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Leading natural language understanding for next-level client deliverables
Technology Category
- Analytics & Modeling - Machine Learning
- Analytics & Modeling - Natural Language Processing (NLP)
Applicable Industries
- Consumer Goods
- Professional Service
Applicable Functions
- Business Operation
- Sales & Marketing
Services
- Data Science Services
- Software Design & Engineering Services
The Challenge
MAi Research, a full-service market insights firm, faced the challenge of providing impactful insights to help clients make effective decisions. They needed cutting-edge natural language science to identify target markets and differentiate resonant versus polarizing messaging. Additionally, they required comprehensive drivers analysis to quantify the importance of text and closed-ended responses and simulate the impact of changes to driver performance.
About The Customer
MAi Research is a full-service market insights firm that helps brands craft impactful messaging and products for leaders across various industries, including companies like Kimberly-Clark, Nestlé, Target, and Revlon. They focus on strengthening brand-consumer connections and solving a variety of business challenges for their clients. In response to the growing need for impactful insights, MAi Research set out to create a customized solution to drive effective decision-making for clients, uncovering insights not obvious using traditional methods.
The Solution
MAi developed a separate division called Pathfinder Analytics to address clients' needs, providing innovative approaches for answering the 'why' inherent in business challenges. They incorporated the latest in natural language science by using Luminoso to power a solution called Pathfinder Text Science. This provided MAi with an edge in surfacing insights that would otherwise be undiscoverable. When paired with MAi's unique storytelling approach to analytics, both surface the hidden associations consumers or shoppers make between brands and specific concepts, messages, or products.
Operational Impact
Quantitative Benefit
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