We’ve reached a significant milestone in our project with C+R Research, a leading institution in the market research industry, on using AI to synthesize segment insights. Details of our cooperation, context and the future are laid down in this article.

Companies Backgrounds

OpinioAI provides an advanced AI-powered market research platform that synthesizes data using synthetic personas and segments. Our innovative solutions empower businesses to engage deeply with complex consumer data, unveiling actionable insights, on a scale, instantly. 

C+R Research is a venerable institution in the market research industry, boasting over 60 years of delivering robust analysis and insights. Recognized for their unyielding dedication to quality and comprehensive client service, they offer deep perspective and actionable insights thanks to their seasoned oversight on every project. Known for their pioneering contributions to market research and a “whatever it takes” culture, C+R stands as a beacon of innovation and client commitment in the industry.

Business Challenge

C+R Research has a long and rich history conducting segmentation research. One of the success factors for a methodologically sound segmentation study is the proper socialization of the segmentation among the stakeholders. Their goal was to adopt a cutting-edge solution that could achieve that socialization and make the segments “up close and personal”.  

Implementation of Solution

OpinioAI and C+R Research collaborated to develop an advanced synthetic persona framework in OpinioAI’s platform. This innovative approach was aimed at applying complex segment data from C+R’s research, capable of creating incredibly detailed personality profiles that emulate real consumer responses within specific market segments; initially focusing on vodka consumers.

The tool’s effectiveness was tested through its application to hypothetical product concepts, like pre-mixed vodka cocktails, wherein different consumer personas provided distinct insights based on their defined character traits.

Results and Impact

This advanced approach led to the numerous insight-nuggets like:

• “Refined Vodka Lovers” preferred the authenticity of mixing their own drinks, highlighting a market segment favoring premium ingredients and traditionalism.”
• “Party Lovers” enjoyed the convenience of pre-mixed options, representing a segment interested in innovation and ease of consumption.

These insights provided C+R Research with a powerful way to gauge  the reception of new product offerings across different consumer segments within the category.

Customer Feedback

Patrick Panzenboeck, Chief Technology Officer at C+R Research, lauded the project: “The synthetic personas engineered by OpinioAI have revolutionized how we simulate consumer behavior. This tool has the potential to not only refine our predictive capabilities but also shows a way to enhance our service delivery, enriching our client relationships through robust, dynamic, and actionable insights. We are eagerly exploring broader applications and anticipate the potential of integrating OpinioAI’s persona chats tailored to specific market segments, which will offer unprecedented access to evolving insights.”

Future Outlook

Encouraged by this success, C+R Research is expanding the use of synthetic personas across more categories and exploring the development of “living” segmentation deliverables including segment-specific AI chatbots, facilitating easy and cost-effective access for their clients to continual market insight adaptations.

Conclusion

The collaboration exemplifies how AI-driven technologies can dramatically enhance the analytical capabilities of market research firms. C+R Research has not only enhanced their methodological toolkit but also discovered innovative ways to generate new insights and consume the research output, reinforcing its position as a leader and innovator in the market research industry.