How to use sentiment analysis and AI in market research

How AI and consumer culture are transforming market research, and we’re loving it.

AI is changing marketing more and more, day by day. Routine tasks used to mean hours of work, now they mean minutes, seconds, even. Sifting through data is unbelievably important for marketing, but drawing conclusions from both qualitative and quantitative data is what takes brain power. Using AI as a tool to gain data and draw the right conclusions can help your marketing strategy substantially.

This read will take you through AI opportunities that can help to understand consumer culture, analyse behaviours, emotions and motivations. We’ll even go through some drawbacks, like how AI often misreads slang, sarcasm and local context.

Let’s get right into it.

Understanding consumer behaviour and emotion

AI is transforming market research, empowering business leaders to make data-informed decisions with efficiency and accuracy. Algorithms now have the power to analyse customer interactions in real-time, enabling marketers to predict consumer behaviour and create personalised campaigns. This hyper-personalisation makes the customers feel seen and valued.

How does AI do this? It uses sentiment analysis to detect, interpret and anticipate consumer emotions.

AI analyses your customers data from chatbots, customer service interactions, online forums, social media accounts and more to detect changes in their attitudes and values.

Just take a look at our proprietary tools at Campfire:

• Spark: Predicting emerging trends
• Compass: Identifying opportunities during seasonal peaks
• Foresight: Audience profiling for targeted campaigns
• Vibecheck: Sentiment analysis to take a sneak peek into how visitors really see your brand
• Adclarity: Combing through audience data to piece together compelling messaging for marketing material

Using the right data is where a great social media story is born and using AI in market research works every time. Simply put, it’s social media science.

AI in market research - the drawbacks

Whilst AI is great at processing enormous datasets, it struggles with the complexity of human language and cultural context.

Something humans are great at, is reading between the lines. Since AI works by reading code and staying on them, this is where it lacks.

We find artificial intelligence in market research is struggling to interpret sarcasm and humour, where positive words are frequently used to express negative sentiment. AI struggles with localised language too, where one word might have multiple meanings depending on the context.

Imagine someone commenting, ‘That’s sick!’ on a magic trick reel. As humans, we can see why this comment is positive, whereas AI would interpret this literally.

Due to these issues, there may be some inaccuracies in the data it provides.

How Campfire understands consumers with AI-supported processors

At Campfire, we position ourselves as Social-First Marketing Experts who recognise that true success requires understanding the content, language, and cultures that exist on each platform.

Our approach is both strategically planned and culturally reactive, underpinned by sophisticated AI-supported processes. We ensure brands connect authentically with audiences across different cultural contexts whilst avoiding generic AI approaches.

See our AI proprietary tools today.

Artificial intelligence is great, but make sure you’re doing it the right way

At the moment, there is a clear advantage to increase metrics and revenue from AI tools. Soon, everyone else in the game will have access to these, so while it’s still new, we advise business owners and marketing professionals to jump straight on it.

While the benefits are clear, it’s important to ensure you’re being responsible and ethical whilst gaining the data and using it to yield results.

At Campfire, we provide clients with data-driven insights that achieve high-impact results through our mastery of culture, language, and content style.

Get in touch to learn more today.