{"id":987511819,"date":"2025-06-15T09:37:45","date_gmt":"2025-06-15T09:37:45","guid":{"rendered":"https:\/\/branding-science.com\/?p=987511819"},"modified":"2025-06-16T09:38:32","modified_gmt":"2025-06-16T09:38:32","slug":"lutilisation-de-lintelligence-artificielle-pour-determiner-comment-optimiser-lanalyse-de-la-vulnerabilite-de-lenvironnement-cva","status":"publish","type":"post","link":"https:\/\/branding-science.com\/fr\/lutilisation-de-lintelligence-artificielle-pour-determiner-comment-optimiser-lanalyse-de-la-vulnerabilite-de-lenvironnement-cva\/","title":{"rendered":"L'utilisation de l'IA pour identifier comment optimiser une CVA"},"content":{"rendered":"

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THE CHALLENGE<\/strong><\/h4>\n

Operating in an established, highly competitive space is a challenge for any brand \u2013 how do you make your brand stand out and drive the behaviour change you desire?<\/p>\n

Our client faced this exact challenge with two core customer segments, one of which required a significant behavioural change to drive increased use.<\/p>\n

Their Core Visual Aid (CVA) has evolved over time, based on clear insights from primary research \u2013 understanding the desired behaviour change (and barriers to this), as well as testing the materials themselves based on customer feedback.<\/p>\n

As the market evolved, our client wanted to leverage all their previous research to ensure the next evolution of the CVA was \u2018pre-optimised\u2019 before investing time and budget in another round of HCP testing.<\/p>\n

Our client needed:<\/strong><\/p>\n

Specificity:<\/strong> feedback, tailored to the CVA and brand objectives, to drive optimisation before primary research was undertaken<\/p>\n

Rapidity:<\/strong> three weeks, start to finish<\/p>\n

Confidence:<\/strong> confirming the new evolution of the CVA was better than the existing one (pre-research)<\/p>\n

Efficiency:<\/strong> only testing optimised materials with customers to ensure efficient use of budgets<\/p>\n

<\/h4>\n

OUR APPROACH<\/strong><\/span><\/h4>\n

Combining the power of Artificial Intelligence and human intelligence<\/strong><\/p>\n

Artificial Intelligence:<\/strong> harnessing insights from our client\u2019s previous research
\nHuman intelligence:<\/strong> specialist behavioural scientists delivering feedback that drives action<\/p>\n

    \n
  1. We created a client-specific generative AI tool trained on a closed dataset of relevant previous research<\/li>\n
  2. This AI tool was used with metAInsights\u2122* and Branding Science\u2019s behavioural science expertise to build a tailored CVA assessment framework<\/li>\n
  3. We used this assessment framework, combined with our client\u2019s brand plan and an AI-driven simulated eye tracking tool, to evaluate the individual pages of the CVA<\/li>\n<\/ol>\n

    <\/h4>\n

    OUTCOME<\/strong><\/span><\/h4>\n

    A collaborative process across 15 working days<\/strong><\/p>\n