In this episode of Getting to Aha!, Darshan Mehta connects with Stephen Phillips, Founder and CEO of Zappi, an agile consumer insight platform. Join them as they explore the transformative impact of artificial intelligence (AI) on market research. Stephen shares his journey from the early 1990s to leading innovative consumer insights solutions, emphasizing the critical role of AI in interpreting emotional context and enhancing decision-making.

Discover the common pitfalls in understanding insights, the importance of structured data, and how AI can balance creativity with market relevance. Stephen also introduces his book, “The Consumer Insights Revolution,” co-authored with industry leaders, which serves as a playbook for brands looking to digitize their insights. Tune in to gain valuable insights into the future of market research and the collaboration between human creativity and AI!

Stephen Phillips is the Founder of Zappi and Chair of the MRS Sustainability Council. As a pioneer in the insights industry, Zappi empowers creators globally by leveraging data and AI to enhance market research capabilities. Stephen has dedicated significant time to developing AI-first models that extract valuable insights from research data while advocating for sustainable practices in the insights field. With experience spanning four continents, he specializes in international research and is a published expert in Behavioral Economics. Stephen's accolades include the ESOMAR Best Paper and MRS Conference’s Best New Thinking awards. His upcoming book, The Consumer Insights Revolution, co-authored with industry leaders, aims to redefine market research for consumer-centric organizations.

KEY TAKEAWAYS

👉  Stephen reflects on his early career in market research, detailing how his experiences in Asia and New York influenced his understanding of consumer insights.

👉  Stephen explains consumer insights and emphasizes their role in guiding actionable business decisions rather than causing analysis paralysis.

👉  The discussion covers frequent pitfalls organizations face, including conflating data with insights and resisting changes in methodologies.

👉  Stephen introduces the transformative role of AI in market research, highlighting its ability to interpret emotional context and automate various processes.

👉  Stephen elaborates on the complexities of aligning various data systems to create adequate datasets for AI applications in market research.

👉 The conversation emphasizes the necessity of human involvement in AI-driven insights, particularly in understanding brand context and ensuring relevancy

👉 Stephen shares his optimistic view on the future of AI in market research, addressing the challenges of human collaboration with AI to maximize outcomes.

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And connect with the host and guests here:
Darshan Mehta on Linkedin - https://www.linkedin.com/in/darshan--mehta
iResearch website - https://iresearch.com
Stephen Phillips on LinkedIn: https://www.linkedin.com/in/steve-phillips-2121ab/
Zappi Website: https://www.zappi.io/web/