Othering Virtual Panels Samir Saluja Darin Klein.pdf

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1、AI Based Virtual AudiencesUsing Yabbles Private Preview Beta Release to A/B test a Virtual Audience panel against a Hart Research Quantitative study on OtheringNovember 2023Samir Saluja|Managing Partner Darin Klein|Strategy and Insights Advisor AI in the next Political ElectionCan you write two sent

2、ences that explain how AI will be used in the next election cycle?How will voters respond?How can we,as researchers,keep up?North StarA North Star Vision could be to leverage AI technology to create an infrastructure that not only keeps pace with the rapid generation of election-related content but

3、also empowers us to accuratelymeasure public opinion and audience responseswith agilityBackground&Objectives Objective:Derive One approximated an A/B test with a small selection of Harts quantitative findings(based on a poll conducted in September 2023)against responses from an AI based virtual pane

4、l to evaluate its potential use over the next year.Background:Page Gardner commissioned Hart Research to conduct a study on Othering.Page tasked Derive One with seeing how new AI technologies might align with its findings for the summit.Methodology:Derive One leveraged Yabbles SotA technology(Privat

5、e Preview Beta)and generated questionnaire responses from a virtual audience of synthetic personas;this can still be queried within general topic area of the othering study.Intro to Virtual AudiencesAI&Market Research Landscape However,with OpenAIs introduction of ChatGPT,new tools are entering mark

6、et research at an accelerated pace,offering new possibilities and opportunities for analysis and insights Artificial Intelligence(AI)has been used in market research for the analysis of unstructured data for more than two decades*Source:Michelle Chen Towards Data Science 2020Text AnalyticsImage Anal

7、ysisVoice/Speech AnalysisThe promise of Virtual AudiencesOne tool category that has interesting potential is the combination of Large Language Models(LLMs)with augmented data to poll virtual“synthetic”audiencesAugmented data and their associated models tend to be proprietary;often combining publicly

8、 available data sets,such as trending data,consumer generated content,and behavioral statistics with proprietary data sets to create a unique AI-generated virtual audienceWhat is Augmented Data?Consumer Generated ContentReviewsSocialPublicly Available Data SetsBehavioral DataTrend DataProprietary Da

9、taProprietary DataProprietary DataWhatsApp ChatBotTestLOW DIRECT UTILITYHow Augmented Data Creates Virtual AudiencesFirst:First:The personas are generated from a question/topic areaSecond:Second:The topic area is used to create a virtual audience by synthesizing personas from augmented data,approxim

10、ating attitudinal segments in the category.Yabble Private Preview(Beta)What can you do with Virtual AudiencesThird:Third:A questionnaire,with only open-ended questions gets generated and can be revisedFourth:Fourth:Summaries are generatedFifth:Fifth:You can chat with your synthetic personas created

11、around the topic categoryA/B Test-OtheringKey topics for queriesVirtual PersonasA/B Results Diversity Results against AI SummarizationDirection:Magnitude:-Strongest single result is positive/favorable for diversityTechnically a plurality of voters are positive,not a majority as stated by the tool bu

12、t closePlausibility of verbatims:-Seem more reflective of articulate moderate voting persona,but not so much the extremes(especially tone)“From my perspective,the growing diversity in the United States has both positive and negative aspects.On one hand,it brings new perspectives,ideas,and cultural r

13、ichness.On the other hand,it can also lead to social tensions and challenges in terms of integration.Its crucial to find a balance that celebrates diversity while promoting unity and inclusivity.”Q7 As you may know,the population of the United States is getting increasingly diverse-with people of ma

14、ny different nationalities,religions,races,and lifestyles becoming a bigger part of the population.Do you see the growing diversity of the United States as more of a positive change or a negative change?Positive change.47%Negative change.28%Neither/no change.25%A/B Results Power Dynamics against AI

15、SummarizationDirection:Magnitude:Strongest single result is that respondents feel that people like them are losing power in the US right nowA majority of potential voters feel that people like them are losing power in the US right nowPlausibility of verbatims:-Better at showing individuals with one

16、view or the other but still likely more balanced in their statements than what we would generally see in real lifeFrom my standpoint,people like me are losing power in our country today.The increasing income inequality and job insecurity have created significant obstacles for individuals in lower-in

17、come brackets.The decline in manufacturing has also affected job opportunities.However,I value the diversity that enriches our society and promotes inclusivity.In my opinion,people like me are gaining power in our country today.The emphasis on diversity and inclusion has created more opportunities f

18、or individuals from different backgrounds to have their voices heard and contribute to decision-making processes.Additionally,advancements in technology have leveled the playing field,allowing individuals like me to pursue entrepreneurial ventures and make a positive impact.However,its important to

19、address the existing wealth inequality and ensure that everyone has equal access to opportunities.Q8 Thinking about the changes that are occurring in our society,do you think people like you are mostly gaining power or losing power in our country today?Mostly Gaining Power.13%Mostly Losing Power.52%

20、Neither/not gaining nor losing power.35%Persona Simulations for Both A/B Tests+Provides a plausible,nuanced view about likely presidential voting among nearly all personas,sometimes in unexpected but plausible ways,which can be insightful-The personas also gave very likely/plausible answers about th

21、eir sources of news consumption Some personas are more well-developed than others Personas were very good in answering queries about diversity and power dynamics The personas gave very implausible answers on their likely sources of entertainment consumptionConclusion:The Utility of Simulated Virtual

22、 Audiences is in Exploratory Research DesignBrings immediate light to new exploratory areas which helps bring agility to research designAlthough AI based persona tech is still in development,the virtual audiences mimicked the aggregate insights related to the two selected HART study questions on pow

23、er dynamics and diversityNotably,the taxonomy and tone of the verbatims seemed more measured than what we would typically hear on the topic from certain segments,indicating a potential regression to the meanThis leads us to conclude that this method is currently useful in green field exploratory are

24、as where you want immediate telemetry and have not had the chance to conduct traditional researchDemo:Chatting with Synthetic PersonasThank YSamir Saluja|Managing Partner AppendixSamir is Founder and Managing Partner of Derive One(D1),a strategy consulting,insights,and technology company helping ent

25、erprises align their data and insights strategies around core decisions.Over the past six years,Derive One has helped Fortune 500 clients with formulating strategic initiatives and research approaches in response to emerging technology trends.Through D1s joint venture with Olson Zaltman,Samir has le

26、d the product development of Simile,a metaphor recognition and measurement tool on Qualtrics which provides insights into how consumers think unconsciously.Prior to founding D1,Samir was a product leader at Microsoft,where he started the Microsoft Professional Program aimed at seeding the market wit

27、h curriculum in data science and artificial intelligence.Samirs D1 teams havesupported clients in R&D,development,and integration of AI capabilities into existing applications.He has also spent time in Bolivia with the Peace Corps and is fluent in four languages.He graduated from the University of M

28、ichigan with degrees in economics and political science.Derive One ProfileSamir SalujaManaging Partner at DeriveOneDarin has nearly 25 years experience working in marketing strategy and insights.He has extensive experience in brand communication,advertising,messaging and positioning,having worked at

29、 Fortune 100 technology firms Microsoft,Intel,and Verizon.He has also worked in senior roles at several different market research and insights consulting firms,including The Modellers,Ipsos,and now Derive One.Darin brings a wealth of experience and expertise in quantitative and qualitative market re

30、search methods and techniques to his role.Darin started his career working in Democratic politics while completing his undergraduate degree in anthropology at the University of Pennsylvania and after.While living in Washington,DC he worked at the Democratic Policy Commission,which was part of the DN

31、C,the Paul Douglas Foundation,which was Paul Simons 501(c)3,and for a US Senate campaign.Darin returned to the University of Pennsylvania to pursue and complete his M.A.and Ph.D.at the Annenberg School for Communication,where much of his research was focused on political communication.He worked clos

32、ely with Kathleen Hall Jamieson,a MacArthur Foundation award winner,who served on his dissertation committee and is the founder of the Annenberg Public Policy Center and factcheck.org.Prior to working on the industry side,Darin served as an assistant professor at Georgia State University where he ta

33、ught political communication,communication ethics,and research methods.Derive One ProfileDarin Klein,Ph.D.Senior Advisor at Derive OneWhere:Bellevue,WARoots:TechnologyAudience InsightsProduct Management&DevelopmentData Science&Machine LearningLearning&EducationClients Include:MicrosoftAcumatica PayP

34、alProcter&GambleKimberly ClarkDual-System TM:At DeriveOne,we innovate in methods and technology that bridge the gap in research between rational decision making,unconscious thoughts,and emotion.THINK.FEEL.DECIDE.LimeadeCoca-ColaHain CelestialAmperityNorthwest CenterKey Partnerships:Olson Zaltman Project Simile JV Partner Qualtrics-Technology Partner|Marketplace PartnerStrategy Consulting|Insights|Technology(IADB)Inter-American Development BankTargetSanofi