Will AI replace insight professionals, or make them better at what they do?
An organization’s ability to make insight-based decisions is instrumental as they seek to define the “new normal”. We’re sure most business professionals would agree to this.
But does “Insight professionals” have a role to play in the future, or will they soon be replaced with AI, like Chat GPT?
We ended up having exactly this conversation with a client recently. The client said yes, and we were hesitant – hoping that human curiosity always will be one step ahead of AI (we believe insight professionals are curious by nature).
So, we made a bet and agreed to put AI to the test.
The task. Identify a new concept for Telco by answering a set of questions that facilitates any market driven innovation initiative:
Why do people buy this category?
What does a decision tree look like?
How to drive loyalty?
How do we segment the in-market consumer?
Where do we need to deliver over competition?
How do we find a unique positioning that has some relevance?
Which could a value segment be?
What does a media target profiling look like?
Who should be the ambassador of the brand and launch?
Commercialization, how do we disrupt the market?
What does a creative campaign for our launch look like?
We spent 45 minutes asking Chat GPT these questions, and below are the answers:
Q: Explain the fundamental meaning of telecommunication services to Northern European consumers (Why do people buy this category?)
Chat GPT: Overall, telecommunication services are an essential aspect of modern life for Northern European consumers, providing connectivity, information, and entertainment, as well as supporting economic growth, public services, and social interactions.
Q: Which top 3 needs do Telecommunication account for among Northern European Consumers? (What does a decision tree look like?)
Chat GPT: These top three needs of communication, information access, and work and business demonstrate the critical role of telecommunication services in meeting the daily needs of Northern European consumers.
Q: What are the unmet needs in the category (How to drive loyalty?)
Chat GPT:
Affordable and reliable internet connectivity
Personalized customer service
Simplicity and transparency in pricing
Data privacy and security
Accessible and easy-to-use technology
Q: Which are the typical Shopper Missions within Telecommunication? (How do we segment the in-market consumer?)
Chat GPT:
Purchasing a new device
Upgrading an existing plan
Activating a new service
Troubleshooting or resolving issues
Seeking technical assistance or advice
Q: Which top 3 Pain Points does Northern European Consumers experience when using Telecommunication? (Where do we need to deliver over competition?)
Chat GPT: Overall, connectivity issues, security and privacy concerns, and customer service are the top three pain points that Northern European consumers can experience when using telecommunication services. Addressing these issues can improve the overall user experience and increase consumer trust in telecommunication services.
Q: Now identify a brand position within the Northern European Telecommunication market that is not taken by another brand and that is based on consumer’s needs (How do we find a unique positioning that has some relevance?)
Chat GPT: A brand position within the Northern European Telecommunication market that is not taken by another brand and is based on consumer needs could be a telecommunication provider that focuses on providing environmentally sustainable services and products.
Q: Who is the typical consumer for telecommunication brand that focuses on providing environmentally sustainable services and products (Which could a value segment be?)
Chat GPT: Overall, the typical consumer for a telecommunication brand that focuses on providing environmentally sustainable services and products would be environmentally conscious, tech-savvy consumers in Northern Europe who are passionate about sustainability and actively seek out brands that prioritize sustainability.
Q: Explain the socio demographic profile of this consumer (What does a media target profiling look like?)
Chat GPT: Overall, the socio-demographic profile of the consumer who is interested in a telecommunication brand that focuses on providing environmentally sustainable services and products in Northern Europe is likely to be young, well-educated, relatively affluent, urban, or suburban, health-conscious, and value-driven.
Q: Find a Swedish/international/business celebrity that fits the profile (Who should be the ambassador of the brand and launch?)
Chat GPT:
Greta Thunberg
Leonardo di Caprio
Sir Richard Branson
Q: Find a new business model for a telecommunication brand that focuses on providing environmentally sustainable services and products (Commercialization, how do we disrupt the market?)
Chat GPT: One potential new business model for a telecommunication brand that focuses on providing environmentally sustainable services and products is a subscription-based service that offers carbon-neutral communication and connectivity /…/ Overall, this business model could provide a way for a telecommunication brand to prioritize environmental sustainability while also creating a new revenue stream and attracting a new segment of consumers.
Q: Come up with a creative communication idea for telecommunication brand that focuses on providing environmentally sustainable services and products (What does a creative campaign for our launch look like)
Chat GPT: One creative communication idea for a telecommunication brand that focuses on providing environmentally sustainable services and products could be to launch a "Green Pledge" campaign. /…/ The campaign would encourage customers to take a pledge to reduce their carbon footprint and make environmentally sustainable choices in their daily lives. The brand could create a landing page where customers can take the pledge and learn more about how to reduce their carbon footprint /…/ To promote the campaign, the telecommunication brand could use a variety of marketing channels, including social media, email marketing, and influencer partnerships. The brand could also create a series of videos featuring influencers and celebrities taking the Green Pledge and sharing tips on how to reduce one's carbon footprint.
That was Chat GPT answering 11 fundamental market driven innovation questions. In 45 minutes.
We can agree that there are more to do, especially data capturing (sizing of target, concept validation, optimal price etc.) but the content above is quite close to some ideas that you would expect from the first few warm up ideations and data gathering.
Work that traditionally would take much more time than 45 minutes in any mid-size to large organization.
So, what about the bet. We still do not believe the client is right, even though AI is a great tool for any curious Insight professional (and others of course) who believe hypothesis based- and “exploratory approaches” is the way forward to define the “new normal”.
Exciting times ahead! Don’t you agree?
PS. We know as of now that ChatGPT is not connected to the internet, and it can occasionally produce incorrect answers. It has limited knowledge of world and events after 2021. We also know that subject to the Content Policy and Terms, we own the output we create with ChatGPT, so it is ok to reprint above as we did.
