Dékuple Insight is a new Augmented Solution from the Dékuple Group, dedicated to detecting trends and consumer insights in real time. It is through a crossanalysis of online conversations, searches and digital behaviour that our Insights consultants support brands.
What is the biggest challenge in customer understanding today?
Thomas Zavrosa – Director of Dékuple Insight : We have never had access to so much data and so many tools for studying and understanding audiences, but it has never been so complex to make them truly actionable. 80% of data remains invisible and untapped within companies. The challenge does not lie in the sheer volume of data or the tools used to analyse it, but in finding ways to activate it effectively!
What is Dékuple Insight’s methodology and added value?
Dékuple Insight helps brands inform their decisions by drawing on real, cross-referenced consumer signals: what they say, search for and do online. The challenge is not to accumulate data, but to understand what it reveals. By combining digital data, AI analysis and human expertise, and by cross-referencing and overlaying complementary or contrasting insights, Dékuple Insight transforms complex information into clear, prioritised and actionable insights.
How does this approach improve performance?
The real-time aspect of the solution and the analysis of digital data is a powerful tool for test-and-learn. Certain industries with short product launch cycles require this level of responsiveness. The detailed analysis of targets’ needs, desires and behaviour enables hyper-personalisation. The solution allows you to prioritise your investments, anticipate expectations and ensure you don’t miss out on emerging trends that are developing at an ever-increasing pace.
What role do human intelligence and AI play in this approach?
Human intelligence remains central. AI enables us to accelerate the process, collect and analyse vast amounts of data, and detect weak signals. It is only valuable if guided by business expertise, within a strategic framework that incorporates an understanding of the challenges, the brand and the expectations. Human intelligence will be at the helm to interpret, arbitrate and execute. This applies from data collection, through analysis, to reporting.
“Dékuple is a trusted partner in our innovation journey. The team’s expertise has enabled us to develop an approach that maximises the impact of our insight work and directly contributes to deepening our understanding of our consumers.”
“Thank you to the Dékuple Insight team for this study, which is as inspiring as it is actionable. A structured, quantified analysis that allows for simple implementation by the marketing and digital teams”