Danone: (Wo)man vs. machine – Knowing when to think and when to automate

Samantha Bond

SKIM conducted an experiment with dairy products company Danone and video platform Voxpopme in the UK to find out if automation and machine analysis can be beneficial when conducting qualitative video analysis.

Preface

It is no secret that the market research industry is under pressure to deliver sound and strategic insights within shrinking budgets and timeframes. Ten years from now efficiency is predicted to be the number one deciding factor when commissioning research. This presents a serious challenge for qualitative researchers whose traditional methods are not compatible with this need for speed. Whilst demand for qualitative research may be growing, unless we find a way to adapt our processes there is the risk of becoming irrelevant.

Confronted with this scenario, this paper investigates automation as a potential solution. Specifically, the use of...

WARC subscribers can sign in to keep reading

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands