Machine Learning: When Primary Research Becomes Secondary

Do you default to primary research to gather qualitative insights? That may not always be necessary. Increasingly, cutting edge machine learning algorithms mine existing data for rich qualitative insights that can be used to inform new product development and improve marketing messaging. These algorithms can mine thousands of records from a wide range of data sources including online product reviews, user forums, call-center data, and open-ended survey responses.

This webinar will provide an overview of how machine learning can be used to uncover actionable insights quickly and cost-effectively.

During the webinar we will:

  • Explore when machine learning is appropriate
  • Provide detailed tips for how to integrate machine learning into your research toolkit
  • Demonstrate how the insights gathered through machine learning compare to those gathered through primary research
  • Discuss a case study detailing how machine learning can be used to uncover critical consumer insights
AMS Presenter: Carmel Dibner
Time: 22:43