Top Marketing Insights From AI Powerhouse Cofounders, Charlie Butler & Rónán Dowling-Cullen

Forbes

Cofounders of Bounce Insights share where they think marketing is headed.   Want to truly know your customer? Check out Bounce Insights. The Irish startup claims its software can determine exactly where your customers are, what they’re looking to buy, and even what packaging draws their attention. How? AI-powered software, of course. Founded by Charlie Butler, Rónán Dowling-Cullen, Joshua Stafford, and Brandon Dooley, Bounce Insights is a market research firm that gathers consumer habits to help brands like Coca-Cola, Unilever, and Tesco better develop and promote products

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00:00With regard to the future of the marketing industry and how you guys are kind of coming into it from the tech side of things,

00:06what are any predictions that you have about how brands are going to innovate on the ways that they're touching their customers,

00:12the way that they are reaching their customers and how they're marketing within the next, like, let's say five years?

00:16Yeah, well, I suppose our vision is that every decision in a brand is made based on insight.

00:22And that's not possible currently because just the resources needed to be able to make every decision based on insight is almost impossible.

00:28But the speed at which we're able to turn natural language into research is accelerating as well.

00:34So we see that change happening where instead of it being just like, OK, what are our six big things that we care about this year as a brand?

00:40It's every meeting, every decision, every conversation, every debate.

00:44Me and Charlie were debating about some tactics earlier.

00:46I would love to be able to go out to our customers, which is much harder because they're B2B,

00:51and just ask them and figure it out in that meeting or mine data we already have so we can have an answer without having to use Goodfeel or Guessware.

00:57Yeah, and I think the removal of Goodfeel and decision making, it's not like you have to completely rely on data,

01:03but it should always be multiple data sources.

01:06And I think there was a pursuit of the democratization of research and insight over the last 10 or 15 years with software,

01:12but it hasn't really worked.

01:14You know, a lot of research and insights teams within these brands are kind of like the gatekeepers of knowledge and information.

01:19So you're reliant on people really effectively coming to them with problems,

01:23then them having the time and energy to be able to solve them, and then that information flowing through.

01:27Whereas if you can get the accessibility, as you said, you can get the speed up, you can get the cost down,

01:31and you can protect that research, the fundamentals of good market research,

01:35you should be able to, from the most junior to the most senior person,

01:39have everything we know to be true, that one source of truth for decision making.

01:43Or if there are unique custom problems you're facing, the ability to get that quickly,

01:47without the need of being a research expert, without the big budgets that, you know, a big brand needs,

01:52I think that will transform how marketing decisions are made.

01:55And I think that the ultimate goal here is that you have better products for people,

01:59that is more personalized.

02:00So in the advertising world, you know, there's obviously a lot of advertising that's become hyper-personalized,

02:04and you're kind of going, this phone must be listening to me,

02:06because how could I possibly have this ad that personalized?

02:08I think it has to follow on the brand creations side,

02:11and how we connect with people should be rooted in the problems people have,

02:15how do they feel?

02:16And I just don't think there's enough.

02:17And as I said, our goal, if we're successful, is to elevate research to being the thing that everyone does as a default,

02:24rather than kind of something that's going, we don't have 20 grand to spend on that project.

02:28You know, we're the experts, we can just make this decision.

02:30And that happens far too often in our minds.

02:32Yeah.

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