CREATING OUR ‘CYBORG’
Jaguar Land Rover (JLR) are constantly exploring new ways to gather customer insight. Combined with a tightening of belts in recent years this has meant an ever-increasing need to assess the value for money of insight spend. Consequently, JLR wanted to explore the viability of reducing the high cost associated with its emotional brand tracking inputs. So, four years ago, MM Eye began a journey to create a more efficient solution – could an AI solution take on the heavy lifting done by human coders – could it be done, could the level of detail needed be retained and could the existing high precision & quality be matched?
The journey started by reviewing off the shelf products & ended with development of a new, bespoke & transferable ‘Cyborg’ system (a human-machine pairing). JLR’s emotional inputs have never looked so good!
Watch our video presentation from the recent Market Research Society AI | Data | Analytics Virtual Summit where we, together with our client JLR, take you through the process.