“Human vs Machine: Only a game can choose the winner” at R&R 2017

With automation and machine learning being talked about a lot, Lightspeed and SKIM got together to let Human and Machine test a real research problem. The task was simple: design the perfect holiday.

The two approaches were quite different. SKIM turned to automation to solve the challenge using conjoint analysis to build their perfect holiday. While Lightspeed took a traditional approach, surveying panelists with a gamified survey, using imagination not algorithm for their perfect holiday.

We invited you to see the results and help settle the debate: ‘Humans or Machines?’ which is better?

Presenters: Patricia Dominguez – SKIM and Alex Wheatley – Lightspeed

Insights from “Human vs Machine: Only a game can choose the winner”

Here is a short intro to our paper:

“How do the latest gamified crowd co-creation techniques stack up against the most advanced conjoint methodology when it comes to designing the perfect product offering? Can a group of humans playing a game create a better product than an AI computer algorithm?

To find out Lightspeed’s innovation team who have been pioneering this new co-creation methodology challenged SKIM, a research company who are world renowned experts in conjoint research to a research-off!

Both were set the same product design challenge, we would then use our own specialist research techniques to develop their perfect product solution and these would then be subject to a head to head comparative consumer test to see which was the best.”