How to use AI to surface evolving trends (even before they arise)

 

Silvia Segura

Strategist Lead

Leo Velásquez

Strategist

Consumer behavior is not static.

With increased access to information, social media and social movements, our behavior shifts more rapidly than ever, making it difficult to keep up with consumer segmentation.

That’s where AI comes into play:

AI-powered clustering can help uncover new micro-segments and surface evolving trends and consumer preferences that traditional methods miss.

The problem with traditional segmentation

People don’t fit into neat boxes anymore. Static segments like “Gen Z” or “Millennials” miss the nuance.

Today’s consumers are fluid and interests shift with each scroll, like, or trend. Relying on traditional and static segmentation can create missed opportunities for businesses.

Enter AI-powered clustering

AI helps us move beyond basic demographics. Clustering algorithms like k-means and hierarchical clustering group people based on what actually matters:

• their attitudes,
• actual behaviors,
• and preferences on specific issues.

Not just age or buying power.

From

To

Manual and time-consuming sifting through large data sets; looking for evident (surface-level) patterns

AI-driven synthesis and uncovering of deep consumer insights from large data sets

Traditional segmentation based on static, historical demographic and behavioral data

Dynamic micro segments; continuously updated with new behavioral and reactionary data

Brands reacting to consumers’ past behavior, expressed needs and current trends

Brands predicting consumer needs and desired, including unexpressed preferences

Consumer insights team interpreting data reactively; relying on outdated frameworks

Proactively using incoming, real-time data to continually update and evolve segmentation frameworks

Marketing strategies designed for static consumer segments

Dynamic marketing that adapts to evolving and emerging micro segments

Real-world example of AI-powered research

AI-powered clustering in traditional research

In a recent client project on hygiene products, we used clustering techniques to uncover unique consumer groups we’d never see with standard filters: Low Concern Minimalists

They weren’t defined by gender or income, but by a shared mindset and interested in unconventional benefits like advanced cleansing formats or unconventional wellness claims.

Without clustering, this valuable insight would have likely slipped through the cracks. By letting the data guide us, we uncovered a micro-segment with a unique combination of characteristics, behaviors, needs, and preferences—and revealed entirely new opportunities to connect with them through messaging that truly speaks their language.

Visual representation of hygiene products consumer segments identified via K-means clustering.

Each dot represents a respondent; colors indicate cluster assignment.

A new type of AI-powered research: Agentic Social Listening

The potential of AI-powered clustering goes far beyond traditional research.

In a pioneering project with a fintech brand preparing to launch a credit card for Gen Z consumers, we used advanced clustering methods to gain a deep understanding of the “under-25” audience (their attitudes, cultural cues, and content preferences) through the lens of their organic online behavior.

Using Agentic Social Listening, we gathered over 150,000 social media mentions from platforms like TikTok, Reddit, and Instagram, and extracted rich signals from video transcripts, comments, and visuals, enabling us to apply visual clue clustering. That method organizes content based on shared aesthetic and contextual patterns.

Through this approach, we identified 10+ distinct Gen Z sub-segments, each built around a unique cultural theme—from sports and anime to sustainable fashion and high-adrenaline interests like motorcycles and speed sports.

From cluster to create: How to actually use them?

Identifying clusters is just step one. The real power comes when you activate them. Fast.

Here’s how we do it

Once micro-segments are mapped, we plug their behavioral and cultural data directly into creative agents.

These AI models generate tailored campaign assets on the fly: everything from messaging and visuals to packaging ideas and content formats, aligned with each segment’s emotional and aesthetic codes.

The agents we built autonomously created visual mockups and messaging tailored to this group’s tone, culture, and content style. These outputs weren’t static; they evolved across iterations with different clusters, constantly optimizing communication to better engage each micro-segment.

One of the biggest opportunities this method unlocks is the shift from insight to immediate execution. With these models, you’re not just discovering who your audience is. You’re acting on that intelligence, instantly.

Creative agents take the cluster-specific data (like visual preferences, tone, or behavioral pain points) and use it to generate ready-to-use brand assets, campaign ideas, packaging mockups, and product messaging that feels hyper-personalized.

That means no lag between insight and execution.

This is especially powerful in fast-moving categories like lifestyle, consumer goods or youth finance. This setup lets you:

• Skip the middle step: go from segment to campaign-ready creative instantly
• Tailor design, tone, and storytelling to match each group’s vibe
• Refresh content dynamically as clusters evolve

It’s not about “understanding” your audience anymore but about creating for them in real time.

Why this matters: 10 opportunities this brings to businesses

1. Understanding evolving behavior

Group people or entities based on real-world behavior—what they do, not just who they are.

Use it for

Spotting changing user habits, lifestyle shifts, or usage trends.

Example

Detect clusters of people who suddenly start cooking at home more, or those reducing digital screen time—regardless of their demographics.

2. Responding to shifts in real time

Continuously update clusters as new data flows in—capturing emerging needs or patterns.

Use it for

Adaptive systems that adjust on the fly (like services, products, experiences).

Example

Re-cluster users weekly to reflect current preferences or environmental conditions—like shifting from “travel planning” to “budget anxiety.”

3. Finding the hidden common denominator

Group people/things based on deep similarities—often hidden in complex data.

Use it for

Uncovering surprising connections that wouldn’t appear in top-level analytics.

Example

Grouping users across different platforms who respond to the same type of humor or visual format.

4. Building better prototypes, faster

Inform prototyping by showing the diversity within your audience or system.

Use it for

Testing concepts across real-life behavioral clusters—not arbitrary segments.

Example

Create 3–5 concept variations matched to real-world clusters (e.g. “convenience-maximizers” vs. “value-seekers”) for rapid iteration.

5. Compressing noisy data into actionable insight

Summarize messy inputs (qualitative surveys, usage logs, open text) into coherent clusters.

Use it for

Making sense of diverse feedback or unpredictable systems.

Example

Analyze thousands of data points across sources (like social media) to condense and form distinct groups.

6. Revealing identity beyond labels

Build fluid personas based on behavior and belief systems rather than static attributes.

Use it for

Creating more nuanced profiles that reflect lived experience.

Example

Identify people who make eco-conscious choices but reject “green” branding, revealing tensions between action and identity.

7. Guiding personalization without overfitting

Create flexible groups that allow for meaningful personalization, without assuming you know exactly what each individual wants.

Use it for

Balancing personalization with scalability.

Example

Recommend solutions based on flexible clusters of intent (e.g., “explorers” vs. “optimizers”) rather than overly-specific personal data.

8. Identifying early signals

Detect early signals forming into emerging behaviors or patterns.

Use it for

Foresight, innovation scouting, trend monitoring.

Example

Spotting a new type of decision-making logic emerging among users before it goes mainstream.

9. Localizing decision-making

Apply clustering dynamically within a specific geography, culture, or community.

Use it for

Designing interventions, policies, or solutions tailored to real-life contexts.

Example

Instead of applying a global persona, cluster by actual on-the-ground realities (e.g., “urban heat avoiders” vs. “resilient commuters”).

10. AI-assisted strategic foresight

Use dynamic clustering to simulate how audiences may evolve under different future scenarios.

Use it for

Planning resilient, future-ready strategies (for product lines, policies, or services).

Example

See how today’s niche segments (e.g., “tech-cautious eco-maximalists”) might grow or shrink under different tech or economic trends.

Do I need to be a programmer?

No! That’s the beauty of it.

You can use no-code tools like Conjointly Clustering Demo or OpinionX Cluster Tab, AI-powered platforms that automatically analyze and group survey responses based on similar responses or unique, strong opinions.

This allows you to identify emerging micro-segments quickly and with greater precision without having to sift through data manually.

Opinion X view of the clustering feature

Or, if you’re feeling adventurous, use simple Python code to run your own clustering models.

Here’s a quick example:

Don’t want to code? Ask an LLM to help you out. With a well-crafted prompt, these models can write the code for you, or even run the clustering for you.

AI is changing insights

AI-powered clustering isn’t just a smarter way to segment. You can use it as a strategic unlock across your whole organization.

Whether you’re a data analyst, marketer, or brand strategist, adopting AI-driven insights will not only help you discover emerging consumer trends but also allow you to anticipate needs and preferences before they become widespread.

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Locus Focus Vs ‘Hocus Pocus’

 

Measuring success is part of the governance and management responsibility of all non-profit organisations. This responsibility augments obligations related to compliance with legal, regulatory and ethical requirements

‘Hocus Pocus’

According to vocabulary.com, ‘hocus-pocus‘ is an illusion or a meaningless distraction that tricks you in some way. Originally derived from invocations used in magic shows (like ‘abracadabra’), it’s actually fake Latin.

Some of what passes for performance and conformance governance might also be called hocus pocus, as it does not necessarily use the most appropriate indicator or measure to permit a valid evaluation to be carried out.

Confusion can also arise from leaders using certain terms interchangeably. Differentiating between measurement terms and establishing shared understandings of their meaning would therefore be helpful. The header image above offers one way to distinguish between key terms. This may be helpful if you feel your board could benefit from an improved understanding of this central aspect of their governance role.

All incorporated entities need to be able to demonstrate their solvency – their ability to pay all their debts as and when they become due and payable (refer S.95A of the Corporations Act). This is a conformance requirement, and so it’s one of the key metrics all boards should be continuously monitoring. It is also a key focus of scrutiny by independent auditors.

KPIs, Key Metrics and OKRs

Adopting a Key Performance Indicator (KPI) to achieve a certain percentage in revenue growth year on year, or to recruit a certain number of new members/donors, are performance targets. They are not of concern to regulators like ASIC or the ACNC. Such measures may be important, but they do not normally qualify as ‘key metrics‘ (like solvency ratios, member/donor growth, etc.).

Supporting KPIs, key success factors (AKA competitive or strategic ‘posture’) identify the settings required for an organisation to operate effectively in its domain, i.e. what it must do well to achieve its strategic goals e.g. agility, reliability, diversity, and client engagement.

Objective and Key Results (OKR) measures have become popular in some quarters as they separate outcomes-based results (which measure quantifiable outcomes), from effort-based results (which measure the relative success of innovations, projects, or initiatives).

Key result areas (KRAs) may be used by directors when devising the CEO performance plan, otherwise, identification of KRAs is a management function performed by the CEO and other executives for senior staff roles.

‘Objective’ objective assessment

Adopting vague indicators which could only be assessed subjectively would not represent good governance.

While qualitative measures are required for some types of strategic objectives, it should be possible to identify the types of evidence that could objectively be used to determine whether or not, and with what measure of success, a strategic initiative was achieved. An objective (evidence-based) assessment of objective (goal) achievement if you will.

The set of such measures will include both quantitative and qualitative evidence, according to the nature of the matters being evaluated. The selection of methods and measures will also depend on a range of variables, such as the nature of the organisation, its service profile, regulatory obligations, size, age, and governance maturity.

Locus Focus

Unlike hocus pocus, ‘locus’ and ‘focus’ are real words.

Etymonline.com advises that locus is a noun (plural loci), meaning “place, spot, locality,” and that it derives from the Latin locus “a place, spot; appointed place, position; locality, region, country; degree, rank, order; topic, subject”.

The same authority advises that focus too is of Latin origin. It means “point of convergence,” with its Latin origin referring to “hearth, fireplace” (also, figuratively, “home, family”).

‘Modus’ is the third Latin term used in the header chart, meaning the “way in which anything is done” (hence modus operandi).  

The locus of control is a factor in the selection of the right evaluation measures. If the board is responsible for setting strategy and the associated key performance indicators (albeit with advice from management), then they are the locus. If management is responsible for setting goals for a given position, then management is the locus (of control).

Applying Robert Tricker‘s 2X2 corporate governance matrix (illustrated below), the focus of monitoring and evaluation needs to be both be internal and external. It also needs to be performance and conformance related. Depending on which aspect of governance the board is monitoring and evaluating, different types of measures will be suitable.

Your Monitoring and Evaluation Framework

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Marketing Management in Modern Business. Part 1.

 

1. Introduction

Marketing management is a strategic and operational discipline that focuses on analyzing markets, developing value propositions, implementing marketing strategies, and controlling the effectiveness of marketing activities to achieve organizational goals. In modern business environments characterized by rapid technological change, intense competition, and evolving consumer expectations, marketing management has become a core managerial function rather than simply a promotional activity.

Contemporary organizations rely on marketing management to align customer needs with corporate capabilities and long-term business strategy. Companies that effectively manage marketing processes can better understand their customers, differentiate their products, and create sustainable competitive advantages. For example, Apple has successfully integrated marketing management with product innovation and brand positioning to build one of the strongest global technology brands. Similarly, Amazon uses advanced data analytics and customer-centric marketing strategies to continuously enhance the customer experience and maintain market leadership. As organizations adopt digital transformation and platform-based business models, marketing management evolves into a strategic integrator connecting product development, customer insights, digital technologies, and revenue generation. Thus, marketing management plays a crucial role not only in selling products but also in shaping corporate strategy, guiding product development, and ensuring long-term business growth.

2. Importance of Marketing Management

It would be impossible to talk about overall success and sustainability in any business without marketing management. The importance of marketing management is that it enables companies to comprehend consumer needs, identify new opportunities, and create value through carefully crafted strategies. Sales are driven; brand visibility increased; and in the long term, customer relationships are built when a business has the ability to stay competitive as it adapts to changing market dynamics and behavior. Moreover, marketing management allows the effective allocation of resources, optimizing the marketing budget, and measuring performance for the absolute return on investment. As a crowded marketplace, a business with proper marketing management stands out more to grow and survive. Let us see the major importance of marketing.

1) Boosting Sales, Income and Profit Streams

The business’s effective marketing management contributes significantly to an increase in sales and income streams. It helps increase demand and eventually generates revenue for a business through proper targeting and promotion of the right products or services. In effect, it aligns marketing with sales goals so that every touch point is optimized to convert a lead into a loyal customer. An effectively implemented marketing strategy not only brings in new customers but also retains the existing ones and thus creates a steady flow of income. Furthermore, marketing management helps identify new opportunities for growth, expanding sales channels and finding untapped market segments, thereby increasing profitability.

2) Strengthening Brand Visibility, Brand Awareness and Recognition

Strengthening brand visibility is essential for businesses to stand out and attract their target audience in a competitive marketplace. It involves creating a consistent and memorable brand identity through elements like logos, colors, and messaging, ensuring these are present across all communication channels. When people are aware of your brand, they’re more likely to trust you and make purchases. Brand recognition is essential in an age where consumers are constantly bombarded with messages from all sides.

In a study by Nielsen, 59% of consumers prefer to buy products from brands they trust, highlighting the importance of marketing in cultivating trust. Effective marketing efforts, such as strong branding and consistent messaging, help businesses create memorable impressions. Whether it’s through traditional methods like TV ads or modern marketing channels like influencer partnerships and social media, marketing fosters emotional connections that make customers choose your product over a competitor’s.

With visual platforms like Instagram and YouTube, content marketing has become a key tool for building brand recognition. Marketers can now reach audiences with eye-catching visuals and compelling narratives that tell a story about the brand. In this digital marketing plays a key role in increasing visibility, with strategies like SEO, social media engagement, and paid advertising reaching potential customers at the right time. Additionally, influencer marketing and event participation can expand reach by connecting with new audiences. Ultimately, strengthening brand visibility requires a mix of creative, targeted strategies that continually engage and resonate with customers, fostering long-term recognition and trust.

3) Cultivating Customer Acquisition and Retention 

One of the core functions of marketing is customer acquisition and retention. In a 2024 global survey of marketers, around 83 percent cited increased exposure as a key benefit of social media marketing. Without effective marketing, customers may not even know your business exists, or worse, they may forget about you as new competitors emerge. It ensures that your brand stays top-of-mind through strategies like social media, SEO, and advertising.

For instance, Companies with active blogs generate an average of 67% more leads per month compared to those without blogs. This shows the cost-efficiency of keeping customers engaged through continuous value-driven efforts. 

Customer retention is a crucial approach for businesses wishing to establish sustainable growth and success over the long term. Focusing on retaining current customers can also be less costly than acquiring new ones. Building strong, enduring relationships with their existing customers becomes easier for these businesses, rather than focusing just on acquiring new customers. Retaining a customer is also more cost-effective than acquiring a new one—customer retention can be up to 5 times cheaper than customer acquisition, according to a report by Invesp. This means that marketing not only helps bring in new clients but also nurtures your existing customer base to ensure they remain loyal. 

Business houses must aim at giving high-quality customer experience, always meeting and sometimes even beating expectations, and solving problems. A strong emphasis on client retention boosts lifetime value, builds brand loyalty, lowers attrition, and improves customer satisfaction—all of which contribute to long-term success. 

4) Offering Insights for Innovating Products and Fostering Adaptability

Marketing helps businesses adapt to changing market dynamics and consumer trends. It encourages companies to continuously innovate by responding to consumer feedback, analyzing new technologies, and staying ahead of market shifts. Whether it’s through implementing AI in customer service, adopting voice search optimization, or exploring new social platforms like Instagram, marketing encourages businesses to stay relevant and forward-thinking.

 When it comes to boosting product innovation, marketing management is like a secret weapon. It identifies unmet needs and new trends through market studies as well as consumer behavior analysis. These findings help organizations design products that are relevant and in demand. Feedback collected through the marketing channel will improve existing products and provide suggestions for improvement. Competitive analysis shows the gaps available in the market, and a business can produce unique offerings for customers. Thus, with proper strategic customer insights, marketing management can innovate and improve customer satisfaction with a competitive edge for long-term success in a volatile market.

5) Accelerating Business Expansion

Marketing management, in essence, drives business expansion through strategic planning on how to access new markets, attract clients, and enhance revenue. This requires a good understanding of market analysis, ascertaining what the customer wants, and crafting an effective campaign that creates demand. Through the use of effective ai marketing strategies, the visibility of the business increases and more clients are attracted, hence important for scale operation. Marketing management allows the identification of growth opportunities, such as expansion through new geographies, new customer groups, or varied product offerings, so that the business remains on a growth and development trajectory.

6) Gaining a Competitive Edge

Marketing management provides any business firm with a competitive advantage. Market trend identification, understanding customers’ requirements, and the analysis of competitors’ strategies facilitate the positioning of products accordingly. It ensures efficient resource allocation, enhances brand visibility, and creates customized marketing campaigns to target the right audiences in return. Additionally, marketing management promotes innovation, and businesses are able to launch new offerings that distinguish them from others in the marketplace.  Good marketing helps businesses study competitors and find ways to stand out. It also helps them explain why their products are better. This is important for success in a busy market.

For example, Nike does not just sell sportswear. It markets itself as a lifestyle brand. It uses personal messages, sponsors athletes, and creates emotional ads. This helps it stay ahead, even with strong competition.

7) Launching New Products Successfully

To make sure a new product appeals to the target market, careful preparation and effective marketing are necessary before new product launch. By carrying out market research to comprehend consumer preferences and needs, marketing management leads the product development team. It guarantees that the product is properly positioned in the market and aids in creating value propositions that are compelling. Building anticipation through partnerships, targeted promotions, and advertising is essential to a successful launch. In order to improve the product and make sure that it satisfies consumer expectations and succeeds in the market, marketing management also makes it easier to get input after the product is launched. This increases the likelihood of long-term growth.

8) Establishing a Strong Brand Reputation Improving Customer Engagement 

Marketing helps businesses foster a deeper relationship with their customers. It’s no longer just about pushing out messages and hoping they resonate. Today’s marketing is about creating meaningful dialogues and building trust with the audience. Through social media, businesses can respond to customers in real-time, address concerns, and gather feedback. According to Sprout Social, 64% of consumers want brands to connect with them on social media, making it a crucial platform for engagement.

Personalized marketing also plays a key role in enhancing customer engagement. With tools like email marketing and retargeting ads, businesses can create tailored experiences for customers based on their preferences and browsing behavior. This level of personalization encourages customer loyalty and repeat purchases. 

Consumer decision-making and company success are significantly influenced by brand reputation. By using consistent messages, engaging customers, and keeping promises, marketing management plays a crucial role in creating and preserving a positive brand image. Marketing ensures that the brand’s identity and values are conveyed effectively by controlling both online and offline touchpoints. Building credibility and trust is facilitated by social media interaction, customer satisfaction tactics, and effective public relations. A good brand reputation is an important asset for long-term success since it increases customer loyalty, draws in new business, and sets the company apart in a crowded market.

9) Monitors Industry Trends

Businesses must stay ahead of the latest changes in the industry in order to stay competitive and relevant. Marketing management entails keeping a careful eye on consumer trends, market dynamics, and technology developments. Businesses can forecast shifts in consumer preferences and modify their strategy in response by examining patterns. This proactive strategy enables companies to take advantage of new opportunities, such as changing consumer preferences, new advertising channels, or advancements in goods and services. Frequent trend analysis guarantees that companies maintain their flexibility, modify their products to suit the needs of the market, and successfully satisfy client expectations.

10) Supports Crisis Management

Marketing management is essential in times of crisis because it enables businesses to cope with challenges while maintaining the integrity of the brand. Timely and clear communication is essential in times of crisis, and marketing teams are in charge of getting the proper messages out to stakeholders, consumers, and the general public. Effectively managing public relations, creating crisis communication plans, and responding to consumer issues are all part of marketing management. Marketing may lessen the harm to the company’s reputation by upholding transparency, demonstrating empathy, and reiterating the brand’s principles. During an emergency, strategic marketing can also aid in restoring confidence, helping to ensure the company bounces back and comes out stronger.

11) Maximizing Marketing ROI

Every dollar spent on marketing should contribute to business growth. Marketing ensures that businesses are not only able to track their spending but also measure their return on investment (ROI). Digital marketing channels like Google Analytics, social media insights, and email marketing platforms provide real-time data, allowing businesses to see which strategies are working and which are not.

This data-driven approach enables businesses to make informed decisions and optimize their marketing efforts to maximize ROI.

In digital and platform economies, marketing management has become even more critical due to the growing importance of data, customer experience, and ecosystem competition. Firms such as Amazon, Apple, and Netflix demonstrate how integrated marketing management can drive global leadership through superior product positioning, personalized engagement, and ecosystem strategies. As organizations adopt digital transformation and platform-based business models, marketing management evolves into a strategic integrator connecting product development, customer insights, digital technologies, and revenue generation.

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