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Georges Akkaoui, Regional Director at Toluna MEAT, a global research and insights provider company that empowers clients to make smarter data-driven decisions, speaks of his company's edge and the role of Artificial Intelligence in market research.

'At Toluna, we're at the forefront of market research innovation, driven by our commitment to quality. Our 'AI Everywhere' approach demonstrates this by integrating artificial intelligence with human expertise - what we call augmented intelligence - to enhance how we deliver insights to our clients.

Our framework rests on three pillars: client insights, data quality, and platform integration. By combining AI's processing capabilities with human expertise, we deliver deeper consumer understanding while maintaining research rigor. This focus on augmented intelligence ensures our innovations serve a clear purpose - helping our clients make better business decisions faster.

We're bringing this vision to life through powerful new tools. SmartCloud, our AI-powered analysis solution, transforms unstructured survey responses into actionable insights by revealing nuanced themes and sentiments, while QProbe enriches open-ended responses through intelligent, in-context, on-the-spot, real-time, follow-up questions. QProbe is one of the leading conversational research tools out there!

Our advanced AI-powered solutions further demonstrate this transformation of traditional research approaches. ACT Instant, our validated copy-testing system, uses AI to predict ad performance without requiring surveys or respondents for fast turnaround ad pretesting. PACT Instant combines predictive eye-tracking algorithms with expert design analysis, delivering packaging design insights in as little as two days. Both solutions exemplify how AI can enhance and accelerate the research process.

Our synthetic personas represent a significant breakthrough in market research capabilities. Built on multiple layers of intelligence - from basic demographics to sophisticated behavioral patterns - these AI-generated profiles are grounded in our extensive first-party data. This innovation enables researchers to supplement traditional respondent samples, especially for hard-to-reach audiences, while maintaining data quality and research validity.

Our data quality protocols work continuously across three critical dimensions: research design, respondent verification, and platform integrity.

We employ AI-driven real-time verification that combines device, behavioral, and identity checks to ensure respondent quality. These protocols are enhanced by machine learning that continuously improves from each interaction. Meanwhile, our research experts work with AI-driven tools to create engaging, unbiased surveys, while automated quality controls maintain data integrity throughout the process - from study design to final analysis.

What sets our approach apart is our focus on practical client outcomes. Whether it's delivering insights in a day for critical business decisions or expanding analysis scope to meet clients’ needs fully, our AI solutions are designed to solve real business challenges.

Looking ahead, we continue to explore new applications of AI while maintaining our commitment to augmented intelligence - because we believe the future of market research lies in the powerful combination of artificial and human intelligence.'