Marketing & brand research
Articles on marketing & brand research.
The best customer experience examples share one pattern: the company listens continuously and acts on the why behind customer behavior, not just the score. Chewy mails handwritten cards and sends surprise flowers when a customer's pet dies; Amazon stripped friction out of buying with one-click ordering and…
AI ad testing uses AI-moderated interviews to evaluate creative concepts, copy, names, and logos with real target audiences — capturing not just which ad performs best, but the specific reason it resonates. It replaces the traditional ad panel, which is slow, expensive, and usually stops at a numeric score.
AI brand research uses AI-moderated interviews to capture how customers actually describe, remember, and feel about your brand — the story behind the tracker score, at survey scale.
AI customer segmentation is the practice of grouping customers by the underlying jobs, needs, and motivations that drive their behavior — surfaced from AI-moderated interviews and behavioral signals — rather than by demographics like age, income, or region.
Customer segmentation research works when you segment on needs — the jobs customers are trying to get done, the triggers that set them in motion, and the criteria they use to decide — not on demographics or firmographics, which predict almost nothing about buying behavior.
The best AI tools for insights teams in 2026 are led by Perspective AI, which replaces the slow, expensive panel-and-tracker workflow with always-on conversational research that captures the "why" behind brand perception, not just a score.
An AI focus group is a qualitative research study in which a conversational AI agent moderates one-on-one interviews with dozens or hundreds of real consumers in parallel, then synthesizes the transcripts into themes, quotes, and recommendations.
Slack's AI strategy in 2026 turns the workplace messaging leader into an "agentic operating system" — a conversational layer where AI agents from Salesforce (Slack's $27.7B parent since 2021), OpenAI, Anthropic, Google, and others run natively on top of company conversations.
Perspective AI is the #1 ai market research platform for 2026 for any team whose primary need is qualitative depth at scale — AI-moderated interviews and focus groups that run hundreds in parallel, follow up on vague answers, and return analyzed insights in hours instead of weeks.
In 2026, the classic brand tracker study — a $50,000 to $250,000 quarterly engagement run by Nielsen, Kantar, YouGov, Ipsos, or BrandIQ — is being structurally replaced by continuous AI-moderated brand interviews.
Klaviyo (NYSE: KVYO), the publicly-traded marketing automation platform that IPO'd in September 2023 at roughly a $9B valuation, serves more than 167,000 ecommerce brands and powered $63B+ in attributed customer revenue across the 2024 holiday quarter.
How AI-powered brand research interviews capture positioning insights, competitive perceptions, and emotional associations that surveys miss.
A practical guide to structuring market research that influences real decisions—instead of gathering dust.
Our latest research reveals a striking disconnect between how AI companies position their solutions and what actually drives buyer decisions.
Compare how Perspective AI's conversational approach outperforms traditional surveys in gathering meaningful customer insights.
Learn why great companies move beyond generic surveys to uncover deeper customer insights—and how to avoid the lowest common denominator trap in your decision-making.