The book is being released this month globally (and can be found here). Companies; Facilities; Search. “The other 20 disrupt some of our core protocols such as brand tracking. authors (including Stan Sthanunathan and Keith Weed from Unilever, a Discuss.io client) call out seven key characteristics to the way insights engines drive Consumer Connects Programs: ⢠Data Synthesis: What matters is not so much the quantity of data a firm can amass but its ability to connect the dots and extract value from the information. Stan Sthanunathan, the Unilever head of insights credited by the company as its "chief provocateur", believes artificial intelligence could hold the key for marketers to learn more deeply about culture and society in specific and targeted ways. Thatâs why we were thrilled to chat with EVP Stan Sthanunathan about his new book, AI for Marketing and Product Innovation.Stanâs book details the advantages of AI and how it can automate tasks for business people. Stan Sthanunathan, Unilever . Select a type to quick search. As chief provocateur, he heads up the insights function globally and is based in London. Show More. Generating ideas at scale is relatively easier. » Hear Unilever’s Stan Sthanunathan Talk AnswerRocket and AI Analytics. Speaking at the Market Research Society's Impact 2016 event, Stan Sthanunathan, the FMCG multinational's svp of consumer and market insights, said brands can spend too much time researching consumer groups when what they need to do is to act fast. Copyright © 2020 by New York AMA Communication Services, Inc. All rights reserved. Stan Sthanunathan joined Unilever in July 2013 as Executive Vice President of Consumer & Market Insights. The past year has set the precedent with highly ambitious goals and frameworks created to address the global sustainability and … So what we talk about in the book is how AI could impact all the work we do in market research related to the 4 P’s of marketing, price, product, etc. This way, you do content creation, content testing, and spending allocation all together in an integrated way. head, coauthor Stan Sthanunathan, drew on this in-telligence and on CMIâs own review of what was hap - pening. Larry: Given that, what are the main points you try to convey in the book? Dr A. K. Pradeep is the CEO of machineVantage, a start-up applying artificial intelligence (AI) and machine learning (ML) to marketing problems. Discuss IO is a great way to understand our consumers on the ground, in our key countries. OPTIMISING BROADCAST MEASURING RECALL AND PERSUASION SILOED DELIVERABLES ORCHESTRATED AND INTEGRATED CREATING TALKABILITY ASSESSING ENGAGEMENT 15. We invest in young, promising companies, accelerating growth by providing access to Unileverâs global ecosystem, assets and expertise. At Unilever, transforming a high-caliber insights team into a proactive and brave group of people was a significant part of our That is somewhat surprising application for AI. SVP, CMI - Unilever. From a researcher’s perspective, AI might be about trend spotting and insights (without prediction) that a segment might produce better results if targeted with different creative. Larry: Ice cream for breakfast works for me. Historically, the idea was that technology could only play a role in quantitative data, but we are coming to the conclusion that it can play a pretty significant role in qualitative as well. Stan Sthanunathan is Global EVP of Consumer and Market Insights for Unilever. Larry: Another term that’s used in your book is “Augmented Intelligence”. Larry: Stan, what you’re saying really resonates with me. Is organic search the one metric to use when tracking brand health? Now, Stan has, as a co-author, written a book that looks at how Artificial Intelligence can be leveraged for Marketing and Product Innovation. Larry: Stan, thanks for taking the time to speak with me today. Before getting into the substance of your book, I’m wondering what your inspiration was in writing it? Stan Sthanunathan of Unilever sits down with Larry Friedman to talk his new book "AI for Marketing and Product Innovation". Few companies are better poised than Unilever to administer industry-changing solutions in their analytics process. Stan: AI will impact both marketing and market research. Under that process, Unilever has been able to evaluate “close to 2,000 technologies” in a process that has yielded 79 new methods, 69 of which are “completely new to the research industry,” Sthanunathan said. It plans to expand to 24 countries by 2020 and across all markets by 2021. Both businesses have transformed their insight operating models, data sources and technology platforms over the last few years. Click to read or download. Stan Sthanunathan Stan Sthanunathan joined Unilever in July 2013 as Executive Vice President of Consumer & Market Insights. Recognized: Contributions valued by peers Can you tell me what you mean by AI? At Unilever, Stan Sthanunathan reports to a member of the executive board—coauthor Keith Weed, who leads marketing, communications, and sustainable business functions. Sign up . We can learn a lot, for instance, about new product opportunities. Stan Sthanunathan, senior VP-consumer and market insights, said during the same presentation that the company already has around 15 pilots for innovative research methods, looking largely at non-traditional providers. In order to be consumer-centric, a company must see the value of data. It is not enough for a product to be sustainable but less good than the best the category can offer in terms of quality and value for money. As chief provocateur, he heads up the insights function globally and is based in London. Thank you very much for taking the time to speak with me today, and good luck with the book. Unilever has developed a âTinder for ideasâ as it looks âto create double the impact in half the time and costâ. Larry: You mentioned qualitative before, how do the themes we’ve been discussing play out in that world? Get the latest MRS news. head, coauthor Stan Sthanunathan, drew on this in-telligence and on CMI’s own review of what was hap - pening. Stan Sthanunathan SHARE STANâS QUOTE As an insight leader, one of my biggest challenges is ensuring people feel confident expressing their point of view clearly and stronglyâhowever popular or unpopular it is. AI as it is unfolding is all about PREDICTION. Thought Leadership: % performance based on average of all engagements. Stan: If I had to put it into a simple formula, I would say that Augmented Intelligence equals Artificial Intelligence plus Human Intelligence. AI must be targeted to prediction to be valuable to marketers and will then, and only then, mimic the shopper’s brain, which is the quintessential prediction engine. Sthanunathan walked the board members through an analysis of why local brands were grow-ing, what threat this posed, and how Unilever could compete. There is a lot of value that comes from experience, and it can’t be utilized if people are fatigued. Mr. O'Neal's boss is Stan Sthanunathan, senior VP of consumer and market insights at Unilever, who headed global market research at Coca-Cola in 2013 when a … March 18, 2020 Bob Lederer RFL Communications, Inc. ... Today on RBDR: Unilever Insight Chief Alex Owens shared a number of revelations about the formulation of company insights at the Market Research Society Impact 2020 Conference. Stan Sthanunathan, Unilever . STAN STHANUNATHAN is the Global EVP of Consumer and Market Insights for Unilever, one of the world's largest and most successful consumer packaged goods companies. âBuilding an Insights Engineâ is a collaboration between authors Frank van den Driest, chief client officer and a founding partner of Kantar Vermeer, Stan Sthanunathan, executive VP for consumer and market insights (CMI) of Unilever, and Keith Weed, CMO of Unilever. Sign up . This is something we should delegate to something that can do the process work 24/7 without getting tired. I’d like to put a different spin on that, that there is much value to be gained from artificial intelligence applied to get qualitative insights. Stan: I was really pleased by the willingness of people to jump in and say “I’m willing to transform myself.” People really wanted to get ahead of the curve. At the same time, there was also a lack of clarity about what AI could really do. For a long time, I’ve felt that for market research to remain relevant, it can’t just stop at “insights,” that action has to be fully baked into what we do. Stan Sthanunathan is Global EVP of Consumer and Market Insights for Unilever. What impact do you see for marketing itself? Unilever leverages AnswerRocket’s AI to pinpoint opportunities for driving growth while making analytics more immediately accessible to their non-technical business users.