BASES AI: Past, Present, and Future
Harnessing the power of AI in our solutions for over 20 years
At NIQ BASES, our AI-powered vision for marketing research is not just a dream—it’s a reality we’re actively shaping every day. Together with our clients, we’re redefining what’s possible, driving innovation, and unlocking new opportunities for growth in an ever-evolving marketplace.
Join us on this journey, and let’s pioneer the future of marketing research together.
Pioneering AI Work
Throughout all our product developments, there has been a constant presence of “human-in-the-loop“; a notable feature of all successful mission-critical AI deployments to date.
BASES Optimizer
Advanced AI allows you to explore millions of innovations, claims or ideas and prioritize the best options through reinforcement learning with human feedback.
BASES Innovation Measurement
Proactively track and manage your launches and competitive innovation activity, staying ahead of your competition with AI-enabled benchmarks.
BASES Line & Price Refresh
Leverage AI to extend the life of your line and pricing research, updating your market model to adapt to unexpected changes even months after the initial study.
BASES Creative Product AI
Evaluate and optimize products and prototypes by advanced AI modelling of AI powered sensory profiles with consumer trained models from the world of flavor, aroma and texture.
BASES Ad Explorer
A streamlined ad testing tool developed by neuroscience veterans to quickly find if your ad is working for you and your brand leveraging AI-powered branding metrics.
Generative AI will transform NIQ BASES and the innovation game
We are working towards a world where AI enhances the efficacy of everything we touch from customer interaction, to improved ideation, data collection, analysis, synthesizing insights across projects, and unlocking new opportunities, by investing in:
Research
Planning
Ideation
Data Collection
Operational Efficiencies
Fielding
Efficiencies
OE
Analytic
Reporting
Innovation Intelligence
We understand the opportunities and challenges of working with AI and the latest crop of Large Language Models
We have the right tools, processes, and experts in place to make the most of Large Language Models without the risks.
Here are some of the common challenges with LLMs
Prompt brittleness
Seemingly small changes to the prompt can result in significant changes in the response
Model drift
Changes in model behavior across different versions of the same model. (E.g., GPT4 of March 2023 compared to GPT-4 of June 2023)
Hallucinations
The tendency of LLMs to generate seemingly plausible responses that are disconnected from reality or inconsistent with the prompt content
Susceptibility to bias
LLM models can inadvertently learn biases present in the training data and have often displayed gender and racial bias
Reproducibility
Potential to generate different outcomes with the same prompt
Legal Concerns
Evolving legislation on the use of data within GenAI and outputs from GenAI
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