Combining the science of data and the art of human understanding

Combining the science of data and the art of human understanding – MRMW APAC 2023 Highlight

 

As we prepare for MRMW APAC 2024, we re-live some of the highlights of our 2023 conference. One of the most highly rated presentations was by Patet Amparo from Procter&Gamble, who discussed how to bridge data science and human understanding.

Combining the science of data and the art of human understanding

Patet Amparo, Senior Director, Human and Behavioural Sciences & AMA Insights, Procter & Gamble

 

You can find all MRMW conference recordings for free in our video section!

Video transcript below (This is an AI generated summary. There may be inaccuracies.)

Combining human understanding and the science of data

In the video titled “Combining the science of data and the art of human understanding Patet Amparo,” the speaker discusses the importance of consumer centricity in business and the role of technology in deepening consumer understanding. The speaker, who works for P&G, emphasizes that understanding consumer problems, delight, and context is essential to winning in the market and that technology has enabled more in-depth consumer analysis through various data sources.

The use of AI, virtual reality, and the Internet of Things (IoT) in consumer behavior analysis is highlighted for its potential to change the way we do analytics and insights, reduce bias in decision-making, and enable behavior-based truths. Despite technology’s advancements, empathy and curiosity remain crucial components of the process, as shown through examples of identifying consumer problems and developing innovative solutions based on data and human understanding. The speaker also emphasizes the importance of continuous learning and personal growth to keep up with the ever-evolving technology and consumer insights.

In this section of the YouTube video titled “Combining the science of data and the art of human understanding Patet Amparo,” the speaker discusses the importance of consumer centricity in business, emphasizing that despite the ever-changing market and consumer needs, this principle remains constant. The speaker argues that access to data is accessible to all, but consumer insights, which involve deep understanding of consumer problems, delight, and context, are essential to win in the market. She shares that P&G, the company she works for, discovers and drives insights through a combination of human data and technology, starting with understanding consumer problems and contexts before collecting data. The speaker underlines the importance of curiosity and empathy in this process.

In this section of the YouTube video titled “Combining the science of data and the art of human understanding Patet Amparo,” Patet shares how technology has enabled more in-depth consumer understanding through various data sources. He talks about the transformation from traditional surveys to open-ends and the power of unstructured data, specifically passive consumer responses. Patet provides an example of how her team leveraged data about shrinking home sizes in Southeast Asia to understand how consumers’ behaviors changed. As homes became smaller, families had to find solutions for indoor drying during rainy seasons to avoid musty smells.

Realizing the problem consumers were trying to solve, Patet’s team discovered a significant opportunity in the market for indoor drying solutions. By combining data with human understanding and context, Patet and her team were able to identify trends and create innovative solutions, highlighting the importance of technology in advancing the consumer understanding space.

In this section of the video titled “Combining the science of data and the art of human understanding Patet Amparo,” the speaker discusses the importance of understanding consumer struggles and context to develop effective solutions, using the example of small homes and rainy days. The speaker then shifts the focus to technology and its role in developing and applying insights, specifically AI, virtual reality, and the Internet of Things (IoT).

These technologies, according to the speaker, are passive observation data in context and precise, but the real excitement lies in how they could change the way we do things in analytics and insights, as well as from a business team standpoint. Key implications include changing the economics of iteration, enabling behavior-based truths, and reducing bias in decision-making. Additionally, the speaker mentions that these technologies come in platforms, apps, or software with a decreasing cost per use, incentivizing experimentation and iterative learning.

In this section the speaker discusses how technology and AI are enabling faster and more cost-effective consumer behavior analysis and iterative improvements for one of the world’s largest advertisers. They emphasize the importance of using these tools intentionally for consumer understanding and maintaining the focus on the story and person behind each data point. The speaker shares an example of quantifying a consumer frustration, such as trying to extract the last drop from a container, using technology for more precise contextual insights. They also stress the importance of maintaining human empathy and curiosity in the process.

In response to a question, the speaker discusses the evolution of human consumer insight at Procter & Gamble (PNG) in the context of advancing data and technology. They mention the increased ability to connect with consumers from a distance during the pandemic and the importance of using technology to gain contextual and precise insights to understand their consumer problems.

In this section of the YouTube video titled “Combining the science of data and the art of human understanding Patet Amparo,” the speaker discusses how technology aids in connecting with consumers remotely while maintaining a qualitative approach. He emphasizes that despite technology’s advancement, the foundation of human connection remains the same. Personal growth and continuous learning are crucial to keeping up with the ever-evolving technology and consumer insights. Throughout her career, the speaker has adopted various roles that offered distinct learning experiences and has incorporated podcasts, books, and industry conferences to expand his knowledge. He also explores the potential of AR/VR technology and its impact on data collection and consumer understanding, expressing curiosity about its future evolution.

 

Join speakers from Google, IBM, Standard Chartered, Gojek, DBS, Linkedin, Unilever, Johnson & Johnson, Coca Cola, Spotify, Mondelez, Haleon, Carsome, Foodpanda and many more at MRMW APAC 2024. The conference is taking place in Singapore on April 17&18. Tickets are available at http://apac.mrmw.net.

Author

  • Jens Cornelissen

    Jens Cornelissen has been writing for over two decades – initially for general newspapers in his home country Germany. After receiving an MA degree in Communications, he joined a new media start-up in Amsterdam as consultant on new media technologies and country editor for two daily newsletters. In his current day job, Jens runs the global conference division for Merlien’s dedicated marketing research events. Jens is a trained journalist with a BA in Journalism from Westminster University in London and has authored several media industry reports and articles on mobile and media technology.

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Jens Cornelissen

Jens Cornelissen has been writing for over two decades – initially for general newspapers in his home country Germany. After receiving an MA degree in Communications, he joined a new media start-up in Amsterdam as consultant on new media technologies and country editor for two daily newsletters. In his current day job, Jens runs the global conference division for Merlien’s dedicated marketing research events. Jens is a trained journalist with a BA in Journalism from Westminster University in London and has authored several media industry reports and articles on mobile and media technology.

View all posts by Jens Cornelissen →

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