AI Insights Identify Consumer Needs -
Before Consumers Do

CHALLENGEFor decades, product developers have relied on consumer feedback. In surveys, panels, and focus groups, consumers share what they like about a product and its packaging, how they use the product, and what they’d like to change about it. These conversations have served as our inspiration for decades.

Over time, we’ve integrated advanced modeling and analyses to learn even more about the feedback we’ve received. That’s how we identified an interesting challenge: the data shows that sometimes it’s difficult for consumers to self-identify their own behaviors, meaning that what people say doesn’t always match what they do.

When it comes to product development, this means that understandably, we, as consumers, may not be aware of our own needs as we use a product.

SOLUTION

This is where artificial intelligence (AI)-activated insights reveal potentially hidden answers in product-usage patterns by letting the data speak for itself. For example, when people are asked how long they spend brushing their teeth, most say: “two minutes.” However, after analyzing in-use data from study participants, we know that the average person brushes for only 47 seconds. Knowing this helps us develop better products for dental health because we’re able to fine-tune formulations and products to provide maximum benefits based on the most common use.