Artificial Intelligence and Market Research: A Good Match?

Artificial Intelligence and Market Research: A Good Match?

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How should you, or can you use AI’s immense potential of when it comes to market studies?

First and foremost, companies – whether targeting consumers (BtoC) or other businesses (BtoB) – must constantly make strategic decisions. These include:

  1. Whether or not to launch a new product
  2. Market segment selection
  3. Positioning or differentiation definition
  4. Identifying expansion opportunities
  5. Price optimization

Market research can be time-consuming and costly. Sometimes, timing is crucial if you want to take advantage of certain favorable circumstances. It’s therefore crucial to define the questions to be addressed and to structure the research according to actual needs.

Before carrying out market research, you need to define the questions you want answered. Then we identify the information we already have and define the methodology for obtaining the missing answers. Here are a few examples of potential sources of information:

  • Official statistics
  • Expert interviews
  • Literature reviews and competitive analyses
  • Surveys and focus groups

 

Artificial intelligence: a complementary but not infallible tool

Depending on the time available, the use of AI should be seen as an additional resource in the available arsenal of tools. For example, in the context of market research, artificial intelligence tools could be used to:

  • Quickly identify relevant sources of information
  • Linking concepts and trends
  • Generate hypotheses on market strengths and weaknesses of the organization, and opportunities and threats in the market
  • Establish chronologies of events and identify influencing factors (regulations, barriers to entry, etc.).
  • Identify potential competitors

However, it is clear that artificial intelligence tools have generated “hallucinations” that involve invented facts, information that is more or less realistic, incomplete or simply untrue.

Sources can be biased, subject to external influences or unfounded. But sometimes, information generated by artificial intelligence can greatly speed up the market research process. You need to be able to analyze the information provided by artificial intelligence and validate its authenticity and veracity. Rigor is essential!

Artificial intelligence will never replace human insights gained from customer testimonials, experts or contextual analysis. Market research is not just a matter of accumulating data, but requires a detailed understanding of the economic, social and political context.

In short, professional rigor means generating the fullest, truest and most useful analysis possible. Artificial intelligence can greatly speed up the market research process, but it should not replace human intelligence as consequences deriving from some decisions can be very significant. An independent market research can lend a helping hand!

Qualtrics X4 Summit: What to Expect

Qualtrics X4 Summit: What to Expect

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The Qualtrics X4 Summit is a must-attend event for professionals looking to enhance customer, employee, product, or brand experience through data. Every year, this conference brings together thousands of experience management (XM) specialists and experts to share strategies, innovations, and best practices.

At SOM, we attend the X4 Summit not only to deepen our knowledge but also to support our clients in optimizing their experience management efforts. If you’re considering attending, here’s an overview of what to expect and why this event can be a valuable opportunity for your organization.

What to Expect at the X4 Summit?

1. Inspiring Keynotes

Each year, X4 welcomes renowned speakers, including business leaders, experience management experts, and market innovators. Their insights and strategies provide a unique perspective on emerging trends and offer valuable guidance on optimizing experience management within organizations.

2. Hands-On Workshops and Training

The X4 Summit offers workshops tailored to all expertise levels, covering topics such as customer, employee, and product experience. These interactive sessions provide an opportunity to learn best practices, explore new approaches, and maximize the use of the Qualtrics platform with concrete, actionable advice.

3. Exclusive Access to Qualtrics Innovations

X4 is where Qualtrics unveils its latest advancements. Attendees can discover new features, interact with experts, and understand how these innovations can improve data collection and analysis. This is an ideal opportunity to optimize the way you leverage the platform.

4. Strategic Networking with the XM Community

X4 is also a prime networking event. You’ll have the chance to connect with other professionals in the field, exchange insights, share challenges, and get inspired by best practices from other organizations. These conversations help broaden perspectives and provide concrete ideas to apply in your own business.

SOM: A Recognized Qualtrics Partner

At SOM, we help our clients enhance their experience management by providing solutions tailored to their needs. As a Qualtrics Gold Advisory Partner, we attend the X4 Summit to stay ahead of industry trends, deepen our expertise in the platform’s capabilities, and strengthen our Qualtrics knowledge.

If you’re considering attending, feel free to reach out before the event! We’d love to discuss how to make the most of it and translate key learnings into actionable strategies for your organization.

We hope to see you there!

Customer experience trends 2025

Customer experience trends 2025

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If the need for a sense of reality was felt in 2024 in a world that was still post-pandemic, tired, stressed and grappling with the challenges of AI’s arrival in our daily lives, this new year seems to be full of contradictions!

SOM attended Interface & Co’s trends presentation and the ensuing discussions with CXPA Québec, and is pleased to share with you the 5 trends we believe will affect the way you deliver customer experience in 2025.

1. To have one’s cake and eat it too

Customers want tools that provide faster, more personalized and more autonomous responses (long live AI), but that also value the human aspect as more authentic and trustworthy. Many organizations have found that their NPS score is positively correlated with the number of human contacts.

The challenge for companies will therefore be to strike the right balance between being able to offer the full range of services expected by their customers, and prioritizing initiatives that deliver the best return on investment (ROI-ROX).

2. Protectionism or the new Donald effect

COVID had shaped our shopping habits, as have the new announcements by the U.S. president, elected for the next four years, about a potential tax on Canadian products. The public has begun to prioritize Quebec and Canadian products over U.S. brands, and will eventually remain cautious before making major consumer decisions (travel, renovations).

So put forward the fact that you’re a local business to convince your audience. You can also refer to the sustainable development aspect, which continues to be a strong trend when it comes to choosing a brand.

3. The quest for meaning

In addition to the aforementioned elements of greater authenticity, consumers are looking for richer interactions, punctuated by “good” friction, where controlled slowness allows for deeper engagement and a sense of control. For example, some retailers are removing self-service checkouts to rebuild a bond with their customers.

Speed and simplicity are not necessarily signs of satisfaction: the quest for meaning could come before efficiency in some cases. To improve their customer experience, companies need to become true partners in simplifying people’s lives. Your allies may well be in your ecosystem! Take insurance companies, for example: the experience they deliver to their policyholders also depends on the performance of the garage that will carry out repairs in the event of a car accident.

4. The decline of influencers and the popularity of communities

In a world where all information is questionable and sometimes unverifiable, trust in influencers is plummeting. Young people understand that the products they see are merely the result of commercial operations, and are refocusing on the opinions of niche communities.

Over and above greater trust, communities and other “super fans” share common interests, enabling a degree of social reunification to solve tomorrow’s problems together and countering the feeling of loneliness that has been entrenched since 2020. Brands will have to reconsider their communication strategies and tactics.

5. The perverse effect of algorithms

While personalization has been on everyone’s lips in recent years, Internet users are now complaining about the standardization of their favorite platforms. Everything ends up looking the same, and the proposed experience, although adapted to their tastes (thanks to cookies and algorithms) is ultimately the same, regardless of the medium. According to some, this can even lead to people being locked into a bubble where diversity no longer exists, and to a certain closure to the rest of the world.

So think of ways to differentiate yourself!

Conclusion

As you can see, all these trends are converging and militating in favor of greater differentiation of brands and customer experiences. It’s a delicate exercise, exacerbated by the many demographic changes that are underway (more retirees, fewer foreign workers, increased needs of an aging population, etc.).

 

 

How do we approach employee experience in 2025
How do we approach employee experience in 2025

How do we approach employee experience in 2025

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The standardization of teleworking in certain sectors, particularly business services, has shaken up the organizational culture of many companies. In this new culture, some employees can easily feel isolated and gradually lose motivation. In some cases, the bond with the team and the organization can wither away. But you can do something about it. Here are 5 tried-and-tested ways you can help.

1. Be a good listener

Still too few companies in Quebec have implemented a formal employee experience program that includes a structured engagement survey and point-in-time measurements to measure the evolution of the experience over time. The engagement survey is the cornerstone of such a system, as it provides an overview of the employee experience and identifies the key drivers of engagement.

Set yourself the target of carrying out at least one detailed employee experience measurement per year, even if you have to supplement this with a few short follow-ups if needed. Team meetings are also a good way of keeping in touch. Finally, to avoid frustration, think twice before including in your consultations elements for which you are certain there can be no change.

2. Give feedback

Let’s face it, employees are often skeptical about a company’s willingness to implement changes inspired by an engagement survey. Many employees feel more often listened to than heard. In this context, it’s best not to waste any time and tell things as they stand. Take the time to communicate with your employees (including managers) to present the main results of the consultation, indicating which changes will be implemented in the short and medium term, and which ones may take longer. Don’t forget to celebrate your successes! There are surely many aspects of the employee experience that are perceived as strengths.

3. Take targeted action

The engagement survey will have informed you about the main engagement levers and their respective performance. But the real work begins once you’ve analyzed the results. Focus your action plan on the aspects of the experience that matter most to your employees. These aspects generally fall into two broad categories: organizational and managerial.

For organizational aspects, invite employees who show an interest in participating in the experience improvement process to join a working committee. For managerial aspects, make sure that managers are well supported in their efforts to improve the employee experience. Bring together managers with similar issues to work together on concrete solutions.

4. Proceed on a small scale

If you feel that certain changes are of considerable magnitude and carry significant financial risks, you don’t have to implement them across the whole organization at once. First, test the changes in one department or team, then make the necessary observations. If it’s a success across the board, you’ll feel confident about implementing it on a larger scale. If adjustments are required, you can make them before the big roll-out.

5. Measure your progress

Once certain changes have been implemented within the organization, it’s vital to go ask for feedback to measure their impact on employee experience and engagement. That’s when you can see the fruits of your efforts. But beware, the needle doesn’t always move at the pace you’d hoped. You sometimes will have to be patient. By measuring conscientiously, you’ll know exactly what you’re doing. And you’ll have a full picture of employee reactions to the changes you’ve implemented, thus allowing you to better support them.

Major Challenges for the Aviation Industry in 2024

Major Challenges for the Aviation Industry in 2024

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The Net Promoter Score (NPS) is a widely used indicator in businesses, with numerous benchmarks available. However, it is often difficult to find benchmarks that truly reflect the Quebec reality. 

Recovery and Turbulence 

The aviation sector in Quebec in 2024 presents a mixed picture, marked by a robust post-pandemic recovery but facing significant structural challenges. While demand has rebounded strongly, even surpassing 2019 levels for cross-border travel in Quebec[1], the sector is grappling with a shortage of skilled workers and high operational costs (including airport rents, security fees, and fuel taxes). 

Moreover, the Canadian aviation market is experiencing significant consolidation, with the disappearance of low-cost carriers Swoop, Lynx Air and Jetlines in the past year and WestJet’s acquisition of Sunwing. This development, coupled with supply chain challenges such as aircraft delivery delays and turbofan engine recalls, could lead to reduced availability and higher prices, particularly in small markets and remote areas, potentially deteriorating the customer experience. 

Polarized Opinions 

Our recent study of Quebec passengers reveals a NPS of 23 for this sector, indicating a moderate intention to recommend. In comparison, the intention to recommend the most recently used airline ranks mid-range among the industries measured in this study. 

The polarization of opinions in the aviation sector is striking; it ranks third in terms of detractors and fourth in terms of promoters. However, the attitude and expertise of staff are major strengths. 

That said, strong criticisms persist regarding frequent delays, high fees, lack of bilingualism, and limited space on planes. The extreme age groups (18-34 years and 65+) are particularly critical. Despite all the efforts made, the evolution of the customer experience seems stagnant, with nearly equal proportions of customers perceiving an improvement or deterioration in the airline experience since last year. 

Strategies to Improve the Passenger Experience 

Several recommendations emerge from the analysis of the situation: 

  • Improve Communication: Be clear and transparent about optional services and additional costs; engage in real-time communication with passengers. 
  • Optimize Operations: Focus on punctuality, connections, baggage handling, and minimizing passenger effort in case of unforeseen events. 
  • Enhance the Onboard Experience: Improve meal quality, seat comfort, and modernize the fleet. 
  • Personalize Service: Tailor the experience to different types of travelers (self-service, individual support, hybrid mode), ensure French-language service on Quebec routes, and consolidate customer data to optimize the personalization of the experience. 

It is also important to choose a key performance indicator that includes polarized opinions, such as NPS or an average satisfaction score, rather than a percentage of satisfied customers, for example. Additionally, tracking the evolution of promoters and detractors often reveals interesting nuances for analysis and decision-making. 

Don’t Miss the Turn! 

The Quebec aviation sector in 2024 is at a crucial crossroads, facing complex challenges despite an encouraging post-pandemic recovery. To improve passenger satisfaction, the industry will need to adapt quickly, focusing on optimizing operations, personalizing services, and transparent communication, all while navigating a constantly evolving economic and regulatory landscape. 

Survey methodology 

This online survey was conducted from May 24 to 30, 2024, with 695 French-speaking Quebec adults. The sample was drawn from the SOM Panel, which consists mainly of individuals randomly recruited by phone (landline and mobile), making it a probabilistic sample. The data was weighted to best reflect the characteristics of the population based on age, gender, household size, education, the proportion of adult homeowners, and region. The maximum margin of error, for all respondents, is +/- 4.2%, 19 times out of 20. 

 

[1] Moins d’autobus, mais déplacements records en avion

SOM’s response to COVID-19

SOM’s response to COVID-19

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Since March 12, Quebec has been facing an exceptional situation that forces everyone to review their priorities. First of all, we would like to warmly thank our staff, our customers and our suppliers for their extraordinary collaboration during this challenging period. It is thanks to you that we will emerge from this crisis. We must continue to move forward with confidence and resolve, while adhering strictly to the guidelines of public health authorities.

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We will be at the “Service à la clientèle” conference presented by Les Affaires!

We will be at the “Service à la clientèle” conference presented by Les Affaires!

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[This event is held in French]

The 7th edition of the “Service à la clientèle” conference presented by Les Affaires will be held in downtown Montreal on October 23rd. Major organizations such as Investissement Québec, Cirque du Soleil, La Presse, Groupe CH and many others will be attending to discuss their experiences and strategies in optimizing customer service.

This year, SOM is proud to be a partner of the event and we are pleased to announce that we will host a workshop on October 24!

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We are reviving the Blog and the Newsletter!

We are reviving the Blog and the Newsletter!

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As you probably noticed, we have been rather discreet in our communications in recent years. That’s because we had to focus on all these exciting research projects!

Since the redesign of our website is now completed, we intend to relaunch our blog and newsletter soon. At a reasonable frequency of course… since we still have lots of exciting projects to conduct.

See you soon!