Native AI, a leader in consumer purchase feedback and GenAI Digital Twins of consumers, has partnered with Nichefire, a leader in cultural listening, to help businesses identify and predict consumer, political and economic trends. The combined data will allow brands and researchers to stay one step ahead of consumer motivations, so they can capitalize on peak purchase moments. The partnership originated when a mutual brand client connected the two companies in order to combine their data sets and capabilities.
While Native AI has access to product reviews from hundreds of online retailers, Nichefire brings to the table cultural listening across a host of social apps and websites. The two companies observed that trends tend to emerge within online communities before they become mainstream shopping behaviors. Conversely, qualitative purchase feedback will uncover up-to-the-minute consumer preferences that can be further explored within social contexts to see if a trend may be gaining, losing or maintaining momentum.
“Trends don’t just appear out of thin air, although it may sometimes seem like it,” says Nichefire Co-Founder and Chief Revenue Officer Khalil El-Amin. “Like a storm, the right conditions must be present. Trends usually start at the community level, and spread through social interactions. Online discourse is the best way to measure these conditions, like a barometer.”
Nichefire tracks a wide range of contemporary topics right out of the box and can also aggregate online discourse around custom themes. This capability allows brands and researchers to gain detailed insights, from niche to mainstream topics. Nichefire introduced the concepts of ‘Slow Culture’ and ‘Fast Culture’ to describe the pace at which trends evolve. Fast Culture encompasses viral, fleeting moments that require immediate action, while Slow Culture represents long-term shifts in consumer behavior, influenced by factors such as economic conditions. Both are crucial for brands and researchers to monitor.
Native AI aggregates consumer feedback from most major retailers and ingests first-party market research data. Using generative AI, brands can interact with digital representations of these customers, called Digital Twins. Digital Twins use RAG (Retrieval-Augmented Generation) to generate predictive responses from consumers, so brands and researchers can gain insight into purchase motivations and product preferences. While Nichefire can identify trends as they emerge, Native AI can determine how important those factors are to consumer purchase decisions.
“The interplay between social commentary and product preference is undeniable,” says Native AI’s SVP of Revenue, Branden Smythe. “Both types of data can provide very useful and often surprising explanations. For example, generating a hypothesis from one platform and validating it in the other can provide a very well-rounded perspective, without having to commission a bespoke study.”
While the two companies will remain independent, they both anticipate that many more clients in the future will be interested in combining the complementary data sets. To learn more about how Native AI + Nichefire can improve your consumer insights predictions and exploration, visit https://gonative.ai or https://nichefire.com
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