
Brandtrends uses smartinterview to drive market research excellence.

Introduction

SmartInterview significantly enhances BrandTrends’ market research data collection by harnessing the power of AI-powered voice interviews—enriching surveys with qualitative insights and automatically classifying the output.
By collecting voice responses in multiple languages and dialects and interacting live with kids and families, SmartInterview enables BrandTrends to extract powerful insights and metrics from respondents.
Impact for Brandtrends and their end-clients
- Ensuring Brand Name Quality in Open-Ended Questions: Collected brand names are explained directly by respondents, covering the entire customer funnel from awareness to purchase intention. Additionally, Pulse Partners integrates BrandTrends’ historical dataset to recognize brands faster and with high accuracy.
- Faster Responses with Voice: Offering a voice response option enables replies 4.4 times faster on average for open-ended questions. This represents a significant cost-saving opportunity for market research agencies looking to optimize respondent costs.
- Real-Time Data Integration: SmartInterview data is integrated into BrandTrends’ data lake within minutes, allowing BrandTrends to provide its end clients with live, highly granular, and explainable data
BrandTrends is the leading platform for behavioral data on families and children across 50 countries. SmartInterview supports them with a data-driven AI strategy to enhance their service offerings while reducing costs. Based in Dubai, BrandTrends delivers insights to customers worldwide.
“This strategic alliance with Pulse Partners marks a monumental step for BrandTrends Group. By integrating their advanced AI capabilities with our extensive research expertise, we will significantly enhance our market research offerings. This collaboration enables us to deliver deeper insights, broader perspectives, and more effective solutions to our clients with greater speed and precision,”
— Philippe Guinaudeau, CEO of BrandTrends Group.
BrandTrends Group leverages Pulse Partners’ innovative SmartInterview platform for client research initiatives. In addition, they bring their extensive expertise in global market research, particularly in the children and family sectors, covering methodologies, questionnaire development, and strategic insights.
Pulse Partners gain exclusive access to BrandTrends Group’s extensive dataset, ranging from brand IP tracking to kid consumer behaviors. This enhances their ability to deepen insights and improve the respondent experience by fine-tuning their algorithms across 50+ countries.
“Together, we are poised to provide instant answers to many of the complex marketing questions that brands and marketers face, leveraging actual data, key performance indicators, and robust analytics. This partnership is about empowering our clients with real-time, data-driven insights that drive smarter decision-making and impactful strategies.”
— Philippe Guinaudeau, CEO of BrandTrends Group.
Extracting the full value from survey responses in traditional market research can sometimes create discomfort for end clients of research institutes.
Challenge
Many companies encountered difficulties in efficiently collecting and analyzing both qualitative and quantitative data essential for making informed strategic decisions. Traditional methods often lacked the speed and depth required in today’s fast-paced market landscape.
Who is responsible for low-quality responses? Is it the panel providers redirecting unsuitable respondents? The speeders? Or is the issue with respondent attentiveness and question clarity? Identifying the 10% of open-ended responses that may be unreliable remains a challenge. At scale, across large respondent pools and multiple clients, this poses a major risk that could lead to significant customer churn for market research institutes.
By integrating SmartInterview into key KPIs such as brand awareness, BrandTrends can now validate and justify less common brand mentions or those requiring additional detail—enhancing insights directly from the respondent’s perspective.
Combining Pulse Partners’ data and AI expertise with BrandTrends Group’s research capabilities is driving the development of groundbreaking AI-driven solutions, pushing the boundaries of what AI can achieve in market research and licensing.
Credit photo: Licensing Horizon, Dubaï Hilton Hotel February 25th 2024.
“BrandTrends has always been data-driven, allowing us to gain a comprehensive understanding of how open-ended questions and automated classifications can be leveraged to further strengthen BrandTrends’ position as a leader in delivering unparalleled insights,”
— Matthieu Saussaye, CEO of Pulse Partners.
A full-integrated AI-insight forge
Pulse Partners empowers BrandTrends by developing the AI-driven analytic platform “LicenseSelector” which enables BrandTrends’ customers to ask unstructured questions within the BrandTrends database and receive tailored recommendations for their license choices with an unparallel granularity.
An AI-powered editing platform
Using a proprietary AI model, we directly match and identify brands from respondents’ voice or text input, achieving over 90% precision in brand recognition.
Conclusion
By integrating AI-powered research with Pulse Partners, BrandTrends enhances its ability to deliver enriched survey data on brand funnels for kids and families worldwide—with unmatched speed and precision.
BrandTrends achieves higher engagement and richer insights with speech-to-text technology, capturing 2.2 times more topics in open-ended responses.
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