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Exploring user needs for AI in marketing
Research: To identify if there is a need for AI in advertisement space and potential use cases?
[NDA]: Due to non-disclosure agreement signed with the project stakeholders, only limited work is shared.
Tools used: Figma, Figjam
Group size: 2
TASK
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Conducting stakeholder interviews to finalise user cohorts and research questions
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Conducting user interviews and evaluating concepts
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Insights collation
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How might we workshops for ideation
RESEARCH OBJECTIVES
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Understanding the process of marketing from different user cohorts
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Establishing need for AI as per the process explained
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Evaluating the AI functional prototype for output effectiveness
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Evaluating different design concepts for ease of use
PARTICIPANTS SAMPLING
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14 participants were recruited
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4 cohorts: ​​
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Businesses who have created ads on their own
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Businesses who have created ads with the help of marketing agencies
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Businesses who have not created ads yet but want to
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Marketing agency employees: graphic designer, copywriter, content creator, social media manager, video editor
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SMEs and fair mix across genre of industries
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Fair mix across scale of businesses, D2C/B2C, selling products offline/online, doing ads offline/online, age (18-60), gender, geography (Tier 1, 2 PAN India)
CONCEPT TESTING
Concept testing was done after the interviews by:
- Randomising and exposing key concepts explaining the idea of the product
- Asking participants what do they understand from the concepts
- Then explaining the idea behind the concepts and asking what are participants' thoughts
The insights captured were around understanding of terminologies (copy testing), output effectiveness of the functional prototype and pros and cons of the different concepts.
HOW MIGHT WE - WORKSHOP
Based on the insights captured, some How Might We (HMW) questions were derived. These questions were then provided to designers to ideate on (in a workshop).
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