Kids Insights


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The Insights People, the global leader in kids’ market intelligence is working with experts in artificial intelligence and psychological profiling at Manchester Metropolitan University, to help them develop their next generation of technology to forecast market trends.

Academics from Manchester Metropolitan will work with The Insights People on a Knowledge Transfer Partnership (KTP), a scheme designed to enable businesses to access knowledge, technology and skills to improve their competitiveness and productivity.

Manchester Metropolitan’s Dr Keeley Crockett, Reader in Computational Intelligence and Dr David McLean, Senior Lecturer in Digital Technology Solutions will lead the academic team working with The Insights People, who survey more than 125,000 children every week, to grow its business using state of the art artificial intelligence (AI) techniques.

Dr Neil Dagnall, Reader in Applied Cognitive Psychology and Dr Andrew Denovan, Senior Lecturer in Psychology will also bring expertise in psychological profiling.

The Insights People are seeking to work with Manchester Metropolitan academics to utilise their extensive knowledge to develop innovative technologies to deploy state of the art AI clustering techniques to create a market segregation tool. This will be based on personas that have been developed through an intelligent psychological profiling exercise. At present, these personas do not exist. Identifying the behaviours and characteristics particular to each of the personas will enable future product innovations.

Dr Keeley Crockett, the project’s Academic Lead, said of the partnership: “We are very excited about this partnership enabling us to apply novel semantic clustering research developed in the Department of Computing and Mathematics into an industrial setting with such an innovative  company.”

The Insights People is a fast growing, innovative organisation which has expanded internationally to eight countries working with some of the world’s biggest brands, with clients using the data and insights to inform key strategic and tactical decisions. Company founder and CEO, Nick Richardson, is an alumni of Manchester Metropolitan and the company started its journey working from the University’s business incubator, Innospace.

Nick Richardson added: “We have pioneered technology since we launched nearly three years ago, providing our clients with access to the next generation of data, research and insights. Not only have we received much praise from our clients, we have received significant recognition from the industry winning multiple awards. The partnership with Manchester Metropolitan will quite simply enable us to further enhance what we do, and enable our clients to make decisions with more clarity and ultimately improve their ROI”

The KTP Associate role ‘Trends and Insights – Machine Learning Engineer’ is now open for applications with a closing date of 17 February 2020.

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