Can social listening replace surveys? Using AI to synthesize INTEL’s brand-tracking results with social listening data

Frank Buckler and Christiane Reimann

Shows how social listening combined with modelling can give higher agility and a better early warning functionality than traditional surveys.

C-Suites around the globe are asking for higher agility, real-time results and cost efficiency at the same time. Can we replace survey-based brand trackers with Al-generated predictions, based on social listening data? Intel ran a pilot.

The Challenge

Based on the assumption that "all information is already out there on the web and just needs to be harvested", Intel leveraged the opportunities of digitaiisation and artificial intelligence and tracked brand KPIs in a pilot by simply allowing AI to analyse social conversations.

The pilot

For crucial KPIs in the consumer brand tracker (i.e. familiarity, consideration, preference and image), attribute variables...

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