Activate It Normative Data Agent
The Activate It Normative Data Agent allows you to use the AI Concept Creation Agents without the need to have a set of your own data to get value. It gets insights based on performance of individual public tags on the country/category level. This means your concept will be created to perform well against this norm to give you a leg up.
It can act in place of the Customer Agent in cases where there is not a large enough data asset in the Zappi ecosystem. You can also maximize the value of Concept Creation Agents by using the Customer Agent and Normative Data Agent together.
Data Protection
To mitigate the risk of leaking sensitive information, we have an expert-maintained taxonomy system that anonymizes the data while keeping the category insights useful.
We limit what insights can be surfaced:
- We have created taxonomies at parent category level by both manually defining the tagging groups and tags, and inferring tags from existing concepts with the help of AI.
- Taxonomies are consolidated, curated, and bi-annually reviewed by both Product and Customer-facing stakeholders (GSS)
- The agent will surface insights for child categories only if it has a minimum of 5 brands present from a min of 2 category players to ensure it’s representative.
- A singular insight will only be surfaced if there is a minimum of 10 items with the same tag.
- No insights from verbatims are surfaced.
How do the Normative Data Agent and the Customer Agent Compare?
| Normative Data Agent | Customer Agent | Benefit to using both | |
|---|---|---|---|
| Granularity | Low - This agent tracks overall trends in the country/category. | High - The agent has access also to stim descriptions, images, brands, verbatims, so it can leverage comparisons among other concepts and products within the brand. | Full range - Gain insights both at the broad category level along with brand specific insights. |
| Scope | Full Category. | Customer Data Only. | Inform your concept creation with insights from your granular data and broad category data. |
| Value | Offers high level broad category insights. Explains what works and what doesn’t. Get started right away with no need for an initial investment into building a data asset. |
Offers detailed insights you can only get from understanding the stimuli, and gives concrete examples. Explains not only what works and what doesn’t but also the why behind those conclusions. |
Inform your concept creation with ‘what’ resonates and the ‘why’s’ to create stronger concepts. |
Available markets and categories
| Markets | Categories |
|---|---|
| US |
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| UK |
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