Alexandra Kuzmina presented at the recent Market Research Society Behavioural Science Summit recently. She shared a fresh way to approach concept testing of future product ideas by blending Conversational AI (yes, a chatbot!) with Future Thinking Priming (FTP) - a cleaver behavioural science technique that encourages people to imagine their future selves and scenarios. This new approach can make testing product concepts not only smarter but more affordable. We can already use it when we want to test product concepts that are somewhat in the future and require cognitive efforts from consumers.

Would you like to add this technique to your next concept test?

This presentation explores a novel experiment that enhances product concept testing by merging Conversational AI with Future Thinking Priming (FTP), a technique encouraging participants to imagine their future selves. The study compares standard chatbot interactions with FTP-guided conversations, showing increased engagement and forward-thinking responses. Participants were introduced to a functional chocolate aimed at improving sleep. Results revealed deeper insights into future consumer behavior, showcasing the potential of combining AI and behavioral science for more effective and cost-efficient product innovation testing.

This session addresses the challenges in capturing in-the-moment consumer feedback on sensory product experiences. Traditional methods require significant resources and often miss real-time insights. The talk introduces a Sensory Chatbot, developed to gather detailed sensory feedback during product use, trained by sensory scientists. Attendees will learn about the limitations of current feedback methods and how conversational AI can provide a more scalable, real-time solution for capturing and probing consumer experiences across the entire product usage journey.

Learn how using a sensory bot captures deep, real-time consumer experiences, enhancing product insights and development across diverse markets like China and the USA.

Turning bubbles and brushstrokes into more than data points
Ansie Collier, MMR Research, United Kingdom
Katherine Mendoza, Haleon, Singapore

Join us for the panel Disrupt Yourself! Fostering a Culture of Innovation and Growth, where industry leaders discuss how to drive innovation and enhance agency growth. Explore using new technologies to strengthen revenues, build capabilities, and foster a culture of curiosity and AI integration.

Luisa Gibbons, Global Head of Innovation Strategy at MMR, will share her insights on leading innovation strategies. The panel also features Abigail Stuart, Founding Partner at Day One Strategy, and Richard Owen, Co-Founder of Qualify AI & Head of Innovation at Firefish. Chaired by Phil Sutcliffe, Managing Partner at Nexxt Intelligence.