On the occasion of the Spring of Studies and after several months of successful tests, the Ifop Group, using the technology of the innovative start-up Fairgen, signs a partnership with it which will allow the French group to renew the analysis and exploitation of marketing research and survey data.
Through this partnership, the cutting-edge technology developed by Fairgen, which uses generative AI, will be applied for the first time to opinion research. It will make it possible to analyze niche segments on a large scale with unprecedented speed and precision, while reducing margins of error and sampling bias.
Generative AI, a catalyst for the digital transformation of the market research industry
The arrival of AI (after the “on-line” revolution of the 2000s) marks a new turning point for the market research and opinion polling industry, notably with the use and processing of data complex in a predictive manner, to provide new solutions to companies and brands wondering about their market.
Indeed, the world has become more heterogeneous and the need for companies to explore niche markets is more than ever essential to decision-making. But accessing this type of information often comes at a high cost, which previously limited access.
Samuel Cohen, Fairgen CEO :
“The ability to extract precise and in-depth insights from studies is essential for businesses. With generative AI, we can reinvent how knowledge is collected. The solution developed by Fairgen makes it possible to obtain insights more quickly and accurately and to achieve reduced margins of error, comparable to those of larger samples, without the need to collect more data.
The use of synthetic data in studies limits collection costs and opens new sources of revenue from niche markets. This will revolutionize the discovery of insights: more analysis power, faster, at a controlled cost. Additionally, access to segments previously
“impossible” because they are too small or too difficult to reach for field work, becomes exploitable by extrapolating the results.
Emmanuel Candès, scientific advisor at Fairgen, Director of the Department of Data Sciences and Statistics at Stanford University.
“The generative AI technology developed by Fairgen, combined with rigorous evaluation of its predictions, has the potential to transform survey sampling.”
The Ifop Group, born in 1938, makes a point of remaining a pioneer and is committed to this new revolution in the profession
Christophe Jourdain, Managing Director of the Ifop Group, sponsor of this transformation project for the group, shares his enthusiasm.
“This partnership represents a major step forward in the integration of AI into the solutions we offer to our customers. It allows us to develop new and truly valuable approaches to micro-segment analysis and the processing of complex data in a predictive manner. It also gives us the opportunity to develop bias reduction and quality control protocols enhanced by AI. The research work carried out in recent months has made it possible to test Fairgen technology applied to studies, and to demonstrate the complementarity and excellent understanding of our teams. They have also enabled us to align ourselves with the ethical fundamentals – and in particular transparency towards our customers – which have always remained the basis of our business and our reputation. We are excited to continue working together through this formalized partnership. »
About Fairgen
Launched in 2021, Fairgen is an Israeli startup made up of a team of data scientists, mathematicians and entrepreneurs who are reimagining the future of market research and insights with generative AI. Samuel Cohen and Nathan Cavaglione met at Imperial College London where they studied mathematics and electrical engineering. Co-founders of Fairgen, they brought in two experienced entrepreneurs, Michael Cohen and Benny Schnaider. This pioneering GenAI technology will disrupt the traditional market and consumer research sector. Emmanuel Candès, an eminent statistician recognized worldwide, has joined the Board of Directors of Fairgen, whose cutting-edge technology he has validated. Since its launch, the Israeli start-up has raised $2.5 million as of June 2022.
About the Ifop Group
A company on a human scale, in the Top 5 institutes in France, the Ifop Group has been the leader in opinion research since 1938 and a key player in quantitative and qualitative marketing studies in Europe, the USA and China. Since 2018, Sociovision has enriched the Group’s offering with unique observatories on the market and exclusive data science know-how. In 2022, the acquisition of Occurrence, an independent research and consulting institute, and its subsidiary Deep Opinion will complete the value proposition in the evaluation of communication devices. In 2023, Brain Value, the leader in qualitative studies in France, will bring new impetus to qualitative know-how and strategic planning for even more comprehensive support for the Group’s customers.
Media contact: Céline Germani, L’agence humaine.e / Fairgen – 06.28.07.76.75 – celine.germani@gmail.com
2023-10-03 11:14:26
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