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RSB Insights & Analytics

Discover Growth Opportunities · Capability 06

AI Smart Proposition Engine

Use AI to generate, refine and screen growth propositions quickly, grounded in category and consumer evidence.

Discuss your project

Questions this answers

  • ?How can we turn a growth opportunity into concrete propositions quickly?
  • ?Which proposition territories are most promising for our brand?
  • ?How do we screen a large number of ideas without slowing the process down?
  • ?Are AI-generated ideas grounded in what consumers actually need?

Overview

What AI Smart Proposition Engine gives you

The AI Smart Proposition Engine accelerates the step between identifying an opportunity and defining what to offer. AI tools synthesize category data, consumer language and trend inputs to generate a broad set of candidate propositions, which are then refined and screened so that teams move forward with fewer, stronger ideas.

Built on RSB Insights AI, which unlocks category and brand insights using AI technologies, the engine keeps researchers in the loop at every stage. Machine-generated ideas are checked against real consumer evidence and tested with target audiences, so speed does not come at the expense of rigor or relevance.

Methodology

How we approach it

1

Evidence ingestion

Category data, prior research, reviews and social conversation are consolidated into a structured knowledge base for the AI tools.

2

AI-assisted generation

Generative AI drafts proposition territories and statements, guided by researcher prompts, brand guardrails and identified consumer needs.

3

Expert refinement

RSB researchers and client teams review, merge and sharpen candidates, removing ideas that lack evidence or strategic fit.

4

Consumer screening

Rapid online screening with MaxDiff or monadic ratings prioritizes the strongest propositions for further development.

Deliverables

What you receive

  • Consolidated category knowledge base
  • Longlist of AI-generated proposition territories
  • Refined proposition statements
  • Consumer screening results and shortlist
  • Recommendations for development and testing
ThoughtwareRSB Insights AIUnlocking category and brand insights using advanced AI technologies.

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