That’s why we chose data storytelling tools as the starting point for introducing AI to the Attest platform. 

Introducing Storytelling with AI

We’ve been working on a bunch of new AI features that will support you throughout your analysis and data storytelling work. 

AI-generated Boards

Get to know your data with a quick start Board. AI will identify key findings and create a Board with charts and findings. This is the quickest way to get to know your high-level data before you dig in further. 

Even better, it kicks-off your data story. Add more insights as you go and play around with structuring your findings into a cohesive story. 

Automated qualitative summaries

This was one of our first AI storytelling features, and our customers tell us it provides a ton of value. Instantly summarise your survey’s qualitative responses and avoid the time-consuming task of going through open-ended and video responses.

 Enhanced quantitative analysis

When you’re further into analysis and have questions about specific demographics, our quant analysis will surface findings that might be hard to find otherwise. We are excited about the potential of AI to analyse data splits and have more to come on this soon!

Chart title and caption suggestions

Finally, you have your findings in a Board but need to turn these into insights. Our AI will suggest chart titles and captions to contextualise the findings for your stakeholders. You can then layer on recommendations specific to your business context and get the Board into your stakeholder’s hands. 

Our intention with the addition of these AI features is to solidify and streamline the usefulness of our analysis offering. Customers already love the way we designed tools like segments, crosstabs and charts to be as intuitive as possible. Layering AI onto these makes them even quicker to use and frees you up to focus on the strategic tasks not in the realm of AI’s capabilities. 

We have lots more to come on this soon – book a demo to learn more.

The post Smarter analysis and stronger stories, with AI at Attest appeared first on Attest.

Do you believe any of it? We wouldn’t blame you if you didn’t.

As well as working on our own suite of features and tools to improve your research process – more to come from us on that! – we want to set out our stall for AI in consumer research. 

This is how we’re approaching AI internally and externally, to give you an understanding of where we’re coming from, and where you can expect to see us go.

Why research needs a different standard for AI

Here’s why an all-guns-blazing approach to AI isn’t right for consumer research: you make winning or losing decisions based on your research outputs. 

There are definitely some huge developments in AI that we are excited to explore – synthetic audiences, for example. But because of those winning or losing decisions you make with your insights, a little caution around things like this isn’t a bad thing.

And so, more than ever, you need to know you’re making the right decisions – you need trust in the insights you’re looking at.

AI – when it’s poorly applied – can be misleading, inaccurate and can overlook crucial nuances in research outputs. Not to mention hallucinating and just plain making stuff up.

And that’s just not good enough.

Our principles for AI at Attest

Alright, so what does this actually mean when we apply it to our platform? How will Attest’s customers feel the benefit of a different standard for AI in consumer research?

Here’s how.

We won’t be building AI features because it’s possible – we’ll do it because it’s considered, tested and proven to be valuable to you. And we’ll do it in a way that maintains the human element of good consumer research. 

We’ve created a set of principles to help us create AI tools that genuinely add value, while instilling trust:

Human-centered design

We prioritise human well-being and autonomy in AI development, focusing on inclusivity, fairness, and responsiveness to user needs.

Transparency and explainability

We are committed to transparency in AI development. We provide comprehensive information and we ensure users can easily identify when they are interacting with AI systems.

Privacy and data governance

Our AI developments are centred on robust data protection and ethical data handling, focusing on implementing strong security measures and respecting user privacy.

Safety and security

We maintain a comprehensive security approach focused on secure infrastructure, proactive threat assessment and continuous system monitoring.

Scientific integrity and excellence

We design AI systems with a primary focus on performance and functionality, while maintaining high standards of data quality and methodological precision.

Accountability and responsible development

We are committed to regulatory compliance and responsible AI lifecycle planning, ensuring that human accountability remains central to technological advancement.

By making sure we adhere to these principles when thinking about AI, we know we’ll be able to offer you AI features you can trust, and that elevates your consumer research. 

How we build trustworthy AI

Attest’s Data Science team has dedicated itself to building, testing and refining models that have trust at their core. ‘Garbage in, garbage out’ is the adage they use to instill and maintain a high standard of quality for the data they work with, and that is translated to the Attest features you use.

We place a high importance on testing everything. All features go through several rigorous rounds of quality testing by the Product, Engineering and Customer teams, to make sure we trust the outputs. 

If we have any doubts about the quality of outputs, we simply won’t release the feature until we’ve adjusted our models to eliminate any doubt.

What Attest customers can expect

In the next few months we’re releasing features that bring AI into researchers’ day-to-day projects. 

These features will initially focus on the analysis and storytelling side of research: helping you get to your insights faster and to more effectively tell a compelling story with your results.

For example, we’re integrating AI into key moments of the analysis journey. From kicking off your analysis with some key findings and charts identified by AI, to getting summaries of your qualitative data, AI will assist you with some of the more time consuming analysis tasks and hopefully make your life a little bit easier. 

Looking further ahead, we will continue to integrate AI into the entire platform including survey design support, additional data quality checks and more granular data analysis. We see a path forward where AI can be your assistant throughout the research cycle, freeing you up to be a strategic partner to stakeholders across your organisation.

AI that’s thoughtful, tested, and built for trust

It’s all about trust. 

We’re passionate about maintaining a high quality of research here at Attest, and we’re not willing to compromise on that. 

This is why our considered, tested and built-for-trust approach is the right one for us – and for you! 

We know that you still need quality from your consumer research, and while we know that the pace of change that AI has triggered is unavoidable, our promise to you is that we’ll make sure you can continue trusting Attest for quality consumer insights. 

The post Not just faster, better: Attest’s approach to AI in consumer research appeared first on Attest.

Taking a Hybrid audience approach to research, with our powerful new own-audience capabilities, means you can choose to run a survey with your current customers, future consumers or both together for a whole-market view. 

Why take a Hybrid approach? 

There’s a bunch of reasons a Hybrid platform is beneficial to anyone carrying out consumer research: 

1. Fewer tools to manage – From chatting with our customers, we understand that whether you’re a brand manager, marketer or research and insights manager, you’re likely doing ad hoc customer research to complement your consumer insights. but generally with tools that are clunky and require a bunch of manual effort.
2. Choose the right audience at the right time – The flexibility in audience types can transform your market research. Rather than going straight to the consumer every time, Attest gives you the flexibility to choose the right audience for your context. 
3. Get a truly representative view of the market – have you ever presented your data and been asked if it truly represents the market? Now, your answer can be a simple ‘yes’. By including customers and future consumers in the same surveys, you can identify the opportunities for growth that let you maintain your customer base while reaching new consumers. 

Attest’s Hybrid audience platform is ideal for the essential consumer research use cases:

• Creative testing for marketing campaigns – Pinpoint how marketing campaigns move the needle for brand awareness and market share – and optimize ad spend with agile pulse checks.
• Concept testing new products – Derisk product launches by assessing how they’ll land with current and target customers.
• Category insights for new and legacy product categories – Spot new ways to boost expansion while keeping current customers on side.
• Brand perception analysis to layer onto your brand tracking – Make brand choices that attract new buyers and maintain current customers’ perception.
• Behavioural insights – so you can understand your customers throughout their lifecycle

Is this just another research decision I need to make? 

We get it, with every customisation and promise of flexibility, there’s another choice you have to make. But with our Hybrid capabilities, we’ve seen our users intuit exactly who they want to reach and why. 

In the past, the limitation has been the tools they have available. So why would you choose one audience type over another? 

Here are some key reasons: 

Panel audience research is great when you need:

• A fast turnaround
• Access to new consumers in new markets
• To make fewer asks of your customers
• Insights without customer bias 

Tap into your own audience database when you need:

• Input from your most loyal customer groups
• To manage research costs
• Feedback on an existing offering or experience
• To reach a niche audience that isn’t possible with panel

Include both audiences in your research, either concurrently or over time, when you need:

• Insights for high profile, strategic decisions
• A whole view of the market 
• To clarify learnings from an earlier survey
• Identify where the gaps are between your current and future customers  

How Hybrid research works

1. Choose who to include in your survey – just panel audiences, your own audience or both together.
2. Design custom research to meet your needs – whether you want to survey your customers across multiple markets or run monadic studies, the whole Attest platform works for all audience types. Our research team is always on hand to advise on research design. 
3. We have the essentials for own-audience surveys covered – add your logo, track responses with respondent IDs, and share the survey link wherever you communicate with your customers.
4. In-depth insights and instant analysis – Attest’s AI and data storytelling tools make it incredibly easy to find key insights in your data, no matter who your audience is. For a deeper look at your customers, import your bespoke demographic data so you can create segments and split your data to suit your internal customer understanding. 
5. Compare your customers and future consumers side by side – Best of all, you can instantly see how your own audience and panel respondents compare using crosstabs and automated statistical significance. There’s no need to wonder if your new campaign or brand is resonating across the board, when you can easily visualise it. 

See Hybrid research in action

Would you like to see how our hybrid audience approach could work for you? 

Book a demo

The post Introducing: Hybrid audience research with Attest appeared first on Attest.

Read on to see how Boards transforms the Attest Results Dashboard from an analysis tool to data storytelling hub.  

Why Boards?

When designing Boards we had two main problems in mind:

Data storytelling is not a linear process

We have some powerful analysis tools like segments, crosstabs and automated statistical significance but it was challenging to keep track of what you were figuring out and it was time consuming to go back and recreate a view of your data. 

Now you can save insights as you work. Use Boards as a dynamic workspace to figure out which insights are important and easily keep them up to date using new filters and splits. 

Getting the right data into the right people’s hands

We know that some people love a slide deck but what about those who want to dig into the data for themselves? Giving your stakeholders full access to dashboards isn’t always feasible as you want to guarantee they come to high quality conclusions about what the data is saying. 

Boards offer a perfect balance between the curated view of a deck and the ability to explore data in a full dashboard.

How Boards work

1. Save charts as you work – either in the dashboard or in the Board itself. They are designed to be flexible so you can save charts however you work. 
2. Add as many insights as you like and figure out which ones to keep, delete and update later. Boards are designed to be intuitive – reorder charts and text boxes with drag and drop, update filters and splits as needed and change chart type as you work. 
3. Once you’re happy with your story, export images to include in a PPT or make your Board public to give your stakeholders an interactive view of the story. 

We are excited for you to get in and play around with Boards so you can see for yourself how they save valuable time and support you in formulating an impactful narrative for your story. 

Get started today by logging in or sign up for our customer learning session on 5 February to learn more about how to use Boards alongside our whole storytelling suite. 

Learn about data storytelling at Attest

Storytelling at Attest just got better! Join us on 5 Feb to hear about crafting your data stories with our latest features.

Sign up now

The post Data storytelling at Attest: Introducing Boards appeared first on Attest.