Can AI actually find the consumer insights you're missing?

Added: 2026-05-17

[00:00:00]What's one consumer insight that AI has helped you uncover that traditional research may have missed? It's all these small things that aren't very often actually part of the main research objective, but when you're focused on a specific objective, you forget about it.

[00:00:14]But they compound over time. So therefore now, AI finds these overlooked weak signals there because if they are present often enough, then at some point they will surface. And those are sometimes really good insights where we didn't even ask that question, but we got that insight. And I think that's something new because in the past, everyone was so focused on answering that one question or these few questions that they overlooked. And I think that's what is now much better with AI than it was with traditional research.