Australia first test ground for award-winning bot research
Our Australian branch recently secured top honours at the Australian Market and Social Research Society (AMSRS) National Conference, by winning the Best Paper Award for our ground-breaking chatbot experiment with Nestlé Australia.
“While digital research communities have been one of the biggest disruptions to our industry, we believe that there is another game-changer lurking around the corner: chat!” says Stijn Poffé, Business Director at InSites Consulting Australia.
Together with Nestlé Australia, we set up a qualitative research experiment, deploying two similar studies to two similar groups: one being moderated by an experienced qualitative researcher, the other being moderated by a fit-for-purpose chat bot. The end-goal of the experiment was to deliver business relevant insights, while exploring the potential of bringing bot moderation to qualitative research.
Nestlé is committed to making 100% of its packing recyclable or reusable by 2025. The study was designed to find ways to encourage consumers to recycle as the business works towards achieving this goal. Would the chat bot be able to deliver relevant, actionable business insights, and almost more importantly, would consumers prefer or object to engaging with an artificial entity?
“After reviewing the outcomes of the experiment and examining measures of effectiveness, we strongly believe that a combination of bots and humans should become the new standard in approaching research. Bots can be effective moderator assistants, collecting data and peeling the first layer of information, allowing the human moderator to focus on digging deeper into the bot’s findings, connecting the dots and leading to richer and deeper insights.” concludes Stijn Poffé. “We’re proud to have been able to present these findings first at the recent AMSRS Festival of Research in Sydney and bring home the Best Paper Award.”
“Waste is one of the biggest sustainability issues the world is facing today, and we are committed to finding improved solutions to increase recyclability of our packaging” says Rashna Shroff, Corporate Programs & Sponsorship Manager at Nestlé Australia. “Technology has a significant role to play in addressing the sustainability challenge, including helping us to produce insights as we work towards achieving our commitment. We have enjoyed working with InSites Consulting as they help us to push the boundaries of what marketing research can do, pioneering new methodologies to get the job done more efficiently and effectively.”