Can AI do a better job than humans at gauging the feelings of consumers?
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While Steve Jobs famously decried the value of focus groups and other mechanisms for gauging the feelings of consumers, they remain a popular tool for many companies. They remain something of a blunt tool, however, and new research suggests that AI could do a better job, both in terms of the efficiency but also the quality of consumer insights delivered.
The research, which was conducted by a team from MIT, utilized machine learning to make sense of user-generated content, such as reviews, social media, and blogs to provide an insight into the needs, preferences, and attitudes of consumers.
This has been an option for many years, but concerns have been raised about the quality and reliability of social media data.
