AI Powered Insights - Marketing Research Reconfigured

Abstract

The market research industry has excelled at the lower levels of the Wisdom Pyramid—collecting data and packaging it as information. We have even produced considerable knowledge by identifying correlations, segmenting populations, and tracking changes over time. But too often the translation into insights, in the sense of clear guidance for business action, has been missing.

Generative AI is reshaping how marketing research is conducted, shared and scaled. This presentation explores how AI-powered tools transform the analytics that drive insights and actually produce advice and generate content including Ads.

This talk will answer the following questions around customer insights powered by AI:

• What are customer insights?
• When should we use them?
• How are they produced?
• Who can benefit from them?
• Why do we need them?

About the speaker

Michalis is the founder and CEO of listening247 by DigitalMR Ltd., a London-based tech company specializing in artificial intelligence for unstructured data analytics, research, and Ad creation. He has garnered multiple prestigious awards and is recognized as an influential figure in the industry.

Michalis has authored numerous eBooks and articles that have contributed to the advancement of using AI in market research, customer experience management (CXM), social listening and analytics, text and image analytics, and the establishment of online communities for brands. His first book on AI Powered Insights will be published in 2025 by Routledge (Taylor & Francis Group New York).

Educated at T.U. Berlin, where he earned a master’s degree in aerospace engineering, Michalis supplemented his technical background with business training at Harvard Business School and London Business School. His passion for research has been ingrained in him early on, and he has had the privilege of living and working in various countries, including the USA, UK, Germany, Poland, Hungary and Cyprus.

Prior to his entrepreneurial journey, Michalis held a role as a corporate executive in market research, serving as the Synovate Managing Director of CEE and after that he headed up the first global online research division of Synovate out of Chicago.

Michalis continues to lead listening247 in the field of artificial intelligence, data analytics and advertising & communications.