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It’s crazy how easy it is to get stuck in a rut doing our research routines. For instance, looking in the same places, using the same words, going through the motions. It takes time to find the relevant data needed to keep up with the daily changing market and its consumers. Thankfully, Qual conferences provide a space for brands from around the world to gather together to learn from each other, network and discover new insights and innovations. At our most recent Qual360 conference, we heard a client case study presented by Salomon activewear and Below is a short summary of their case study, what they were able to accomplish, and what they were able to teach those in attendance about using AI to elevate qualitative research.

Using AI is more human than we think

Imagine being able to cover consumer research for a new segment in a global brand in 2 weeks or less! That is exactly what Salomon and partnered up to do. All the research they needed was already available somewhere online. With the right AI, brands can tap into all available information in a very short amount of time. How this process looks is nothing new. It begins by identifying the question at the heart of the growth challenge, then using human analysis, accelerated by AI, to access global sources and explore patterns to make connections and define opportunities. 

Using AI as a catalyst for consumer research

At our recent Qual360 conference Salomon and walked us through their case study where they used AI to define a new audience for their global brand in less than two weeks. Using human insights the AI was able to group together patterns in consumer buying behavior and demographics. Salomon was then able to define a new audience. They were also able to start looking at their customers more like real people and less like players or lookers. They transitioned from looking only at their skiing consumers to looking at their consumers as a whole.

Using AI to define emotional drivers in consumer behavior

The ability to start looking at these overlaps not only affected the marketing department but all the company departments. The AI was able to help them see united emotional drivers behind consumer behaviors. They were then able to use this innovation to re-segment their target audience in an efficient way that allowed them to find more customers. Being able to start incorporating AI will change the way brands perform qualitative research and as a result, will act as a catalyst for research-based projects.

View the full presentation below:


We would love to have you at our next Qual360 NA conference coming up this March 8-9, 2022 in Washington D.C. Let’s come up with new insights, solutions, and innovations together. Follow this link to register now!

Check out related articles:

Combining Technology and In-depth Qual to Improve OTT Experiences

The customer driven playbook by Microsoft

Introducing the consumer closeness programme at Reckitt Benckiser: Getting stakeholders closer to consumers

QUAL360 North America, March 8-9, 2022 Washington D.C. Using AI, AI in qualitative research

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Hazel Loh

Hazel Loh is the Marketing and Partnership Manager at Merlien Institute. She has over 10 years of experience in the field of corporate events. She is directly involved in Strategic Partnerships, Content Management and Digital Marketing including Search Engine Optimization, Social Media Marketing and Email Marketing.

View all posts by Hazel Loh →

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