The document discusses how AI and data science techniques can be used to gain insights from large, unstructured datasets. It presents examples of using natural language processing to analyze open-ended survey responses and image recognition algorithms to tag and analyze pictures provided by respondents. Combining these bottom-up analytical approaches with traditional top-down methods allows researchers to understand topics and themes that emerge organically from the data as well as examining predefined areas of interest.
7. The Beauty from the bo/om of the data lake
Léa Turquier and Benoit Hubert, Ipsos Social Intelligence AnalyAcs
The Future of AI
& Automation
7
AUTOMATED TAGS GENERATED BY
AN A.I-BASED ALGORITHM
indoor person table man young
kitchen food standing counter
holding restaurant wine cooking
ea7ng group living cake confidence
leisure
“a group of people standing around
a table”
LOGO DETECTION IN PICTURES
BOTTOM UP FOR PICTURE ANALYTICS
WHAT VISION COMPUTING CAN DO
Deep learning and A.I used to reveal the full potenXal of
pictures from surveys, ethnographies, diaries, social media
• Objects , e.g.“ cake“
• Environment and context, e.g. “Restaurant“
• Age and gender of people in the picture
• Brand logos
• Abstract noAons e.g.“confidence. Leisure“
And draU enAre sentences describing the pictures “ a group
of people standing around a table“
Algorithms can now spot….
10. The Beauty from the bo/om of the data lake
Léa Turquier and Benoit Hubert, Ipsos Social Intelligence AnalyAcs
The Future of AI
& Automation
Data Science
clustering the
different topics
with the greatest
affiniAes to quant
metrics
Collect data linked to each
open-ended quesXon
CollecAon of
VerbaAm
Regrouped into clusters of most
frequently associated words
Understanding
by comparing
THEIR OWN WORDS ON LUXURY
compared across country
compared between categories
1 2 3
The topic models or themaAc models are probabilisAc staAsAcal models whose purpose is to idenAfy the major themes that
structure a corpus of verbaAm. Our corpus is based on the answers to this open-ended quesAon :
Everything that comes to mind when you hear the word “luxury”
TOPIC MODELLING ON OPEN END VERBATIMS
11. The Beauty from the bo/om of the data lake
Léa Turquier and Benoit Hubert, Ipsos Social Intelligence AnalyAcs
The Future of AI
& Automation
Images are sent by respondents to illustrate
their answers
Their definiAon of luxury
Images are tagged through vision compuXng
algorithms
1
Data Science
All images tags are regrouped
into metatags creating semantic
clusters
2 3
Establishing visual and
semanXc cluster to understand consumers
values & imaginaries
Which symbols associated to the idea of luxury ?
Share a picture that illustrates what comes to mind when you hear the word “luxury”
THEIR OWN IMAGES ON LUXURY
PICTURE ANALYTICS TO EXPLORE THE EMOTIONAL
DIMENSIONS OF LUXURY
12. The Beauty from the bo/om of the data lake
Léa Turquier and Benoit Hubert, Ipsos Social Intelligence AnalyAcs
The Future of AI
& Automation
Beyond qual & quant
What is luxury ?
Distinction
Luxury is synonymous with
quality style,
unconventional cutting
edge innovations…
Man, USA, 35-44 yo
Differentiating. It
guarantees a certain
artisanal know how
Woman, Germany, 35-44 yo
Consuming luxury allows to
distinguish oneself
and is synonymous with
unconventional style and cutting
edge innovations.
13. The Beauty from the bo/om of the data lake
Léa Turquier and Benoit Hubert, Ipsos Social Intelligence AnalyAcs
The Future of AI
& Automation
Chanel - Dior – YSL - Thierry Mugler -
Givenchy - Nina Ricci - Hermès - Prada -
Gucci - Vuitton – Louboutin. Chaumet -
Audemar Piguet - Jaeger – Rolex -
Omega - Boucheron – Van Cleef &
Arpels » Woman, UK, 45-64 yo
IN THEIR WORDS, LUXURY IS
BRAND FIRST
#1
Iconic brands play a major role, they convey
an imagery that redefines the contours of
luxury. The profusion of brands quoted
underlines the multiplicity of identities,
signs and imageries referring to luxury
14%
YSL a logo a film a life a work
SUMMARY
VERBATIM
14. The Beauty from the bo/om of the data lake
Léa Turquier and Benoit Hubert, Ipsos Social Intelligence AnalyAcs
The Future of AI
& Automation
Traveling and learning new cultures is good health
Man, UK, 45-64 yo
EXOTIC PLACES AND LIFESTYLE
INTENSE FEELINGS
HARMONY AND INNER PEACE
Look up to the sky and praise God for this beautiful
creation, meditate on inner peace and world harmony,
practice reconciliation Man, KSA, 35-44 yo
THE IDEA TO “ESCAPE” STANDS OUT
10%
6%
7%
Buying the latest gadgets like iPhone 7 Having fun every
weekend and travel every few months just for fun
Woman, ITALY, 35-44 yo
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