Robot Work vs. Human Work, feat Ferris Jumah, Founder and CEO of Surge.ai
Future Commerce · with Ferris Jumah · November 27, 2020 · 57 min
Summary
This episode unveils how AI-powered market research can give ecommerce brands a critical edge. Discover how real-time insights into consumer search and social behavior enable agile strategy, revealing unexpected trends and optimizing content, product, and targeting for faster growth and a competitive advantage.
Key takeaways
Traditional market research is often outdated by the time it's actionable; real-time data from platforms like Surge.AI provides a continuous pulse on evolving consumer trends.
Focusing on the "robot work" of data collection and analysis through AI frees up human teams to concentrate on strategic "human work" like brand building and product development.
Analyzing search and social data uncovers subconscious consumer behaviors and emerging interests that traditional surveys often miss.
Map the customer journey through inspiration (social media), education (YouTube/Google), and participation (Amazon) to understand how DIY trends translate into purchase intent.
Leverage AI to identify entirely new, previously unconsidered audience segments and product opportunities, rather than just validating existing hypotheses.
Themes
ai & automationanalytics & attributionbrand & contentdtc strategy
What if retailers didn't have to spend precious time and massive amounts of money in research to break into a new audience? Surge is a real-time market research platform that helps brands quickly identify and target new audiences on search and social platforms. Ferris Jumah, Founder and CEO of Surge.ai joins the show to talk about Surge and its role in Future Commerce's newest report, The New DIY.
Traditional market research is often outdated by the time it's actionable; real-time data from platforms like Surge.AI provides a continuous pulse on evolving consumer trends.
What does this episode say about analytics & attribution?
Focusing on the "robot work" of data collection and analysis through AI frees up human teams to concentrate on strategic "human work" like brand building and product development.
What does this episode say about brand & content?
Analyzing search and social data uncovers subconscious consumer behaviors and emerging interests that traditional surveys often miss.
What does this episode say about dtc strategy?
Map the customer journey through inspiration (social media), education (YouTube/Google), and participation (Amazon) to understand how DIY trends translate into purchase intent.
What does this episode say about ai & automation?
Leverage AI to identify entirely new, previously unconsidered audience segments and product opportunities, rather than just validating existing hypotheses.
