DeepSights Radar: Detect market changes earlier. Act faster.

Hello, everyone, and welcome to today’s webinar, detect market changes earlier, act faster. My name is Maria Bazhina. I’m a marketing convince director at Market Logic Software, and I’ll be your host today. Thank you so much for joining us. We all know how quickly markets can change new consumer behaviors, emerging trends, competitive moves. The signals are usually there long before shift comes becomes obvious. And more teams know exactly what they should be watching. They just don’t have the capacity to follow all of it all the time. That’s what today is about. We look at why organizations miss early signals, what it takes to stay ahead of market change and how DeepSights radar puts always on agents on that job. So market intelligence becomes continuous instead of periodic. To walk us through, we have, Ayman Chalhoub, Senior Director of User Experience and Product Growth at Market Logic Software. Ayman shapes how organizations experience and adopt DeepSights Radars, and he works hands on with the teams that have been using radar since August. So you’ll hear how Industry RADAR and Topic RADAR work, what those teams actually are doing with them and where human judgment still matters. Before we start, just a few quick housekeeping notes. We’re recording today’s session. So of course, we’ll send the recording to everyone who registered. Please submit your questions in the Q and A box at any time. Ayman will present for around half an hour and then we’ll go to your questions at the very end. And we also have a poll. So please feel free to answer it. And we’d like to take a look at your answers and hear your perspective. So thank you so much. And with that, Ayman, to you. Thank you, Maria. And hello, everyone. So I don’t know who of you remember this, but late twenty twenty three, early twenty twenty four, probably this chocolate was everywhere. This was the Dubai chocolate, and it went from a few TikTok videos to sold out shelves in four countries and all of that in less than 10. Almost every confectionery company had an insights team. Every one of them had probably a search tool, a paid subscription, and a process to watch the market. But almost none of them saw it coming, at least before their sales team did in the market. And here’s the part that’s interesting, that the signs for this were there before the shelves were emptied in the trade press and the social listening tools and the newsletters that were already paid for. But nobody was connecting the dots between all of those. Nobody was reading exactly what they need to read on the day it mattered. And nobody probably asked the exact question at the exact point in time. But what we call it is nobody was watching in between those research reports. So good morning, good afternoon, and good evening, everyone. My name again is Eamon Chelhoub. I’m part of the Market Logic product team. Thank you for joining us this evening, this morning. We have around 30 countries, people joining us from. So for the next thirty minutes, I want to talk about that gap, that gap between those research reports. And without further ado, let’s jump into it. So what we think is the whole idea here is that the research already knew. The research already knows. It was the information was in there, probably in pieces across different reports. Each one knew a bit of the story, but no one’s job was to really connect all the dots so quickly and read everything. So I want you to think about the last time you or your client was surprised by the market, the pieces that were probably missed in the research that you paid for, and nobody was connecting the dots together. Not for the lack of analysts, but analysts cannot read all of it that’s streaming in all the time. So what we believe is that teams do not miss market changes because the information is missing. They miss it because nobody is watching in between those reports. So before that, let me ask you to answer this poll. We’ve put it out online and think about when was the last time a market change has surprised you and your teams. Is it nobody was watching that area? Yes, we were watching, but our summary was out of date. Or we knew it, but it reached decision makers late. Or we were not surprised. So I’ll give it like a few seconds, maybe for you to fill that in, and then we can jump to the next step. All right, the answers are flowing in. It’s good to see. All right. So good. And I think the the part of the webinar is where the three answers to those three questions is what I would like to discuss today. The three ways of being late. I can see from the votes, it’s almost equal across the first three, and there are some few who are not surprised. I would urge you to stay along. Maybe you can see how we can also help other teams move forward with this. So we’ll take each one at a time, and we will discuss each piece, each ring, each question, and how teams miss those across the time across the time. So in general, there’s one big solution on everything that’s got missed is you place someone, an analyst, a person to do that role, to look at the categories, to watch an area, competitors, regulation, specific markets. But with the changing dynamics of the world, with the multiple categories, multiple products, multiple markets, it’s almost impossible really to keep to have an assigned dedicated person who’s reading every research across everything and keeping that up to date, and getting that to the people who decide. So what I want to highlight is that’s why we’ve built really DeepSights. And DeepSights is, most of you probably haven’t seen it or for the people who are already customers, let me start with giving you a head heads up on what DeepSights is. So DeepSights is our tool where every company keeps its market research. The reports it buys from providers, the studies it runs, the agency work it commissions, newsletters and public reports it chooses to add all into one library. And what DeepSights does when that data flows in, when that research flows in, it reads it in a way that an analyst would. It tries to understand where is it from, how old is it, how much should we trust it. For example, a syndicated study and a newsletter do not really carry the same weight. And what are the findings inside each report? Not the pages, but the actual findings. Then it connects those findings across every report in the library, not as a pile of documents, but as a way to map what the research is saying about particular topics and where each piece agrees or disagrees with the rest of the research. And that is the foundation. So when someone in marketing or products asks a question in plain words to the tool, the answer is written from the whole library, checked across all reports, trusted sources, with the source attached to every sentence. And it was really we built DeepSights for this one particular purpose, with fifteen years of insights teams going into how to weigh a source, what counts as evidence, what’s a good brief looking like. So think of DeepSights as your specialized AI assistant helping you scour through this. Now, one more thing about that library is that this library is not an archive. It’s more like a stream of content flowing in from the companies you you’re subscribed to. A lot of content, a lot of research, more than anyone can read at certain times. So this illustration shows a little bit that the green is what usually gets red and the rest keeps arriving and piling it up. And that is the gap between those reports. And this is where things get missed. So what we did is we built radar. And radar is a set of agents that lives on top of DeepSights. And it’s built on that connected map. It watches that stream of content for you. Primarily two big agents. One, we call the discoverer, which actually is like a scout who’s reading everything that arrived and building a picture of what is moving sorted into different areas and different lenses. The other is the one that’s writing and keeping every brief, every topic current and up to date. A brief is like a written summary in chapters, which we’ll see in a second. And because these findings are already connected, radar can see one trend that could be spread across 10 reports that are talking about something else. And you will see that also as well in a second. So think of it as an analyst for every area that does the watching and the collecting, so the teams and your teams and the people can just keep working on the thinking part and the executing part. So let us go back to these three rings and take them one at a time and start with that. So the first way to be late, and I have around 25% of the answers on this one, is that nobody was watching. Watching. So remember the chocolate bar, probably people paid for the data for some of the research that was flowing in. And let me show you how you cannot miss that when something is reading your whole library, connecting what it finds and telling you what’s in there that nobody has looked at or searched for yet. We recorded the demos so that they can run smoothly, and I would like us to start with now. This is a demo tenant for a DeepSights library that represents a consumer health company. This was built with thousands of documents, public documents that we used to set up this demo so we can show it to you. Obviously, yours would be your own research on this. So I have the RADAR application open here in DeepSights and RADAR has read all the library. It has sorted all the topics that are moving into these categories or these lenses consumer trend, competitor portfolio and assets, regulatory policy actions, etc. Let’s take a look at consumer trends. So the radar has surfaced 11 trends here. Each one has a card and behind each card is a detailed written brief for each of them. Now some of these trends you might have already been tracking for example premiumization or eco consciousness empowered proactive self care but then there are trends probably like this one destigmatization of sensitive health categories that might not be covered or you might not be looking for. This is about for example health conditions that people used to be embarrassed about or taboo now have become normal to talk about and normal to buy for. And this is what RADAR has done. It has surfaced everything it has found in terms of trends from the assets from the research library that you have. The agent found it, gave it a name and wrote a detailed brief on it. Let’s take a look at that brief. So the brief is organized in chapters just like a report. It has a summary section of sharing for example that the shift from taboo to wellness highlighting the social media impact OneTrend for example has more than 900,000,000 views and how the OTC drug production is impacted by this. Now before reading what was written let’s take a look at what the agent read. So if I look at references here I see in front of me around nine research reports and this radar has looked over these nine. These nine each one is about for the… There’s around seven with regards to digestive health. There’s one about GLP one and there’s one here about mergers and acquisitions. So it’s a private equity reports of the deals that are happening in the market. Now what you notice here is that none of these nine reports is about that trend in particular. Each one is about something else and this is the connected map at work. The findings from all the nine were already linked so the agent could see the same thing moving. It gave it a name and created a full profile detailed brief on it and this is what we mean by watching the whole area. But it doesn’t stop there it also keeps looking for new assets that are coming in and it creates a new version of the brief every time a new asset has flowed into the system. So for example here I can see that this version one was created in April and there’s a second one that was updated on September 17. So new documents flew in and that generated automatically the agent looked at it and updated the report and I can see those updates when I click on this learning snippet here. I can see in front of me around six new learnings that has been updated since the last report one of them is a deeper understanding of the drivers of this trend and that’s great and here I can see clearly how nine different reports the radar agent dove into them found the common moving element, common moving trend, gave it a name and gave it a full profile on it and that’s what we call our industry radar and this is where it surfaces the items that you might have missed and that you might not be tracking. Thanks. So yeah, I think we can end on that picture. These nine reports each talking about something else, but the radar saw the same element, the same trend moving across all of them, connected it and created a deep brief on that. So that brief is now living into the DeepSights library. It named it, it got all the chapters on it. And basically, it is the source of truth now on what this organization knows about this particular trend from all their trusted research. So anyway, that first way of being late that nobody was watching is now crossed, crossed off. So yes, now let’s look at that second way of being late. And again, around 25%, so almost a quarter is on the nobody was watching and now a quarter on we were watching, but our summary was out of date. So let’s talk a little bit about that. You were watching, you probably have a saved search, you probably have an alert on some keywords or a newsletter, and a summary that was probably up to date the day which was sent. But as data flowed, as market changes, the analyst on this one does not always find the documents. It’s… Or the right documents. So data is moving fast. There’s report done in the first quarter and an updated report on the second quarter. But what happens in between? Who keeps track of the movements happening in between? And that’s what we build the second part of the product, which we call the topic radar. And this is where it keeps those briefs up to date, briefs that you decide and you define on areas that you’re interested in. So let me show you how that works in our next demo. I think our demo might have been… The video might not be working. So maybe I can switch off to the live environment and try to show it to you live. Give me a second, please. Alright. Hope you can see my screen here. Now this is the demo environment we’ve been using. Again, the consumer health company. If I open my radars here, those are the discovery or the industry radar. But here at the bottom, I have all topics. And I can see here two radars in specific or two topic cards. If you remember GLP-one that was found connected to that trend before, built in a deeper trend. Now someone in the company wanted to dive deeper on GLP-one specifically, so they would have built to see the expansion of GLP-one across other areas in healthcare. So they’ve created this GLP-one therapeutic expansion radar. Now, if I click on it, again, the similar type of brief with the chapters, How does it know which assets to look at? Again, similarly, as we discussed at DeepSights, it knows, it finds the findings in every asset and it creates this brief. Now the difference between this one and the previous ones is that this one we’ve defined. Someone from expert team or the insights team has gone in and created like I would like to understand more about the GLP-one therapeutic expansion. And I’ll show you in a second how is that set up. So it has the same structure, the same version, it keeps it up to date, keeps learning about what’s coming through the same learnings, etc. You can obviously download that report, view an infographic on it, and it’s always an intelligent, think of it as a live Wikipedia page that’s available about this particular topic in your in your organization’s DeepSights library. So now that area, that topic is kept up to date all the time so that no one has to miss it. Every time you go in, it’s really looking at the latest knowledge of that organization on this particular topic. And the way to set these up is pretty simple. You click on add new, it opens up a wizard, you define the topic that you want to cover, you describe it in a few characters, and then you give the AI guidance on how it should look into this, what it should include, what kind of language it uses to present it, so to make it similar, is this for executive overview? Is this for our sales team? Is this for our marketing team? And what to highlight. So this is as if you’re briefing a real analyst on how to create that dossier. And then the next step, you define the chapters that would go in and what you wanna find out, what are the consistent recurring questions that you wanna keep them up to date with this. So this is the second part of our of our product, which we call the topic radar, and it solves that second problem of how organizations miss content is that by keeping important assets or strategic areas not up to date as the market changes in between. Now let’s go to the… I’m gonna stop sharing here. Right, so let’s go hopefully back to the slides. Now let’s go to so that would be the second piece checked out on how good customers and how users miss out on trends. Now come to the third one. And this one I’ve got in my in the poll here that that’s almost 50%. So almost half of you have chosen this one. And it’s about how do you keep the organization informed? How do you keep the relevant stakeholders informed at the right time when you find a trend? So let’s dive a little bit into that as well. We have a short demo to show you how that how those radars or those assets, intelligent assets are living in the system, and how people can reach them automatically. So hopefully this one would work. And next to the next demo. Alright, so here, how do we make sure that, let’s say, we said, we know the topic, we know the trend, but it’s not reaching everyone. So how do we make sure we cover that? Let’s say I’m a product marketeer, I’m three months away from a new launch of a product. And what I can do is without even asking my insights team, without going and searching for the assets and trying to find that trend, All I do is I go to DeepSights, and I can ask it straight question. So let me go back to my history here. Let’s pick this question. So I’m launching an intimate health ODC line next quarter. What is shifting and how consumers talk about these categories? Now you’ll get an answer. I’m sure you’ve all used an AI tool this week, but let’s look what’s different in this answer. First, it shows the key finding. So intimate health, the talk about it is getting more open. And from taboo to wellness routines, it shows exactly the radar that was used to to get this answer. So this is the synthesized radar that has found that trend now available for an answer and same the way it was written there. Second, I can see that it also shows the limitations. So for example, there are no third party syndicated reports on this topic. And the evidence that has been collected is from our internal trusted documents only. And that’s like a trusted analyst who’s telling you what they can find with the trusted data and what they cannot find. So you can have more trust with your answers. But we don’t have to just wait until people go search for it. These radars also have a capability to send an updated email. We call it radar digest for every card or topic that changed, anything new that has come in, which is sent out to the people involved on the radar, and it arrives in their inbox directly as as soon as things change. Okay. I’m back. Sorry for those last cuts in the videos. So again, I think the third way of of being late, and this is where most of you is, is whether we have the data did not reach the relevant information with the relevant people. With DeepSights, all those updated, the trends that are surfaced, the topics that are kept up to date will become living assets in the platform, so that anyone that goes and ask a question about it, it’s always serving that latest version of what the organization knows about that area and brings it synthesized directly into the answer. And this is where you see your trusted sources working together to deliver from marketing to retail to different markets, the exact same answer that the organization knows about a particular area or a particular trend. And for those that will not go ask, the radar itself will send a radar digest to users who are involved in this area, and will shed a light on what has changed as well. So this is how we try to keep everyone informed with the latest at the right time so that nothing gets missed. Alright. So I think with that, I wanna move to basically the products. So these are the two products that I demoed today. One is we call the industry radar. This is the where it discovered those lenses and surfaces, everything it’s finding and connecting the dots in your assets. And the second is the topic radar where you really define what you want, what is the topic that you want after and it keeps it for you up to date. And finally, I want to show you how some of our customers or give you a hint on how some of our customers are using those in their day to day. So the first one is a global grocery retailer that we work with, and they have this weekly sort of newsletter or update that they needed to do. Was around 21 pages and each page needed to be updated. Analysts and people needed to go back to the data, bring back the update again every week, spend five to six hours on this weekly to keep it up to date and share it with the organization. So what they’ve done is they built a topic radar that covers exactly the questions they’re looking for on a weekly basis. And now the radar keeps it in the right format, up to date, ready and available to be shared once it’s reviewed by the by the insights team. So saving at least seven to eight hours every week from that team’s workload. Another one is a large beauty group. And this one they had, let’s say five strategic bets or five big bets, but they wanted those bets to stay up to date with the research flowing in. So again, they created five topic radars, well defined, well structured in the language that they know in their vocabulary of how they wanna use it across the organization. And now those radars keep those their strategy, basically, they keep it alive and they keep it up to date so that it can be reviewed very seamlessly anytime they wanna jump into it and see if they want to switch anything in that. And finally, another example is from one of our automotive customers, where their local market team, because they were looking at at an industry radar, it surfaced a trend that the global team did not see earlier. And it was very relevant to that particular market in a sense. So the local team was empowered now and scaled up their resources with those agents that are able to surface these trends before their global teams have capacity or bandwidth to support them on that. So this is how you expand your reach, expand your power as an insights organization from global to local as well and providing that capacity to your organization. Now, with that, we started with missing the gap, missing the information between the gap. And we think radars is one of the best ways to keep track of this and really delegates all of that finding, collecting, connecting, keeping that data up to date to those agents. So we think the radar finds and the analyst and the organization thinks and makes decisions. And this is how we see that shift in energy and resources going so that you can really now keep track of the hundreds of topics that you need to be updated on and really delegate that to DeepSights radar. So maybe to close off, if I can ask you one thing and just to… Like a curiosity to see what are the topics or what are the areas in your market that you wanna keep track of and what would be most valuable to your team, please answer us, give us where you’re thinking, where is your head at on those in the q and a section, and we’d love to see and read maybe a few of them as they flow in. And finally, if you’d like to see radars implemented on a research of yours and see the kind of things that would surface, please feel free to book a walkthrough with us. There’s a QR code here that you can connect with and we’d love to show you a demo. Every DeepSights, if you’re a DeepSights customer, you already have five agents or five topic radars available in your DeepSights subscription, you can activate them. Please get in touch with your account team, and they will get them activated for you so you can see them straight away. And with that, I would like to thank you and hope to connect soon on the radar topic. Have a great evening, everyone. Thank you so much, Eimen. And thank you so much everyone. That was very interesting and examples I think made it really possible to understand how it looks like in practice. And we have already some questions that are coming in, so we can spend some time answering them. But if you have not submitted your question, feel free. So, okay, let’s go through the first one. Let’s start with maybe the practical one. Say, I’m on the insights team, and I’ve just started using radar. What does it look like in practice in a normal week? How do you actually use a radar? Yeah. That’s a good question. I I think I’d like to look at it in three ways. So one, if you are building something. So if you’re building a deck or a newsletter or a quarterly review, one of the best ways is to start from those briefs because then you’re not starting from a blank page. You are really starting from your library, the latest of what your library knows, and directly linked to the evidence. And now your job is really to judge which pieces you wanna keep in, which ones you wanna keep out, and how you wanna connect the story. So if you’re building something, I would say that’s a great way to use radar as a starting point. Another one, I think if you get asked a question, you can go to DeepSights as we just shown. And before digging, you can see if a radar covers it. And the brief here leads with the answer with the sources. And finally, I think when radars update, you can receive emails on what has been changing. So this can straightaway fit into your workflow and update you on what’s going on within your region. So I think those are some of the three ways that you could use them within your daily workflow. Thank you, Ayman. And then we have a question about the sources that can go into the RADAR, resources we can use. Yeah. Yeah, of course. So radar has access to the sources that are available to the DeepSights library. And usually our customers connect their primary research, their agency research, everything that they’ve commissioned, they usually upload it there. A lot of them also connect to their syndicated secondary, what we call secondary sources. So that will also be available if it’s available in DeepSights library. A lot of them also connected to RSS or new sources coming in from the external Internet. So if you… Whatever you connect to your DeepSights library and you consider as your trusted sources, that’s what would radar will have access to. Everything that’s living inside the library. Great. Thank you. And then I think another one a bit connected to it. So this one is when we talk about AI generated market intelligence, trust is important. How can we how can we be confident that the radar brief is accurate? And can we go back and check the sources? And can teams use this brief to support decisions? And… Yeah. So that’s the question. Yeah. Yeah. Great question. We get that a lot. And I would say, again, three things. First, every sentence that is… You’ve seen in the generation and those briefs are linked to a report that it came from, and you can always find it. So you can always see the trusted source where that came from. With one click, can go to the report and see exactly on what page it where that piece of information came from. So that’s the first way to really trust where the data is coming. The second is that, as I just mentioned, this is coming from resources and assets that live within your library, from what you’ve decided is trusted source for you. So this is not coming from the open Internet that you have to expect. Where is this coming from? No, this is coming from your library that you’ve trusted from the sources. So this is second. And third, I think we have this cool capability that it tells you what it did not find as well. And it maybe gives you watch outs it finds something contradictory. So all of that is built into the system to really help you feel more confident, more trusting of that connected view of an area or a topic. So I would say those are the three ways that you can really trust the content that’s being generated for you. Great. Thanks, Simon. And then another one on the role of the human. So where does the human still come in? Where do you need human in this setup? What does the next two? Think the human is the most important piece of this because that’s where the judgment and the execution comes from. So now every one of us can really free up a lot of their effort and time during the day, the time we spent on collecting the data, to make sense of it, trying to find it, and all of that takes effort and time. And we can delegate all of this to a radar. And all we need to do is just now be the judgment on that, bring in our judgment, our understanding from the market and how we execute on it. So really keep everything for the radar that’s collecting that’s really the grunt work of making those briefs. And you can focus on execution. Thanks, Simon. And then I think the last one that we have time for, practical one. So for a company that wants to get started, what does it look like? Yeah. I say first thing, get in touch with us for where else we can set up a demo and show you how that works. The biggest important thing is to connect your sources. So once we set up your… The product for you is to connect and decide which sources go in. And for each, it has a little bit of a different configuration, but primarily that’s the first step. Once we do that, you’ll have access to the radar product. And then we can define together how you want the discovery to happen, on which lenses to look, what angles of your market you wanna define based on your strategy, and also define the topics that you want to get started with. And you can also add to those as your as time goes by, and as you find more interesting areas you want to keep up to date. So I would say quite easy to get started. It all starts with the right sources. Great. Thank you so much, Ayman. And that’s all we have time for today. If we haven’t answered your questions, we’ll get in touch with you after the webinar. But thank you so much, Ayman for the presentation and for answering questions. And thank you everyone for joining us today. We will share the recording afterwards and please feel free to get in touch with us if you have any questions or if you’d love to learn more. We’ll also love to see you at our next events. And with that, I wish everyone a great day and a great evening. Thank you. Thank you, Maria. Thank you everyone. Bye. Bye. Hi.