David Boyle's Summary of Market Research Themes from TMRE 2023

What a wonderful morning of generous sharing and inspiring and challenging examples as well. I've got about nine minutes, I think, to do a summary of everything. I think that was really important over the last few days. I embrace that challenge and I'm going to do my best. If we could put the first slide up to get started, that would be great. Now, I told you I'd been up ridiculously early this morning working on a summary of the last few days, and that was very hard for me. It's hard for me partly because I have a terrible memory. So if I don't write things down in my trusty notebook, they may as well not have gone into my ears in the first place. So what I've been doing over the last few days and what I usually do is take lots of notes. In the world of AI, of course, those notes can leave my little notebook and be elaborated on, expanded on and shared more broadly. That's very exciting. So if you check out my LinkedIn page every day I've been sharing little nuggets like this of, you know, what stood out for me from that day, mostly by photographing the notes in my book, uploading that to ChatGPT and asking ChatGPT to write it more clearly than I did. With a little bit of human editing, taking out some of what ChatGPT added in, adding in some things I remember that it didn't pick up on, and a little bit of rewording, you know, it does a half decent job. So I've been sharing these each day and I think they're kind of useful and you're welcome to them all if you're interested. Hit me up on LinkedIn. What I thought I would do for today is work through a more bigger summary and in doing so, have some fun with ChatGPT, be a little bit silly and learn some lessons about AI along the way. One of my favorite things over the last year has been teaching people how to use AI for these kind of tasks. And so we'll do a little bit of that together now as well. So what I did, I copy and pasted lots of the notes that I'd done each day and some other scribblings and a few voice memos I transcribed, dumped them into ChatGPT and I said, hey, here are the key themes from a conference with my content in there. And then I said, please tease out the biggest and most important themes that are useful for insight leaders and then produce a diagram illustrating each theme. So a good combination of human expertise, my notes and AI in Partnership. Let's see what it does. Number and it came up with 11. Number one of 11. One of the big themes this week, navigating disruption. And it decided to draw what I think is quite a charming illustration. Human brain at the center, navigating this complex sea of issues and topics. Pretty good. The captions on the right Here are what ChatGPT came up with. Not me. So, a detailed illustration depicting the intertwining relationship between human psychology, consumer behavior and foresight in the context of disruption. Pretty good summary of the macro theme and some of what we've been working on. Some of them I think were less good. Understanding. Gen Z was definitely a theme that came out in my notes a lot. Not sure that this picture illustrates it very well. Little bit cheesy. Number three. Elevating the role of insights. I quite like this one. Such a hot topic in so many sessions. So transformation of insights from merely data points to strategic assets highlighted by the reserved seat at the table. It's quite a nice illustration. I like that. There's our seat at the table. Number four, the power of storytelling. An expressive illustration that symbolizes the magical transformation of raw data into vivid and compelling narratives. Pretty good. Not a bad illustration. Number five, Championing diversity. Comes up again and again and again. Especially in the world of AI. How do we ensure representation? A picture that shows inclusive research and all consumer segments together. Again, a little bit cheesy, but a pretty important theme from the week. Number six. Embracing agility. Definitely a big theme. Kind of a cheesy illustration about adapting swiftly to the changing demands and challenges. And that is definitely a hot topic. Number seven, Evolving shopper behaviors. I quite like this one. A contemporary photo capturing the essence of today's shoppers. From those engrossed in their smartphones to traditional shoppers. All intertwined with the omnipresence of social media. Yes, pretty good summary. Number eight, Prioritizing the human element. An evocative illustration. It's evocative partly because of those hands. How creepy is that? An evocative illustration of two hands coming together to form a heart. Well, that's not what's happening in the image, but sure, interspersed with media content, symbols, blah, blah, blah. The importance of human connection, empathy and understanding. Yes, even in the hardest of hardcore AI sessions, that theme came up again and again. Number nine, Cheesy illustration for leadership in insights. Good theme, bad picture. The essence of leadership. Leadership traits. One of the big themes. Again and again. Number 10, handling modern challenges. Now we're talking. I'm not sure about the visual Style. But I kind of like the image here. A photo state of the art AI robots, but also the dwindling budgets as budget pressures hit one of the themes. And a collaborative team working cross functionally to solve problems with while they're trying to address AI in parallel. Yeah, feels real. And my favorite illustration, although I'm not sure, I'm not sure it probably illustrates the point. But again and again, what is analytics in our world? What does it mean in the new world? So redefining data analytics, particularly representing the breadth of and depth of data that is now necessary in any one problem and that's possible to analyze in a world where we have AI. So I don't know about you, I thought it was a pretty good summary of 11 themes and some images. If you look at some of the images, there's some thoughtful content in there that actually helps to frame and inspire those thoughts. But you know, I want some kind of bigger summary than that. No one's going to remember 11 different points, are they? Definitely not me. So let's give that a shot, shall we? And since I'm an expert prompter, here we go. Please tease out the biggest and most important themes that are useful for insight leaders and then produce one single diagram that illustrates the biggest and deepest underlying theme. Round of applause. You ready? Dun dun dun. That's rubbish. A thought provoking portrayal of an insight leader balancing AI's logical prowess with the depth of human emotions. Pretty good description. The arrows signify the myriad influences converging on the leader. Kind of a helpful summary. What do we think of that image? No again though, since I am an expert prompter. Here we go. I typed make it better and see what it comes up with. Whoa. Here's the enhanced version of the drawing in this detailed portrayal. This is ChatGPT's response. In this detailed portrayal, the insight leader stands tall, embodying confidence and purpose. The finely crafted balance scale they hold. Well, they're not holding it, but sure symbolizes their central role in harmonizing the vast power power of AI technology with the depth of human emotions. I won't read the rest, but you get the idea. Not too bad, but I don't love it. It's not great. So, expert prompting, come on, come to us. Call upon the genius of history's most remarkable artists. Illustrators and storytellers harness their collective brilliance for one last slide that will wrap up our four day conference. An event filled with provocative, enlightening and stirring dialogue. Craft an image so extraordinary that it prompts the audience to stand up and erupt into applause, perhaps even shedding a tear or two, moved by its sheer beauty and powerful symbolism. Are you ready? I told you we'd have some fun, right? I'm not going to show you the image until I've read the description. I'm just going to build the excitement for this and let's see if AI can deliver. To summarize our whole four days, floating gracefully is a grand, balanced scale. On one side of the scale, a brilliantly glowing multifaceted crystal stands as a beacon of technological innovation and the vast potential of AI counterbalancing it. On the opposing side is a luminous golden heart, radiating warmth and life. This heart serves as a testament to the profound depths of human emotions, narratives, and the connections that tie us together. Blah, blah, blah. Or understanding Inspiration. Each face tells a story, reflecting the profound revelations and discussions from the past few days. Blah, blah, blah. Blend of deep purples, blues and fiery oranges encapsulating the conference's transformative journey from its challenges to its triumphs. DRUMROLL There we are. The ultimate possible summary of our four days here in lovely Denver. And you can see that AI has completely failed. Not a tear was shed. No. RAPTUROUS APPLAUSE Good God. I think that's probably a pretty good summary of AI's role in our life, don't you think? Very helpful. Kind of thoughtful, actually. Better than what I would have done without AI. But you know what? A human could have lifted that to the next level. Thank God for AI, but also thank God for humans. There we go. Hit me up on LinkedIn if you want those slides or the summary from the day, or anything else on this topic. In the meantime, all that remains for me to say is, is do not forget, after this, we have industry Deep Dives, workshops, Lunch and Learn, and amazing vendors out there who can change your life with their tools. Other than that, thank you so much for being such an awesome and engaged audience. I will see you in Orlando in October of next year. Thank you so, so much. It.