Staying ahead of consumer demands is not just a “nice-to-have” advantage but a necessity for businesses to survive. At Cherry Bekaert, we specialize in leveraging the power of artificial intelligence (AI) to revolutionize our clients’ research and development (R&D) and go-to-market strategies. This integration of AI not only expedites the discovery process but also helps certify that products and services do more than meet consumer needs. Instead, businesses anticipate them. Helping our clients stay ahead of what their customers want—or will want—to achieve untapped growth opportunities is our primary objective.
AI provides a triple advantage by delivering solutions that are better, faster and more cost-effective. The significance of “better” cannot be overstated, as it leads to the discovery of innovative use cases that resonate deeply with consumers. For instance, consider the enhanced ability to predict optimal launch timing using search trends and deep social media scans, which tap into vast datasets to identify emerging trends and consumer sentiments. This precision in timing is critical for introducing groundbreaking ideas that capture the market’s imagination. AI tools provide R&D teams real-time voice of customer, significantly shortening the timeline for AI product development and improving how well new products address customer needs.
As for making R&D teams “faster,” the typical R&D cycle, from concept to product launch, spans years, relying on traditional methods like site visits, surveys, and polls, or, more commonly, the insights from sales teams, which are often biased toward short-term sales as opposed to long-term growth. While effective, these methods are no match for the speed and efficiency AI brings to the table. Today, AI tools can provide the ability to rapidly test a digital prototype through social channels to get feedback on optimal features, functionality, design, and price points, all without even building a physical product.
Generating the Right Ideas, Choosing the Right Tools
We do more than advocate for AI adoption. We guide our clients through selecting the appropriate AI solutions and piloting them as they parse vast data for human sentiment, emerging trends, and potential innovation “hot zones.”
To better assist our clients on their AI journey, our team has identified four categories of AI tools needed to help speed up their products and services lifecycle—the time it takes from idea to validation to market launch.
Trend Identification and Tipping-Point Assessment
AI-driven analytics are revolutionizing trend analysis by processing vast amounts of data from various sources such as search engines, social media, online forums, and even IoT devices. These tools employ advanced algorithms to sift through the noise and spot patterns, providing companies with actionable insights much quicker than traditional methods.
For instance, some tools can track the velocity of conversations around certain topics and use predictive analytics AI to project future interest levels. By integrating these insights with market data, companies can predict tipping points, such as when a niche trend might hit the mainstream, and strategically time their product launches.
Consumer Tensions and Jobs To Be Done
AI can tap into the underlying “jobs” consumers are trying to get done in their lives. By analyzing consumer data and identifying patterns of frustrations or unmet needs, AI tools can suggest product features or entirely new products that address these tensions.
For example, text analytics and sentiment analysis can parse through customer service calls, product reviews, and social media to highlight areas where customers feel current solutions fall short. This can lead to innovation deeply rooted in solving real consumer problems rather than just incremental improvements to existing products.
Innovative Portfolio Development
With generative AI, companies can automate the generation of new ideas and designs. This includes everything from drafting initial product concepts to creating detailed sketches and prototypes. AI systems like generative design software can propose various design solutions that meet specific criteria and constraints, which humans can then refine.
This allows for a diversified innovation portfolio with a higher potential for breakthrough ideas. Companies can quickly iterate on designs, with AI providing data-driven suggestions to improve the form, function, and appeal of product concepts based on consumer feedback and market analysis.
Digital Prototyping
AI-enabled digital prototyping has taken a quantum leap forward with AI. Virtual environments and simulations can mimic real-world interactions and usage scenarios, enabling companies to observe how consumers might interact with a new product without the need to produce it physically.
Micro-testing leverages the reach and engagement of social media to validate product interest. AI can analyze the click-through rates, engagement levels, and even follow-up comments to assess potential market success. This approach not only gauges interest but can also be a valuable tool for A/B testing different aspects of the product concept, from features to marketing messages.
Will AI Replace Traditional Product Managers/R&D Teams?
There is a persistent worry that AI could potentially take over jobs with its ability to process and analyze data at superhuman speeds. If machines can learn and improve upon the tasks of product managers, what roles will be left for R&D teams? These fears, however, do not account for the adaptability of human skills.
Strategically, AI should be viewed as an enhancer of human creativity, not a substitute. While AI supplies data-based insights, people’s creative intuition, industry expertise, and strategic foresight remain indispensable. Human judgment should guide the final decisions, making sure they consider the broader implications and ethical dimensions of product launches.
This symbiotic relationship between human wisdom and AI’s analytical prowess is at the heart of our philosophy. We leverage AI’s capabilities for data analysis while grounding our strategies in the nuanced understanding and foresight that only humans can provide. This fusion warrants that data offers more than information about our innovations—it is also profoundly rooted in human-centric values.
Companies Who Are Early Adopters of These Techniques Will Have a Strong Advantage in the Market
Our Strategic Growth & Innovation team is committed to equipping our clients with the AI tools necessary for informed decision-making and innovation. The future of product and service development hinges on the intelligent leverage of AI, and we stand ready to guide our clients forward through this evolving landscape. Partner with us today to transform data into actionable insights and strategies into outcomes.
