The Value and Validity of Machine Learning for Consumer Insights

During the webinar, Doug shared his experience conducting his first machine learning study with our company. One of Doug's key points in the webinar was how pleased he was that the machine was able to find a mix of known and new insights. Doug stated that the combination of finding things he already knew and identifying new insights, "increases both [his] confidence in the validity but also the value" of machine learning. The known insights that the machine picked up on were reassuring, demonstrating to our client that the machine could correctly identify key themes related to snow removal. In turn, these confirmatory findings strengthened Doug's confidence in the new insights he was able to collect, because the machine had demonstrated its accuracy.