Tripadvisor needs to know more about travel trends than any organization on Earth. And that means understanding Black U.S. travelers – a historically underrepresented group with more than $100B in spending power.
Group Black, a media company committed to connecting brands with diverse audiences, worked with Panoplai, a next-generation research platform, to overcome the challenge.
Tripadvisor and Group Black started by using the Panoplai platform to ask thousands of travelers questions about their traveling experiences, hopes, disappointments and fears. Unlike a typical survey, Panoplai focused on natural language and real emotion.
The result: a landmark Tripadvisor report and earned coverage in Travel + Leisure.
This talk is about how Tripadvisor, Group Black and Panoplai are using this foundational data – and more – to build digital twins of various extraordinarily diverse Black U.S. traveler segments. We’re putting the data into motion, enabling Tripadvisor and Group Black to gather nuanced, reliable and actionable opinions from virtual extensions of these travelers.
TAKEAWAYS:
1. We cover hard-won lessons about AI-powered market research, digital twins and synthetic data, focusing on how any organization can bring its own consumers to life.
2. We discuss when – and when not! – to employ these cutting-edge approaches to research.
3. We share our own digital twin report card to help you understand which digital twins are here to help and which will lead you astray.
