In the rapidly evolving world of market research, innovative solutions are critical for survival. One such pioneering solution is sens, a product born out of a unique collaboration between YellowSpot and F/NE Global, two entities recognized for their innovative approaches to business and technology. With a shared drive to disrupt the status quo and a collective 25 years of experience in the field, the sens team has developed a groundbreaking tool for businesses seeking deeper, more meaningful insights into their customers’ behaviors and preferences.
sens is designed to bridge the gap between a company’s investments in product design, service delivery, brand positioning, and employee engagement, and the desired outcomes such as customer loyalty, successful change journeys, or key business metrics like sales and costs. By leveraging recent developments in AI, tech, and science, sens seeks to redefine the economics of insights for improved decision-making.
Traditionally, the market research toolkit, which includes methods like Net Promoter Score, surveys, focus groups, and interviews, has been plagued with limitations. Besides being costly and time-consuming, these tools often fail to provide the insights needed to make effective decisions. sens aims to remedy this by offering a more efficient, cost-effective, and in-depth approach to market research.
At its core, sens focuses on understanding what people truly think and feel, a crucial aspect often overlooked in traditional market research. The tool utilizes advanced technology and AI to capture non-verbal signals and behaviors, providing a more comprehensive view of a customer’s perception and experience. This is achieved through ‘deep listening’ – the ability to pick up signals and discern what people truly mean – and dynamic interactions, which create an environment where people feel comfortable sharing information.
By placing a consumer in a digital interaction, much like a Zoom environment, and having them interact with a brand through a conversation with a human facilitator or an avatar, sens can objectively measure psychological constructs like love, loyalty, and trust. This innovative approach enables the identification and measurement of the psychological factors that predict business outcomes, without the need for traditional surveys or questionnaires.
One of the distinguishing features of sens is its use of avatars. These digital entities are designed to create conversational environments that encourage sharing and interaction. Recent research has shown that these avatars can engage with individuals for lengthy conversations, to the point where they may not realize they are interacting with a non-human entity.
This innovative approach has the potential to revolutionize market research. By focusing on the interaction itself and the experience that individuals feel during the process, sens aims to gather more precise, faster, and more cost-effective research than ever before. This is particularly useful for those who may not have access to data-rich environments, offering alternatives to engage them.
sens has also developed a replacement for the traditional NPS survey, called the True Performance Score (TPS). This 90-second interaction with an avatar allows consumers to leave voicemail, voice clips, or even video messages. These responses can then be processed in near real-time, providing businesses with immediate feedback on their delivery network.
Despite being currently in beta, this innovative approach shows the direction in which market research is headed. By leveraging AI, tech, and science, sens is shaping an environment where campaign effectiveness can be measured almost in real time, where the cost of product testing is a fraction of what it currently is, and where consumers providing input can enjoy a 10x experience!
sens represents a significant shift in the field of market research. Its focus on understanding the true feelings and thoughts of customers, and its innovative use of technology, make it a game changer in the industry. As we navigate through this rapid evolution, sens aims to be the catalyst for a new generation of predictive analytics, providing businesses with ‘Truth on Tap!’