Yali Sassoon

My amazing colleagues in the Innovation Network Eileen Irvin, Marzieh A. and Steven Ginnis have completed an amazing project called Marginal Moments, a Gen AI research and development initiative leveraging synthetic AI personas to predict voter trends in the lead-up to the 2024 UK general election. Our team created five personas of undecided voters, grounded in real electoral data, to track their evolving voting intentions in response to campaign materials. The results were fascinating and insightful, mirroring real-world voting patterns and providing a deeper understanding of voter behaviour. Please check it out and have a think about future applications of this methodology in social research! 🎉👏 #TeamSuccess #Innovation #AIResearch #ElectionInsights #SyntheticRespondents

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I'm very much looking forward to Quirk's Media London tomorrow and Thursday. Clare Michelmore and I are first on the agenda at 10am in room 5 tomorrow presenting about "Scaling the why: How Kimberly Clark is using conversational AI to blend qual with quant". Kathy Cheng and I will be on the inca | Nexxt Intelligence stand (#706) for the duration of the event so if you're attending please come and say hello. #conversationalai #insights #marketresearch

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Data quLity is one of the biggest threats the research sector faces - follow our new podcast from Research Live Market Research Society (MRS) for more in depth insights into the subject

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Another reason we need Bayesian models and experiments in marketing mix models...new blog post on a brilliant new paper. https://lnkd.in/e-VCm-8t In 'Your MMM is Broken: Identification of Nonlinear and Time-varying Effects in Marketing Mix Models', Dew et al describe how standard MMMs can conflate diminishing returns and time-varying effects, leading to suboptimal spend recommendations. The paper demonstrates how Bayesian models and experiments can be used to mitigate this issue. Thanks Simon Raper and Karl Weaver for sharing! #BayesianMMM Your MMM is broken pre-print: https://lnkd.in/eJpN9-cY

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5 lessons on attention to transform your creative. Earlier this year Kantar was part of the ARF’s ongoing Attention Validation Initiative where we assessed 40 TV and digital ads. In this article, Paul McClean shares what we learned in the process and how it can help you maximise attention effectiveness in your creative decisions. https://lnkd.in/gvfB-2A8 #Attention #CreativeEffectiveness

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This is a truly powerful example of a Semiotic Square, a core piece of output of many #semiotics projects Note how William Landell Mills picked positive binaries and labelled the quadrants to reveal frictions along the diagonal axes A Semiotic Square can indeed be a very effective springboard for culture-driven strategic thinking Chapeau William! Rob Drent SemioCentral #marketresearch #marktonderzoek #insight #culture #marketing #branding #marketingintelligence

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"No easy answers". Some analysis from me using Ipsos UK data that I presented at #CPC24 this week. Key point: 1 in 4 2019 Con voters stayed at home in July and those that did vote split in several different directions. Those switching to Reform and Labour both talk of change. But the key issues are different. Reform voters prioritise immigration / asylum whereas those switching from Conservative to Labour prioritise the NHS and public services. How the new Tory leader messages their offer key. Reform voters key for the Conservatives but to only target them risks wandering up a political cul-de-sac. More here https://lnkd.in/eY3tufBF

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NEW Ipsos MRP poll points towards a London disaster for the Conservatives https://lnkd.in/eC5bqQaX More on the nationwide projections, powered by new MRP analysis by Ipsos here https://lnkd.in/eJDc-ywB

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NEW Ipsos UK: Navigating the Storm 🌩️ Britain's upcoming #election will be influenced by #PublicServices concerns, amid economic, demographic, & climate changes. The IFS warns of potential post-election spending impacts. How parties address this remains uncertain. Understanding public views is crucial. We've got a report that dives into public opinion & major challenges the next #government will face. Find out more 👉 https://bit.ly/442zLP4  

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Our latest thought piece, The Great AI Divide, is now out! If you want to find out how much you know, and which group you're in, you can take our quiz here: https://lnkd.in/dFRC2n3S? Give me a shout if you'd like to see the full report!

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Leveraging Sawtooth Software tools increased profits by 31% for TGI Friday restaurants, as reported by Chris Moore of Ipsos UK at our recent preference modelling training in London. Specifically, Sawtooth's survey research tools with conjoint analysis were used to guide pricing. Conjoint analysis is also used for optimizing features in products/services. Recent companies that have shared how they use Sawtooth to help power their businesses include: Blizzard Entertainment, Microsoft, Bose, P&G, Universal Orlando and HEB. Sawtooth tools aren't just for conjoint analysis and MaxDiff...38% of Sawtooth customers report using Sawtooth's survey platforms exclusively for all their survey research needs. So, you can think about saving costs by moving all your survey research to Sawtooth. We don't charge per-complete fees. #sawtooth #conjointanalysis #surveyresearch #maxdiff #quantux

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Great discussion on the future of newsletter advertising. A few key takeaways: - Respecting the value of loyal audiences by utilising data. - Working with various levels of monetisation strategies. The panel: Boye Akolade (Fajinmi), Jesse Watkins, Jenny Rothenberg and Greg Van Horn. #TheNewsletterConference #FutureOfNewsletterAdvertising

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The final Ipsos UK voting intention poll of Election 2024 has dropped! It chiefly shows that despite Labour support slipping over the past week, the party maintains a large 18-point lead over the Conservatives. Voting intention is: 🔴Labour 37% 🔵Conservatives 19% 🟦Reform 15% 🟠Liberal Democrats 11% 🟢Greens 9% ⚫Other 10% The other main takeway from the polls is that nearly 3 in 10 voters say they might still change their mind. The Conservatives are holding on to less than half of their 2019 voters, with Reform UK the main beneficiaries. There is also evidence of higher than normal levels of tactical voting, with 17% of those picking a party saying they are doing so to keep another party out, as the party they support has little chance of winning in their constituency. Who will make the most capable PM? 36% think Keir Starmer would - but his ratings fell from 46% since last week, while 21% pick Rishi Sunak. Nearly 3 in 10, 28%, say neither. Charts, tables and more analysis on the Ipsos website https://lnkd.in/ecm6MJSU #GE2024 #Vote2024 #Politics #Polls

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A useful thread here of early observations on the rollout of SGE/AI overviews in Google search. There is more nuance than you might have taken from the announcement https://lnkd.in/e5T7p8t9

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There is growing commentary and noise globally about the power of synthetic data, some going so far as to suggest it will replace traditional evidence-forms sooner rather than later. When put in really simple terms, the role of research and insights professionals is to get as close as possible to the consumer and human truth to enable our clients and stakeholders to make informed, evidence-based decisions. Whilst synthetic data clearly holds hope for realising efficiencies, a key unanswered question is how far does it take us from the truth of the consumer and human behaviour we are seeking to understand? Given that most of our clients have earnt their place at the decision-making table by developing business stakeholder confidence and trust in the reliability and validity of the insights work they’re responsible for, we’ll all want to be very satisfied that we fully understand the magnitude of any potential loss to this in any move to synthetic. Are we going to see a separation form of those who are hyper-focused on efficiency above all else, versus those who remain determined to get the job done well? Many organisations conduct research to allow the voice of the customer or consumer to be heard, to drive a culture of customer and consumer centricity. Achieving this is contingent on speaking with actual people. While faster and eventually cheaper to curate, synthetic data will surely take us further from real people and real truths. A key question for us all to consider is what price are we willing to pay for efficiency? Right now we actually don’t know whether synthetic gets us 50% of the way to ‘accurate understanding’, whether it’s more toward the 80% so often touted as acceptable, or even higher. Gut feel says we need some more evidence here before getting too excited. Don’t get me wrong, I love the idea of synthetic data. It’s method of ‘construction’ appeals. The need it fills appeals. And aside from anything else, the very concept of it is just very very cool.  It also has some advantages.  Synthetic ‘participants’ don’t get tired. And they don’t change their behaviour or opinion when they can see they’re being observed. And it allows us to bounce from insights gained through traditional data in foundational studies (such as segmentation) to extremely quickly moving to synthetic-based follow up deep dives. I can see a future in which synthetic can help us at the fringe of our sampling, for example for hard to find audiences, and to help ensure diversity in our research audiences. And I remain open to the broader and more pervasive use of synthetic data once there we are all able to assemble and share more evidence as to its comparative reliability and validity, so informed decisions can be made as to the price that actually gets paid for hyper-efficiency. What do you think? #mrx #natureinsights #syntheticdata Sue York Ray Poynter Jason Dunstone Angus Hunter Jon Puleston Paul Carney

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📣 Is Panel Fraud the New Ad Fraud? In our latest article, we delve discuss the depths of this issue and reveal how Kantar is using AI and other advanced solutions to combat Panel Fraud. Don’t let your data be compromised. Stay informed, stay ahead. 👉 Read the Article https://lnkd.in/gEWXEtKn #Kantar #AI #DataQuality #MarketResearch #PanelFraud #AdFraud

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CMOs Embrace Generative AI Despite Knowledge Gap A new study by SAS and Coleman Parkes Research shows that while 90% of organisations plan to invest in generative AI by 2025, a similar percentage of CMOs admit they don't fully understand the technology's potential. This gap between ambition and understanding highlights the need for more education on AI’s capabilities in marketing​. If you're a CMO or work in marketing and want to understand how AI will impact your marketing department, click the 'Subscribe to Newsletter’ link in my profile. I curate The AI Marketing Newsletter, published weekly and it contains only the AI news you need to know about. Link to study in comments Link to newsletter in comments

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🚨RELEASED: FIRST IPSOS MRP🚨 Ipsos MRP estimates Labour could win 453 seats 🔴LAB 453 🔵CON 115 🟠LD 38 🟡SNP 15 🟢PC 4 🟦RFM 3 🟩GRN 3 20,000 participants surveyed online on the Ipsos KnowledgePanel Learn more 👉https://lnkd.in/eCr_wq34 Ipsos UK has published our first MRP model of the 2024 General Election. Ipsos’ MRP model is unique as it uses data collection from our online random probability Ipsos KnowledgePanel, with participants recruited via random unclustered address-based sampling, the gold standard in UK survey research. It is also the first such model to be produced with data collection taken entirely after Nigel Farage announced he was returning to lead Reform UK. Take a look at our Election 2024 campaign website for a seat-by-seat breakdown and the implications for Scotland too. Which party's candidate may represent your constituency after the election? #GE2024 #GeneralElection #MRP

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