Architect a Future-Proof Insights Program

AI is still bound by structure and the need for historical data for it to make predictions. This means it can’t pivot fast enough in the face of disruption nor can it comprehensively account for scenarios outside the bounds of its data and algorithms. This highlights the continuing need for hybrid solutions that augment AI with human knowledge.

We are seeing how supply chain constraints, commodity price spikes, resource insecurity, geopolitical tensions and consumer conscientiousness are drastically impacting the business landscape – how these near-term disruptions branch out into uncertain future scenarios is becoming more complex given our global dependencies yet siloed interests.

This session presents how market research and customer insight professionals can periodically assess and restructure their data streams and AI tools through the lens of research-driven scenario planning. This includes: mapping dependencies in your organization, competitor organizations and the value chains to enable identifying additional and non-traditional data to monitor; incorporating a broader view of the world (geopolitical, climate, patents) through dynamic data models to enable scenario impact analysis; building spaces for brainstorming with stakeholders and experts on potential changes and consequences across multiple time horizons; and prioritizing and consolidating these scenarios on probability and degree of impact. This approach enables CI professionals to prepare their tools and processes to pivot better in the face of disruption.