\" href=https://www.ama.org/"https:////ama.tradepub.com//c//pubRD.mpl?secure=1&sr=pp&_t=pp:&qf=w_defa7434&ch=\%22 download>Download<\/a>\n","post_title":"Yabble Guide to Synthetic Data in the Real World of Research","post_excerpt":"","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"yabble-guide-to-synthetic-data-in-the-real-world-of-research","to_ping":"","pinged":"","post_modified":"2024-11-11 14:41:48","post_modified_gmt":"2024-11-11 20:41:48","post_content_filtered":"","post_parent":0,"guid":"https:\/\/www.ama.org\/?p=175745","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw"},{"ID":174551,"post_author":"146335","post_date":"2024-10-31 14:59:16","post_date_gmt":"2024-10-31 19:59:16","post_content":"\n<h4 class=\"wp-block-heading\" id=\"h-the-survey-results-what-drives-purchasing-trends\">The Survey Results \u2013 what drives purchasing trends<\/h4>\n\n\n\n<p>Researching, selecting, and engaging suppliers in the life sciences can be a challenging proposition. It involves sometimes difficult and complex decisions, with potentially far-reaching consequences for business stability, productivity, and commercial success. In the latest survey of purchasing trends from Pharma Ignite, the marketing insights division of Citeline, we look at what is driving these choices, the types of information sources and events that play into supplier consideration and selection, and the principal business challenges likely to influence purchasing decisions over the next 12-18 months.<\/p>\n\n\n\n<a class=\"wp-block-ama-download button button-solid button-red\" href=https://www.ama.org/"https:////ama.tradepub.com//c//pubRD.mpl?secure=1&sr=pp&_t=pp:&qf=w_defa7383&ch=\%22 download>Download<\/a>\n","post_title":"Decision Making Trends in Pharma","post_excerpt":"","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"decision-making-trends-in-pharma-looks-at-how-pharma-chooses-suppliers","to_ping":"","pinged":"","post_modified":"2024-11-05 09:00:33","post_modified_gmt":"2024-11-05 15:00:33","post_content_filtered":"","post_parent":0,"guid":"https:\/\/www.ama.org\/?p=174551","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw"},{"ID":166809,"post_author":"146335","post_date":"2024-08-20 00:00:00","post_date_gmt":"2024-08-20 05:00:00","post_content":"\n<h4 class=\"wp-block-heading\" id=\"h-zappi-conducted-research-with-the-ama-to-uncover-the-current-state-of-connected-insights-and-the-insights-function-read-the-article-to-discover-our-key-findings-nbsp\">Zappi conducted research with the AMA to uncover the current state of connected insights and the insights function. Read the article to discover our key findings. <\/h4>\n\n\n\n<p>As businesses and organizations gather vast amounts of data from diverse sources, the ability to integrate and interpret this information holistically becomes a critical competitive advantage. <\/p>\n\n\n\n<p>By connecting their insights in a systematized way, businesses can make smarter decisions, drive better advertising and innovation and enhance customer experiences. <\/p>\n\n\n\n<p>But what does this actually look like across organizations today? To find out, <a href=https://www.ama.org/"https:////www.zappi.io//web///">Zappi conducted research with the American Marketing Association (AMA) to uncover the current state of connected insights and the insights function. Read on to discover a summary of our key findings. <\/p>\n\n\n\n<h2 class=\"wp-block-heading\">1. The work insights teams do has an important business impact<\/h2>\n\n\n\n<p>While insights professionals have traditionally struggled to get a \u201cseat at the table\u201d for major decisions that drive major business impact, our research indicates that insights teams are viewed more favorably than ever before by organizations, with half stating that their insights function is viewed as a strategic partner. <\/p>\n\n\n\n<figure class=\"wp-block-image\"><img src=https://www.ama.org/"https:////lh7-rt.googleusercontent.com//docsz//AD_4nXe8Gz2FpHBuWJbG0iDti7EcK_M4ZX0IumllFM_qIZMKW9jDfN5waLoOajqUAlE9n76bSLdpu9I-6-iHo0tDKFOQi75M0Tx0fuaQZBvwARrWNt9p_xr8N6S-nCqhtp3O7pApB1MiVqXT_i-S9e1Z-tvXdQaU?key=l2iXHmelpuuD59Iupi8IfQ\%22 alt=\"\"\/><\/figure>\n\n\n\n<p>We also see high satisfaction of both the insights function and the relationship between insights and marketing. Most importantly, the majority of respondents agree that consumer insights are \u201cmassively influential\u201d over business decision making at their companies.<\/p>\n\n\n\n<figure class=\"wp-block-image\"><img src=https://www.ama.org/"https:////lh7-rt.googleusercontent.com//docsz//AD_4nXchlhPGy46xcpjNiwAXxL4rak2MlkP54JGga5mRDuLldneYQ9bpofZlr5so8HNR7nJzh4XEfuifHboHxHau8L54IbrlN_eVKh1qI_gQMesP05Iakcq1k4oNmOJOoZdWjLrZECowD5YVks5qnJgZ8yjCFwFv?key=l2iXHmelpuuD59Iupi8IfQ\%22 alt=\"\"\/><\/figure>\n\n\n\n<p>However, it\u2019s worth noting that 1 in 5 still report that the insights team at their organization is viewed as an \u201corder taker,\u201d indicating that there is certainly still room to improve how insights operate with their stakeholders and how they are viewed. <\/p>\n\n\n\n<h2 class=\"wp-block-heading\">2. Insights functions are connecting consumer data <\/h2>\n\n\n\n<p>While technology is commonly used by insights functions to generate consumer insights, the majority of respondents said their consumer insights projects are not yet handled systematically. <\/p>\n\n\n\n<p>Instead, they either use separate tools and programs or carry out projects ad hoc, with a combination of different vendors and technologies. <\/p>\n\n\n\n<figure class=\"wp-block-image\"><img src=https://www.ama.org/"https:////lh7-rt.googleusercontent.com//docsz//AD_4nXejNJ3Evcr0I0bi2Is8TX80CWoiE7eKHRZzA-TMLQuejRl4bEP1zftd8IjIa79NyTQ4qxEmGriWeB3H5u8tx_jJp_3jxaDs9m48UxwhV5Bs0jeWEaBVXSlV04UD54wKKzSlENim5FLOIWB0jOIiH4cLzvAU?key=l2iXHmelpuuD59Iupi8IfQ\%22 alt=\"\"\/><\/figure>\n\n\n\n<p>When asked what the blockers were for using a connected insights system, respondents listed budget constraints, disconnected data and time constraints as the biggest. <\/p>\n\n\n\n<figure class=\"wp-block-image\"><img src=https://www.ama.org/"https:////lh7-rt.googleusercontent.com//docsz//AD_4nXc4lQDt--FJmSqymizmj5aQQxKP-WRAN3XInqT05NjNEvQJhf-kb1moZdc2CDsrqUMI3axMQebqHemxuC3sl30P3z8zl9Uz1eaEwlAmhYBesE3kwvUmQqf6i_8qXENn9GlmUX6t-bd3YJYM0g9NWrXKvQ?key=l2iXHmelpuuD59Iupi8IfQ\%22 alt=\"\"\/><\/figure>\n\n\n\n<p>However, even with these blockers, we found that insights professionals are more likely to state that their insights are already systematized when compared to marketing and product\/brand teams.<\/p>\n\n\n\n<figure class=\"wp-block-image\"><img src=https://www.ama.org/"https:////lh7-rt.googleusercontent.com//docsz//AD_4nXfyeHoTrQtIFn7st2QvaSgLZVf_eWXCnz-6RKRTnJPRD4W-R2nUw7IBumn1f6u3HKET0TE8VA3mNEQRggoQ-BvFot9S74Jcp53Ydbm7NpClP3BpIMuNKzfR6eYUa_Eu0yesIf5OvzppAVd0L1nW_X_m5js?key=l2iXHmelpuuD59Iupi8IfQ\%22 alt=\"\"\/><\/figure>\n\n\n\n<h2 class=\"wp-block-heading\">3. Systematization and connected insights drive satisfaction with insights teams<\/h2>\n\n\n\n<p>Most companies have yet to systematize their insights, but our data shows that when systematized and connected, this is a key driver for high satisfaction from both a team and project perspective. <\/p>\n\n\n\n<p>Here\u2019s what respondents felt from a project perspective: <\/p>\n\n\n\n<figure class=\"wp-block-image\"><img src=https://www.ama.org/"https:////lh7-rt.googleusercontent.com//docsz//AD_4nXdKS_viF48ThqcV8cJMxJYoIR2_-mxNdcHGW3Ey-Nmp5I3JbFuI-asryBqfy24aAMa-WMfOKTkoAx2qpEo36OIsgrv8hsNFs5QxaL_EjKzxY7xQv24nYDweGHmNO5FUuhGgLr5QBE3w5flw9xzD_PUDv31-?key=l2iXHmelpuuD59Iupi8IfQ\%22 alt=\"\"\/><\/figure>\n\n\n\n<p>Here\u2019s what respondents felt from a team perspective: <\/p>\n\n\n\n<figure class=\"wp-block-image\"><img src=https://www.ama.org/"https:////lh7-rt.googleusercontent.com//docsz//AD_4nXcXV-pgfxPf7C3mc5vPpgFV5NQ9U2XncgZWB4XjDpBG_G24-YY1caY5--8siqj-dTiYrLrxt4z4cQleFEJhSBuhMQtAeLatRXTTKwygQWtZ7kKS0WyexM5ABNBW6PTCs9CfufMGhlfg6JNa8qCFqDy-ztNG?key=l2iXHmelpuuD59Iupi8IfQ\%22 alt=\"\"\/><\/figure>\n\n\n\n<p>This has massive implications for insights teams, from how they approach consumer data to how they approach their day-to-day and more. It is also a clear indication of the benefits of connecting insights from a business decision-making standpoint. <\/p>\n\n\n\n<p>The more connected insights are, the easier it is for businesses to make informed decisions.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">4. Insights teams are more likely than marketers to be driving the AI agenda<\/h2>\n\n\n\n<p>The rise of AI often stirs fears about technology taking over jobs, as machines become capable of performing tasks traditionally done by humans. However, while AI does have the potential to disrupt certain job markets, embracing it can bring substantial benefits. <\/p>\n\n\n\n<figure class=\"wp-block-image\"><img src=https://www.ama.org/"https:////lh7-rt.googleusercontent.com//docsz//AD_4nXe6eos6go7fS1z-Sz1W-1Uwcd52AYwZVOS_CIgIBFjcYUgW4Jj2BafIhujqLuPPxO8r5aFHZx_91ThjzVo3CgjwXGo_RQGRFTPsbQ6ocLsiatFDlu_d48fpG-w_g-adNkt_BB7dmthN3t6s0jF9ryD33eg?key=l2iXHmelpuuD59Iupi8IfQ\%22 alt=\"\"\/><\/figure>\n\n\n\n<p>While most respondents agreed that AI is an important tool for leveraging consumer data, insights teams were recorded as being more willing to lean into AI and have a greater understanding of its importance overall. <\/p>\n\n\n\n<figure class=\"wp-block-image\"><img src=https://www.ama.org/"https:////lh7-rt.googleusercontent.com//docsz//AD_4nXeL-vFF3m6JN66OVC9rPtl1NFcRseqczBb6ianEq82sP65z_6KXrLtYLhzhJjd9EOAiW7W24zAgwXK_p5hDvDel7Iw-8uZ7L_gawDwkl123l_KDIWePOICmjm64HafSsK2tMHALGP-lzSWvUxW11GaHlYte?key=l2iXHmelpuuD59Iupi8IfQ\%22 alt=\"\"\/><\/figure>\n\n\n\n<p>This indicates an openness within the function to embrace new technologies and ways of working, as well as a certain fearlessness to their approach \u2014 something brands need in their corner in order to succeed. <\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-final-thoughts\">Final thoughts<\/h2>\n\n\n\n<p>This study from Zappi and the American Marketing Association is the largest known sample of respondents of any similar insights maturity study conducted since <a href=https://www.ama.org/"https:////www.bcg.com//publications//2009//markerting-sales-customer-experience-consumer-voice/">Boston Consulting Group\u2019s original research in 2009<\/a>. <\/p>\n\n\n\n<p>From our research, we conclude that systematizing insights, and driving insights maturity more generally, is not only an important and growing trend, but rather a business imperative. Companies that fail to improve their insights maturity may ultimately fail to drive consumer centricity and run the risk of being left behind.<\/p>\n\n\n\n<p><br>To dive deeper into our findings and discover the implications for CMOs and insights professionals, <a href=https://www.ama.org/"https:////www.zappi.io//web//connected-insights-imperative-report///">download the full report<\/a>.<br><\/p>\n","post_title":"Uncovering the Current State of Connected Insights","post_excerpt":"","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"uncovering-the-current-state-of-connected-insights","to_ping":"","pinged":"","post_modified":"2024-08-20 13:34:34","post_modified_gmt":"2024-08-20 18:34:34","post_content_filtered":"","post_parent":0,"guid":"https:\/\/www.ama.org\/?p=166809","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw"},{"ID":220341,"post_author":"228386","post_date":"2026-01-27 13:43:23","post_date_gmt":"2026-01-27 19:43:23","post_content":"\n<p>Marketers have access to more data than ever, but that abundance can sometimes pull us away from what truly drives consumer behavior: human motivation. I\u2019ve spent my career studying why people make the choices they do (often irrationally) and helping brands connect those dots in ways that drive growth. If there\u2019s one thing I\u2019ve learned from years of research across categories like retail, entertainment, CPG, and technology, it\u2019s this: You can\u2019t automate curiosity.<\/p>\n\n\n\n<p>When I first started out, I worked on the media agency side, long before digital dominated marketing budgets. Back then, all of our research focused on TV and print. I noticed I was spending all my free time online, but we weren\u2019t studying online advertising at all. So I reached out to our digital media teams and asked, \u201cIf your partners are running research, can I be part of that?\u201d That small step following my curiosity completely changed my career. I started publishing research on digital measurement, speaking at industry events, and eventually moving into platform-side roles at Twitter and Snapchat before joining Alter Agents. That willingness to fill the gap and meet a need turned out to be the best decision I ever made.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-listening-is-still-the-strongest-research-tool\"><strong>Listening Is Still the Strongest Research Tool<\/strong><\/h2>\n\n\n\n<p>Today, the gap has changed, but it still exists. We\u2019re all swimming in data, yet marketers often struggle to translate it into understanding. I\u2019ve found that some of the richest insights come not from dashboards or benchmarks but from slowing down and <em>listening<\/em>. Pause. Ask: \u201cTell me more about that.\u201d Give space for stories to emerge. When you do, you uncover the messy, contradictory truths that no metric can show you.<\/p>\n\n\n\n<p>In our work, we use every kind of tool, from mobile ethnographies to agile neuroscience, to get at what people think and feel. One of my favorite examples is the Immersion method, which tracks variable heart rate via a wearable to measure the release of oxytocin, the same hormone tied to memory and trust. When someone\u2019s heart rate pattern changes as they interact with an ad or product, it signals that they\u2019re encoding it into memory. <\/p>\n\n\n\n<p>According to recent research published in the <a href=https://www.ama.org/"https:////onlinelibrary.wiley.com//doi//full//10.1002//mar.21734/">Psychology & Marketing<\/em> journal<\/a>, heart rate variability is \u201ca promising tool for identifying and evaluating consumer psychophysiological responses to marketing stimuli \u2026 broadening opportunities for marketing researchers to improve real-time consumer experiences.\u201d And in a <a href=https://www.ama.org/"https:////www.getimmersion.com//v4//case-study-bbdo-ad-test/">blinded test<\/a> that Immersion did with advertising giant BBDO, they found that neural signals are able to predict actions and what will happen in the market. That\u2019s the kind of connection marketers crave: emotional engagement that drives real-world results.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-technology-should-bring-us-closer-to-people\"><strong>Technology Should Bring Us Closer to People<\/strong><\/h2>\n\n\n\n<p>Of course, AI is changing how we get there. We now use secure AI tools to analyze qualitative data such as transcripts, videos, and interviews to find themes faster. It doesn\u2019t replace human judgment, but it lets researchers spend more time thinking deeply about why people behave the way they do. That\u2019s what excites me most: using technology not to distance us from consumers but to get even closer to them.<\/p>\n\n\n\n<p>At the same time, we can\u2019t lose sight of what really matters. If I could throw one marketing metric in the garbage, it would be clicks. In my experience, clicks don\u2019t represent people or motivations and can be wrongly conflated with these to incorrectly inform decisions. The overfocus on last-click data has trained entire industries to chase performance over perspective, ignoring, as a <a href=https://www.ama.org/"https:////www.fastcompany.com//91230178//beyond-last-click-attribution-unlocking-true-incrementality-for-advertisers/">Fast Company<\/em> article<\/a> points out, earlier touchpoints in the shopper journey.<\/p>\n\n\n\n<p>Clicks tell you what\u2019s easy to measure, not what\u2019s meaningful. When brands optimize only for what\u2019s trackable, they miss the deeper story surrounding the relationships, values, and motivations that actually sustain loyalty.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-what-today-s-audiences-really-expect\"><strong>What Today\u2019s Audiences Really Expect<\/strong><\/h2>\n\n\n\n<p>What\u2019s clear from the variety of research we conduct around the globe is that shopper motivations are shifting. Especially among younger audiences, brand purpose still matters, but integrity matters more. In some of our <a href=https://www.ama.org/"https:////forbusiness.snapchat.com//blog//build-better-brands-gen-z/">recent research<\/a> with Snapchat, we found that 70% of global Gen Zers say they would assign more status to a figure who advocates for causes on a global scale, and 60% said they only purchase items from brands whose values they agree with\u2014and Gen Z would also spend more when values align. <\/p>\n\n\n\n<p>It\u2019s not enough to say the right thing. People (especially Gen Z) are looking to see if your brand has lived those values consistently. They\u2019ve grown up in public forums, where taking a stand is the norm, and they expect the same from brands. Authenticity, consistency, and action now define credibility.<\/p>\n\n\n\n<p>So where do marketers start?<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Listen deeply. <\/strong>Go beyond what consumers say to how they feel. Emotion reveals the \u201cwhy\u201d behind behavior and gives marketers richer direction than surface-level opinions ever could.<\/li>\n\n\n\n<li><strong>Widen your focus.<\/strong> Stay curious and open to the unexpected. Insights have the most impact when you look past assumptions and allow patterns, tensions, and surprises to emerge naturally.<\/li>\n\n\n\n<li><strong>Use technology and AI to speed the process, not skip the thinking. <\/strong>AI can process the data faster, but meaning still comes from human interpretation. Use it to clear the noise so your team can spend more time connecting dots and telling stories that matter.<\/li>\n\n\n\n<li><strong>Rethink what you measure.<\/strong> Trade \u201cclicks\u201d for comprehension, understanding not just when people act, but how and why they decide. That\u2019s the kind of knowledge that builds lasting relationships, not just temporary results.<\/li>\n<\/ul>\n\n\n\n<p>At the end of the day, insights are about empathy. Whether you\u2019re a researcher or a marketer, your job is to understand people in all their beautiful, irrational complexity. Let them talk. They\u2019ll tell you everything you need to know.<\/p>\n","post_title":"Let People Talk: Rediscovering the Human Side of Marketing Insights","post_excerpt":"","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"let-people-talk-rediscovering-the-human-side-of-marketing-insights","to_ping":"","pinged":"","post_modified":"2026-01-27 13:43:25","post_modified_gmt":"2026-01-27 19:43:25","post_content_filtered":"","post_parent":0,"guid":"https:\/\/www.ama.org\/?post_type=ama_marketing_news&p=220341","menu_order":0,"post_type":"ama_marketing_news","post_mime_type":"","comment_count":"0","filter":"raw"},{"ID":158281,"post_author":"73287","post_date":"2024-05-28 12:08:57","post_date_gmt":"2024-05-28 17:08:57","post_content":"\n<p>Artificial intelligence (AI) has marketers buzzing\u2014but across industries, marketers and insights professionals are struggling to successfully leverage AI.<\/p>\n\n\n\n<p>Knowing that effectively distilled and deployed insights act as the seeds of growth,<sup>1<\/sup> the AMA and Kantar <a href=https://www.ama.org/"https:////www.kantar.com//campaigns//insights2030//download-report/" target=\"_blank\" rel=\"noreferrer noopener\">surveyed<\/a> 606 marketers to understand where and how AI is used in insights development today, what roles it may displace, and, in turn, what skill sets organizations should prioritize to maximize the benefit created by insights professionals and AI tools.<\/p>\n\n\n\n<p>The research reveals that while there is broad excitement for AI and a sense that there are specific actions AI can perform effectively, marketers feel AI is actually less suited to solve the top challenges facing insights teams today: crafting insights-backed stories and activating new ideas with relevant business leaders.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-insights-development-key-challenges\">Insights Development: Key Challenges<\/h2>\n\n\n\n<p>The insights development process comes in many shapes and forms but broadly follows a similar pattern after a problem is clearly defined:<\/p>\n\n\n\n<ol>\n<li><strong>Data Assessment<\/strong>: Insights teams build a sense of understanding of all the data they have collected.<\/li>\n\n\n\n<li><strong>Insight Distillation<\/strong>: The data is analyzed and transformed into actionable insights with the aim of answering one or more key business questions.<\/li>\n\n\n\n<li><strong>Activation<\/strong>: Insights are firmly linked to business strategies and presented in compelling stories that encourage stakeholder adoption and activation.<\/li>\n<\/ol>\n\n\n\n<p>The top three challenges insights professionals face (when sufficient, quality data is available) are not found in the data assessment phase. They\u2019re found in the transition from insight distillation into the activation phase: connecting the dots across multiple data sources to reveal the bigger story, crafting that story, and gaining stakeholder buy-in on the result (see Exhibit 1).<\/p>\n\n\n\n<figure class=\"wp-block-image alignwide size-large\"><img src=https://www.ama.org/"https:////www.ama.org//wp-content//uploads//2024//05//Kantar_AMA_Exhibit-1_for-web.png?resize=1024,528\%22 alt=\"Bar graph showing top challenges when distilling and actioning insights from multiple sources, ranging from 51 percent for connecting dots across sources to 20 percent for being overwhelmed with data. The three main challenges noted in the text are highlighted.\" class=\"wp-image-158348\"\/><figcaption class=\"wp-element-caption\">Exhibit 1<\/figcaption><\/figure>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-the-current-use-of-ai-for-insights\">The Current Use of AI for Insights<\/h2>\n\n\n\n<p>Today, 23% of marketers state they have AI capabilities built into their insights processes and are actively using them. This usage is commonly found in the initial data assessment phase of insights development (see Exhibit 2).<\/p>\n\n\n\n<figure class=\"wp-block-image alignwide size-large\"><img src=https://www.ama.org/"https:////www.ama.org//wp-content//uploads//2024//05//Kantar_AMA_Exhibit-2-_for-web.png?resize=1024,529\%22 alt=\"Bar graph showing how AI is being used in organizations, ranging from 44 percent for generating new ideas to 9 percent for gaining stakeholder buy-in. Four prominent uses are highlighted: navigating large amounts of data, identifying points of interest in data, organizing data to be actionable, and describing data and information.\" class=\"wp-image-158352\"\/><figcaption class=\"wp-element-caption\">Exhibit 2<\/figcaption><\/figure>\n\n\n\n<p>This corresponds with how marketers are currently interested in leveraging AI: while there is broad interest in using AI across almost all use cases, marketers are most interested in using AI to tackle their lower-order challenges around assessing and managing data (see Exhibit 3).<\/p>\n\n\n\n<figure class=\"wp-block-image alignwide size-large\"><img src=https://www.ama.org/"https:////www.ama.org//wp-content//uploads//2024//05//Kantar_AMA_Exhibit-3_for-web.png?resize=1024,586\%22 alt=\"Bar graph showing levels of interest in development of AI for marketing use cases in organizations, ranging from 76 percent for navigating large data amounts to 50 percent for understanding consumers\u2019 human side. The same four uses highlighted in Exhibit 2 are highlighted again, now at 68 percent to 76 percent.\" class=\"wp-image-158353\"\/><figcaption class=\"wp-element-caption\">Exhibit 3<\/figcaption><\/figure>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-ai-usage-in-the-future\">AI Usage in the Future<\/h2>\n\n\n\n<p>While today\u2019s AI usage and interest intersect in the early stages of the insights process, perceptions of AI capabilities indicate that there is appetite for AI to be deployed beyond data assessment, into areas where it may outperform people (see Exhibit 4).<\/p>\n\n\n\n<figure class=\"wp-block-image alignwide size-large\"><img src=https://www.ama.org/"https:////www.ama.org//wp-content//uploads//2024//05//Kantar_AMA_Exhibit-4_for-web.png?resize=1024,602\%22 alt=\"Bar graph showing which is better at various use cases: people or AI or equal. AI is shown as best at navigating large amounts of data (78 percent); people are best at understanding the human side of consumers (84 percent).\" class=\"wp-image-158354\"\/><figcaption class=\"wp-element-caption\">Exhibit 4<\/figcaption><\/figure>\n\n\n\n<p>In the future, AI may aid in the transition from insight distillation to activation. There is interest in deploying AI against a top challenge: <em>connecting the dots across different data sources for the bigger story<\/em>. While only 15% of respondents state they are currently using AI in this capacity, 72% stated they are interested in doing so, and 49% of respondents think AI is already better than people at performing this task, compared with 29% who think people are superior.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-what-does-this-mean-for-how-organizations-compete\">What Does This Mean for How Organizations Compete?<\/h2>\n\n\n\n<p><a href=https://www.ama.org/"https:////www.ama.org//marketing-news//the-imperative-of-marketing-imagination///" target=\"_blank\" rel=\"noreferrer noopener\">Insights 2030<\/a> and <a href=https://www.ama.org/"https:////hbr.org//2016//09//building-an-insights-engine/" target=\"_blank\" rel=\"noreferrer noopener\">Insights 2020<\/a> research showed that the competitive advantage separating leading and lagging insights teams lies in the ability to transform data into actionable strategy. Leading organizations have processes and tools in place, now including AI, that free them to focus on strategic priorities and challenges rather than exerting effort on less valuable tasks.<\/p>\n\n\n\n<p>Developing and leveraging an insight to change opinions and business strategies\u2014activating it\u2014is a challenge and strategic priority where marketers feel AI is ill-equipped to help:<\/p>\n\n\n\n<ul>\n<li>76% of respondents believe it is somewhat or extremely difficult to <em>gain stakeholder adoption of new data or insights<\/em>, and 75% feel this is a problem better solved by people over AI.<\/li>\n\n\n\n<li>Similarly, even though there is some usage of AI in these areas, respondents think that <em>telling compelling stories based on insights<\/em> and<em> developing strategies based on insights<\/em> are also better accomplished by people (73% and 63% respectively).<\/li>\n<\/ul>\n\n\n\n<p>Marketers are adopting AI to better assess their data and are hopeful that it can help them connect dots across multiple data sources. But activating insights, which includes some of the biggest, mission-critical challenges insights professionals face, remains a human skill set.<\/p>\n\n\n\n<p>Organizations can\u2019t remain on the sidelines as their competitors begin leveraging AI. The adoption of AI to handle lower-order challenges may further the divide between organizations. Leading companies that have already deployed AI to help with data assessment can focus their people on developing activation skill sets that drive business success. Laggers, on the other hand, must spend time on data assessment tasks, which may be important but don\u2019t directly drive business outcomes. Regardless of your current state of business, if you\u2019re afraid of being left behind, consider how AI can be leveraged in your own data assessment phase\u2014the common place to start.<\/p>\n\n\n\n<hr class=\"wp-block-separator has-alpha-channel-opacity\"\/>\n\n\n\n<h4 class=\"wp-block-heading\" id=\"h-footnote\">Footnote<\/h4>\n\n\n\n<p>1. Kantar, \u201cInsights 2030: The Imperative of Imagination,\u201d <a href=https://www.ama.org/"https:////www.kantar.com//campaigns//insights2030//download-report/" target=\"_blank\" rel=\"noreferrer noopener\">https:\/\/www.kantar.com\/campaigns\/insights2030\/download-report<\/a>.<\/p>\n","post_title":"Reality Check: AI Will Probably Not Solve Your Biggest Insights Challenges","post_excerpt":"","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"reality-check-ai-will-probably-not-solve-your-biggest-insights-challenges","to_ping":"","pinged":"","post_modified":"2024-05-29 10:00:31","post_modified_gmt":"2024-05-29 15:00:31","post_content_filtered":"","post_parent":0,"guid":"https:\/\/www.ama.org\/?post_type=ama_marketing_news&p=158281","menu_order":0,"post_type":"ama_marketing_news","post_mime_type":"","comment_count":"0","filter":"raw"}]" />

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