In order to really understand consumers in depth, we are constantly developing our methods and tools and also utilizing the possibilities of artificial intelligence. Our joint project with Repon GmbH has made a pioneering contribution here: MIA is a digital AI avatar that, as a "representative of the future", combines advanced technology from Repon with the in-depth psychological expertise of the rheingold Institute. In combination with rheingold's wealth of knowledge, MIA provides valuable insights into the consumer behavior of tomorrow.
What MIA means for companies: AI use with depth
MIA gives companies interactive access to the world of future consumers. As a representative of the "seamless consumer", i.e. the modern consumer of the future, MIA can provide amazing insights with her AI-based character. She speaks and reacts like a human in an interactive dialog, bringing together deep psychological influences and digital thinking. In addition to study results, companies can experience live where products and brands should develop in order to remain relevant in the future.
What makes MIA tick: AI meets psychological knowledge
MIA is an autonomous system that accesses a Large Language Model (LLM). It takes into account deep psychological behavior and personality patterns as well as knowledge about the lifeworld of modern consumers. It therefore behaves much more human than persona-centric avatars and draws on more than 30 years of rheingold research. The MIA AI personality not only accesses general knowledge, but also specific expectations and mindsets of future consumers. By regularly adapting and updating the insights through rheingold, MIA adapts flexibly to new findings and market data - like a test subject that is continuously being developed.
MIA - An avatar with many faces
The diversity of MIAs goes far beyond that of a single "persona". Depending on the requirements, we can develop different MIAs with specific skills, character traits and focal points by specifically adapting the personality parameters and database. MIA can thus be tailored to the specific needs and target groups of a company and simulate different market scenarios. It is a real all-rounder that can be used in innovation workshops, segmentation studies or strategic projects, depending on the objective.
Flexibility and data security for our customers
The technology behind MIA can be easily integrated into an existing company infrastructure. Whether in the company's own network ("on-premise") or in a private cloud - MIA can be operated securely and integrated into the company network without sensitive data being leaked. This makes MIA not only an exciting, but also a secure tool for the market research of tomorrow.
Outlook: MIA's path into practice
MIA is currently in the test phase and has already aroused great interest among marketing managers and internal market researchers from a wide range of industries. The aim is to work with companies to develop customized, interactive solutions that not only drive forward the future orientation of market research, but also make it an active experience. MIA does not replace primary market research. In order to make optimum use of MIA, it should be fed with insights about the brand, the market, usage habits or segments. MIA can then already be used as a sparring partner for innovation workshops to explore the potential and open up new perspectives.
AI with personality and depth
MIA is not an oracle and cannot make concrete predictions about the future - but it can help us to understand the future better and experience it more directly. With its ability to speak and react like a human being, MIA becomes a lively dialog partner that opens up new perspectives and approaches to market research for companies.
- Conduct innovation workshops with the help of MIA rheingold
- Develop initial communicative approaches or product ideas with MIA in rheingold workshops
- Enter into a dialog with consumers of the future and learn to understand them
- Based on segmentation studies, we can also use MIA to develop specific avatars for you
At the rheingold Institute since 2011 and member of the management team. She speaks five languages and conducts research internationally. Her other areas of focus are social and cultural research, cleaning and personal care as well as the seamless consumer.
Tel.: +49 221-912 777-67
E-mail: barbolini@rheingold-online.de
