29.08.2024

“In a time when AI threatens to erode empathy, our Consumer Closeness programs bring back the essence of real human connections,” says Angie Deceuninck, Head of Communities at Human8. “Many company stakeholders never talk to real consumers and base their understanding merely on abstract stats or synthetic data. We believe in the power of human stories to evoke empathy and create positive disruptions.”

A dynamic matchmaking tool

Human8’s proprietary matchmaking tool sits at the core of their Consumer Closeness proposition, supporting professionals in better understanding the consumer behind the numbers, from ad hoc empathy experiences (potential add-on for running insight communities) to structural programs.

The dynamic matchmaking tool allows company stakeholders to browse through a ‘library’ of consumer profiles with diverse backgrounds.  Users can read their stories, view their pictures, and select consumers they wish to converse with using filters such as region, topic, product usage…. A video call can then be booked via the platform.

“By going beyond typical socio-demographic specifications, our matchmaking tool humanizes the experience of connecting with consumers. Our approach is designed to move beyond just recruiting consumers to cherry-picking or casting the most relevant and interesting profiles. The wealth of profiles in our consumer library fosters an appetite for deeper and more meaningful connections and ensures a voice to underserved and underrepresented consumers, promoting diversity within target groups.” says Delphine Vantomme, Head of Consumer Closeness at Human8.

Powered by people, enhanced by AI

The power is in the mix says the global consultancy. By integrating AI systems with fresh, deep data from people, Human8 provides powerful tools to enhance deep human understanding.

One significant application by Human8 is their AI-enhanced persona workshop:

“Our AI-enhanced persona workshops utilize an AI-powered chatbot fuelled with real human data. Workshop participants can interact in real-time with the chatbot to discover the depth and diversity of their audience. This virtual dialogue is supplemented by AI-generated avatars and mood boards to put a face and voice against the personas and enhance the sensory experience. This approach exemplifies how technology can bridge human understanding, enabling brands to build stronger connections with their audience.” adds Angie Deceuninck.

Balancing AI and human interaction

Just last month, the global agency introduced its Generative AI-driven Innovation offer, integrating artificial intelligence throughout the innovation process.

“We’ve fully embraced the AI revolution and the potential it brings to supercharge research. However, we also strongly believe engaging the right people in more versatile ways is key to gather diverse deep human data and make a real impact. It will be the companies than can balance consumer closeness with the transformative power of Generative AI who will thrive in the years ahead.” says Annelies Verhaeghe, Chief Platform Officer at Human8.

Human8’s Consumer Closeness programs have already made a significant impact for global brands like L’Oréal, HSBC, and Philips. By connecting directly and structurally with diverse consumers, these companies have gained deeper insights and fostered greater empathy, ultimately leading to more successful and inclusive strategies.

This September, Human8 takes the stage at the 2024 ESOMAR Congress in Athens, to share:

• extended learnings on how GenAI can amplify human-centricity and foster divergent thinking, together with Ricola.
• their ‘Research Effectiveness’-nominated work with L’Oréal on closing the empathy gap with a Global Consumer Connect Program.