Here at Plotto we love Twitter. It enables us to have a conversation with our audience, regularly share articles that we know will be of interest and learn which developments in the world of research and technology people are talking about most right now.
We had a look at our tweets over the past few months and found there were four hot topics that really caught our audience’s imagination…
1. AI and Big Data
Artificial Intelligence is always interesting, whether it’s because we are amazed at how it is developing to help businesses operate more efficiently, or because we find it just a little bit frightening. There is still a lot to be learned about how AI and Big Data can help us, and there is a fair degree of scepticism relating to how reliable it can be. One of the articles from Architecht we shared recently acknowledged its benefits but also looked at its pitfalls: how human error creates flawed algorithms that in turn create bias problems, proving how artificial intelligence relies heavily on the intelligence and diligence of the humans programming it.
Another article reiterated the need for quality programmers, revealing how AI is set to create more jobs; but since, according to Forbes, there is currently a huge skill shortage in this area, many of those jobs are as yet unfilled.
On a more sci-fi theme, the news from Inquisitr that robots can assess someone’s personality based on eye movements roused interest. Neuroscientist Tobias Loetscher said that the findings would create ‘opportunities to develop robots and computers so that they can become more natural, and better at interpreting human social signals.’ So next time you feel like smashing your laptop when it crashes, you might find your laptop cowering in the corner or getting ready to punch you back.
2. Market Research and Consumer Experience
Market research and understanding consumers are naturally high on the agenda for our audience. Two recent articles that piqued interest looked at how to improve respondent recruitment for market research (we talked about this last year, here and here) and, in an interesting contrast to the rise of AI, how crucial human contact is to consumer satisfaction, suggesting technology will never fully replace that all-important human engagement. Consumers would still rather shout at a person than their laptop.
Neuroscience was another engaging topic here, one of our articles from insight-intelligence looking at how video (specifically advertising) provokes responses in the brain of either a positive or negative nature, and how advertising can then be designed to be most effective.
Another article that we and our audience loved was Vision Critical’s advice on how best to extend the reach and impact of your market research findings. We were particularly convinced by the need to tell an engaging story to stakeholders, and how successful video is in doing this.
3. The latest tech
Tech plays a huge part in our Twitter audience’s lives and naturally any news in this field creates interest. Virtual and Augmented Reality are steadily gaining ground, and an article from Digital Trends detailed some of the diverse areas where they are being put to use, such as gaming, surgery, business collaboration and therapy. Meanwhile, continuing the AI theme, another article reported on Accenture’s new Fairness Tool that aims to correct bias in algorithms, allowing users to tweak variables where some demographics might be treated unfairly by data.
Our favourite topic of course, and always a talking point amongst our audience. Live streaming is an interesting area, and one in which great leaps forward are being made in terms of quality and scope. Influencer marketing in particular has boosted its popularity and power, and with better resolution and glitch-free technology, hopefully you won’t have to shout at your poor emotionally sensitive computer any more.
Looking at this run-down of most popular tweets, we can see a thread running through many of them: the importance of the human touch. Closer engagement with internal stakeholders and consumers, storytelling, being able to trust research insights whether they are delivered via questionable Big Data or questionable in-the-flesh respondents: all of these, even in our age of technology, require a huge human input.
Video surveys can help with these needs. An audience’s natural tendency to sit up and listen when a video is introduced means it is an invaluable tool in bringing stories to life and creating memorable narratives, as we explored earlier this year when we looked at engagement. Seeing respondents talk on video about their opinions helps us judge what they really mean, as we discussed in a recent blog post about body language and honesty. And the rising popularity of video as a medium for conveying one’s opinions means that your average consumer is more au fait than ever with using technology, whether it’s recording market research videos on their smartphone or exploring VR.
All things considered, there’s never been a better time to revisit one of our most popular tweets ever – an invitation to take advantage of Plotto’s free trial at plotto.com/free-trial!
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