Australian brand and creative agency Optimo Designs has gained exclusive rights to an Artificial Intelligence-based platform which aims to deliver category-specific trends and changes in consumer behaviour as the COVID-19 pandemic continues to unfold.
The London-based global technology and science company Black Swan Data is teaming up with Optimo by using its AI platform to unlock real-time discussions across social, review and blogging platforms, which can then predict future needs and wants of consumers.
The reports are updated each fortnight and highlight the shifts in the snacking and non-alcoholic beverage categories, with the objective to inform brands of immediate trends and opportunities for growth as a result of the pandemic.
“This campaign is about giving marketers real data and insights into consumer behaviour in the snacking and non-alcoholic beverages categories as the COVID-19 crisis unfolds,” said Optimo managing director Chelsea Parkinson.
“We are combining Optimo’s expertise in these categories with Black Swan’s state-of-the-art data and insights derived from millions of real-time online consumer conversations.”
Black Swan Data CEO Steve King said it is crucial to identify trends and cultural drivers that are emerging, growing and sustaining as COVID-19 plays out.
“Brands are not short of conjecture and opinion about the impact on consumers of COVID-19, but what they need is data,” he said.
“Surfacing these requires structured scientific analysis, using the tools and techniques of Social Prediction and crucially a robust time-series dataset.”
The report package consists of six reports over 12 weeks, with the proprietary AI tools used to “scrutinise, clean and enrich all conversations” across social media platforms, news sites, product reviews, forums and blog comments, “to ensure the underlying data is relevant and robust”.
Global trends from the US and European markets will also be available to Australian brands.
