How Guinness World Records uses AI to understand brand perception

Room 1 | 10:20 am - 10:50 am | Tuesday, October 11, 2022

For many global businesses, monitoring audience sentiment is vital insight that informs a company’s brand strategy. It was especially important for Guinness World Records (GWR), whose business has evolved into multiple sectors with diverse audiences all over the world. Faced with the challenge of analyzing over 20,000 free text responses in 10 different languages, GWR applied AI to drastically reduce manual effort and to obtain more consistent results. In this session, Lucy from GWR and Pascal from Caplena will demonstrate how text analysis leveraging state of the art AI can be used to analyze brand perception open-ends with minimal effort and how innovative visualizations such as a correlation analysis can give you more insight for your money.

Key takeaways:

  1. Learn about advantages of using open-ends in brand perception research.
  2. Understand benefits of using AI to analyze brand perception open-ends and get a better understanding of what different kinds of AI text analysis approaches can do for brand perception.
  3. See new kinds of inspiring visualizations that allow for deeper analysis of the responses such as correlation analysis between topics.

Topics covered:

  • Data visualization.
  • Data integration/big data.
  • Assessing marketing research technology vendors.
  • Automated research.

Case Study Joint Presentation Technology


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