Pureprofile launches AI tools for decoding consumer trends

Pureprofile, a global data and insights company, has unveiled three new AI-driven products designed to aid brands and marketers in deciphering online consumer sentiment and tracking emerging trends.

Brands are currently facing challenges in interpreting the vast volumes of consumer conversations, search data, and information available on the open web. The complexity of the digital landscape continues to grow, making it increasingly difficult for brands to sift through the "noise" and derive actionable insights for strategic planning. Successfully decoding these digital dialogues is deemed essential for maintaining a competitive edge.

In response to these challenges, Pureprofile has launched three solutions that aim to transcend traditional social listening approaches. These solutions utilise AI to analyse social media, news sites, blogs, and search data, decoding consumer sentiment and cultural changes through a structured research approach. This facilitates the comprehension of unstructured data, helping identify discernible patterns and guiding strategic decision-making.

Among the new offerings is "Social Meaning," an AI analytics platform that transforms online consumer data into actionable insights. By inputting a query, users can use this tool to decode online, social, and digital data with a research focus, enabling researchers and brands to discover insights that go beyond surface-level consumer conversations.

Another product, "Emerging Consumer Trends," assists organisations in identifying new online trends before they become widely adopted. It applies advanced AI to examine online discussions and monitor patterns across various industries such as Fashion, Food, and Travel, providing insights and opportunities for prompt and strategic decision-making.

The "Beauty Trends" solution offers a data-oriented tool for tracking developing beauty trends within Australia and internationally. This platform analyses social media, search data, and online discussions to pinpoint and validate emerging trends in fragrance, makeup, and skincare, enabling brands to remain ahead of market developments.

Niamh Fitzpatrick, Chief Product Officer at Pureprofile, emphasised the importance of understanding the vast amount of raw consumer data available online. "So much of the modern consumer experience is shaped by online discourse, with the volume of raw consumer data being nothing short of astronomical – from the latest makeup look to viral recipes and self-care routines," she said.

Fitzpatrick highlighted the risk brands face if they fail to understand these emerging trends, stating: "Without a clear understanding of emerging trends across multiple markets, brands risk missing key opportunities, misallocating marketing spend, and failing to effectively engage their target audience."

She further pointed out the value of the new solutions in partnership with Quilt.AI, "Our new solutions, in partnership with Quilt.AI, offer valuable insights into consumer sentiment, cultural shifts and trends before they enter the zeitgeist. Brands can track online conversation globally, and strategically prepare for product rollouts or targeted campaigns in Australia. By tapping into these tools, brands can make smarter, more data-driven decisions with confidence, ensuring they are ahead of the curve and responding to market dynamics in real-time."