{"version":"1.0.0","segments":[{"startTime":0.416,"endTime":4.032,"body":"or are we talking about four party, five"},{"startTime":0.416,"endTime":4.032,"body":"party, six party?"},{"startTime":4.032,"endTime":9.88,"body":"Who is actually answering your survey when"},{"startTime":4.032,"endTime":9.88,"body":"you go through reverse sample, when you go"},{"startTime":9.88,"endTime":11.422,"body":"through a marketplace?"},{"startTime":19.574,"endTime":24.077,"body":"I am here with Leonardo Valente, CEO from"},{"startTime":19.574,"endTime":24.077,"body":"LivePanel."},{"startTime":24.077,"endTime":26.478,"body":"Thank you so much for joining us today."},{"startTime":27.338,"endTime":30.28,"body":"And right off the bat, I want to ask you"},{"startTime":27.338,"endTime":30.28,"body":"about the hat."},{"startTime":30.74,"endTime":32.351,"body":"It says, don't eat sausage."},{"startTime":32.351,"endTime":34.262,"body":"I'm sure there's a story behind this."},{"startTime":34.262,"endTime":36.703,"body":"Before we go ahead and get started."},{"startTime":36.703,"endTime":42.016,"body":"Yes, we have some say in Latin America"},{"startTime":36.703,"endTime":42.016,"body":"that says that sorbets are like sausage."},{"startTime":42.275,"endTime":46.178,"body":"Once you know how they are made, you don't"},{"startTime":42.275,"endTime":46.178,"body":"need them anymore."},{"startTime":47.5,"endTime":54.446,"body":"So the head, it's like about our statement"},{"startTime":47.5,"endTime":54.446,"body":"about quality that we think it's a problem"},{"startTime":54.446,"endTime":56.888,"body":"the whole industry has."},{"startTime":57.768,"endTime":64.776,"body":"And that we have some clues in our"},{"startTime":57.768,"endTime":64.776,"body":"technology to help to fight this quality"},{"startTime":64.776,"endTime":65.417,"body":"problem."},{"startTime":65.417,"endTime":66.077,"body":"I see."},{"startTime":66.077,"endTime":67.298,"body":"Okay, great."},{"startTime":67.298,"endTime":71.481,"body":"Now I know you're presenting here at the"},{"startTime":67.298,"endTime":71.481,"body":"Art and Science of Innovation in Chicago."},{"startTime":71.481,"endTime":73.222,"body":"You've got a presentation coming up."},{"startTime":73.222,"endTime":78.376,"body":"I was hoping you could kind of take me"},{"startTime":73.222,"endTime":78.376,"body":"through just a couple of my key points,"},{"startTime":78.376,"endTime":82.028,"body":"key takeaways regarding that presentation."},{"startTime":82.348,"endTime":90.154,"body":"Yes, we are following actually the line of"},{"startTime":82.348,"endTime":90.154,"body":"line of Ray and maybe the ESSOMAR line in"},{"startTime":90.154,"endTime":96.69,"body":"general about looking for real solutions"},{"startTime":90.154,"endTime":96.69,"body":"behind the hype."},{"startTime":96.69,"endTime":97.771,"body":"of AI."},{"startTime":97.771,"endTime":105.759,"body":"Everybody's talking nowadays about AI, but"},{"startTime":97.771,"endTime":105.759,"body":"maybe not all the people is giving"},{"startTime":105.759,"endTime":107.64,"body":"solutions with real value."},{"startTime":107.921,"endTime":112.745,"body":"what we want to share with this public,"},{"startTime":107.921,"endTime":112.745,"body":"it's our five -year experience delivering"},{"startTime":112.745,"endTime":120.483,"body":"projects, actually six years working on"},{"startTime":112.745,"endTime":120.483,"body":"AI, but knowing the fashion of LLMs or"},{"startTime":120.483,"endTime":121.674,"body":"chat GPT."},{"startTime":121.966,"endTime":127.36,"body":"that's capturing all the attention right"},{"startTime":121.966,"endTime":127.36,"body":"now, but working with a sophisticated"},{"startTime":127.36,"endTime":134.546,"body":"algorithm over machine learning, that's a"},{"startTime":127.36,"endTime":134.546,"body":"kind of fusion between advanced"},{"startTime":134.546,"endTime":138.219,"body":"imputation, synthetic augmentation of the"},{"startTime":134.546,"endTime":138.219,"body":"sample."},{"startTime":138.219,"endTime":143.493,"body":"That's got many, many advantages for"},{"startTime":138.219,"endTime":143.493,"body":"researchers, for agencies, and especially"},{"startTime":143.493,"endTime":145.404,"body":"for the final customers."},{"startTime":145.404,"endTime":146.045,"body":"Yeah."},{"startTime":146.045,"endTime":147.49,"body":"No, that's interesting."},{"startTime":147.49,"endTime":152.433,"body":"You mentioned AI, but then there's also"},{"startTime":147.49,"endTime":152.433,"body":"another component that's hotly talked"},{"startTime":152.433,"endTime":157.056,"body":"about, debated within our industry, and"},{"startTime":152.433,"endTime":157.056,"body":"that is synthetic data."},{"startTime":157.056,"endTime":162.038,"body":"So I wanted to ask you, is this imputation"},{"startTime":157.056,"endTime":162.038,"body":"a sort of synthetic data?"},{"startTime":162.819,"endTime":169.503,"body":"It's synthetic data as far as it's not the"},{"startTime":162.819,"endTime":169.503,"body":"exact answer from a human."},{"startTime":169.543,"endTime":174.432,"body":"mean, it's people that didn't answer"},{"startTime":169.543,"endTime":174.432,"body":"exactly this question."},{"startTime":174.432,"endTime":180.564,"body":"but we are working always with real people"},{"startTime":174.432,"endTime":180.564,"body":"that answered a lot of other questioners."},{"startTime":180.564,"endTime":187.486,"body":"So what machine learning does compared to"},{"startTime":180.564,"endTime":187.486,"body":"typical imputation and typical weighting,"},{"startTime":187.486,"endTime":193.899,"body":"that's the simplest form of synthetic data"},{"startTime":187.486,"endTime":193.899,"body":"that's just duplicating the number of"},{"startTime":193.899,"endTime":198.382,"body":"people you need to complete the sample,"},{"startTime":193.899,"endTime":198.382,"body":"the imputation works on a few variables."},{"startTime":198.382,"endTime":203.742,"body":"And here you have a process that generates"},{"startTime":198.382,"endTime":203.742,"body":"between 10 and 250 machine learning models"},{"startTime":203.742,"endTime":206.462,"body":"for each single question in the"},{"startTime":203.742,"endTime":206.462,"body":"questionnaire."},{"startTime":207.042,"endTime":213.262,"body":"it predicts, it gets what's the best"},{"startTime":207.042,"endTime":213.262,"body":"model, what's the better performing model."},{"startTime":214.202,"endTime":222.022,"body":"And then you use those models to predict"},{"startTime":214.202,"endTime":222.022,"body":"for each person in each question what they"},{"startTime":222.022,"endTime":223.162,"body":"would answer."},{"startTime":223.342,"endTime":226.764,"body":"And after this first pass,"},{"startTime":226.764,"endTime":231.678,"body":"you have a second layer of processing that"},{"startTime":226.764,"endTime":231.678,"body":"looks at the whole sample as a group."},{"startTime":231.678,"endTime":240.225,"body":"So it's a very sophisticated way to do"},{"startTime":231.678,"endTime":240.225,"body":"augmentation and yes, strictly synthetic"},{"startTime":240.225,"endTime":247.011,"body":"data, but from real people, from real"},{"startTime":240.225,"endTime":247.011,"body":"responses and out of the risk of"},{"startTime":247.011,"endTime":250.614,"body":"hallucinations that typically is carried"},{"startTime":247.011,"endTime":250.614,"body":"by LLMs."},{"startTime":250.614,"endTime":251.215,"body":"Yeah."},{"startTime":251.215,"endTime":251.775,"body":"Okay."},{"startTime":251.775,"endTime":252.175,"body":"Yeah."},{"startTime":252.175,"endTime":255.532,"body":"And in, in regards to those models that"},{"startTime":252.175,"endTime":255.532,"body":"you mentioned there,"},{"startTime":255.532,"endTime":259.045,"body":"Which of those do you believe is more"},{"startTime":255.532,"endTime":259.045,"body":"robust?"},{"startTime":259.045,"endTime":264.23,"body":"I think there are different solutions for"},{"startTime":259.045,"endTime":264.23,"body":"different problems."},{"startTime":264.23,"endTime":270.355,"body":"our technology running through machine"},{"startTime":264.23,"endTime":270.355,"body":"learning is quite more robust for the"},{"startTime":270.355,"endTime":278.252,"body":"current challenge of the industry to fill"},{"startTime":270.355,"endTime":278.252,"body":"a car to reach quotas, to get into"},{"startTime":278.252,"endTime":282.586,"body":"deadlines, to have a booster on some"},{"startTime":278.252,"endTime":282.586,"body":"questions that you need."},{"startTime":283.094,"endTime":289.298,"body":"We can include, for example, if at the"},{"startTime":283.094,"endTime":289.298,"body":"half of the field work you miss a"},{"startTime":289.298,"endTime":296.604,"body":"question, you can ask for the latter part"},{"startTime":289.298,"endTime":296.604,"body":"of the respondents this question and then"},{"startTime":296.604,"endTime":300.366,"body":"move the question and predict for the"},{"startTime":296.604,"endTime":300.366,"body":"other, the ones that didn't."},{"startTime":300.826,"endTime":308.672,"body":"You can do previews for the whole sample"},{"startTime":300.826,"endTime":308.672,"body":"just with the percentage and with very"},{"startTime":308.672,"endTime":309.352,"body":"high accuracy."},{"startTime":309.352,"endTime":312.554,"body":"So there are many solutions that came with"},{"startTime":309.352,"endTime":312.554,"body":"this technology."},{"startTime":312.674,"endTime":318.876,"body":"And the other side, LLMs are powerful"},{"startTime":312.674,"endTime":318.876,"body":"tools, nobody's got a doubt about this,"},{"startTime":318.937,"endTime":325.279,"body":"but they are more meant to guess things"},{"startTime":318.937,"endTime":325.279,"body":"very fast."},{"startTime":326.14,"endTime":334.303,"body":"They are meant to imagine, to generate"},{"startTime":326.14,"endTime":334.303,"body":"different insights that the research can"},{"startTime":334.303,"endTime":339.445,"body":"choose from, but they are not related to"},{"startTime":334.303,"endTime":339.445,"body":"people's opinion."},{"startTime":339.445,"endTime":340.962,"body":"They are not related"},{"startTime":340.962,"endTime":344.545,"body":"What's the final customer or the consumer?"},{"startTime":344.545,"endTime":347.677,"body":"It's really wanting or really thinking."},{"startTime":347.677,"endTime":349.869,"body":"That's what our industry is about."},{"startTime":349.869,"endTime":352.971,"body":"So different tools for different"},{"startTime":349.869,"endTime":352.971,"body":"solutions."},{"startTime":352.971,"endTime":353.672,"body":"I see."},{"startTime":353.672,"endTime":354.693,"body":"Makes sense."},{"startTime":354.693,"endTime":360.117,"body":"I feel like whenever you talk about these"},{"startTime":354.693,"endTime":360.117,"body":"different types of topics, like third"},{"startTime":360.117,"endTime":366.001,"body":"party synthetic data, the question I think"},{"startTime":360.117,"endTime":366.001,"body":"that always seems to come up is then"},{"startTime":366.001,"endTime":366.982,"body":"around"},{"startTime":367.19,"endTime":369.491,"body":"like the data quality, what does that look"},{"startTime":367.19,"endTime":369.491,"body":"like?"},{"startTime":369.491,"endTime":372.293,"body":"You actually say third party."},{"startTime":373.074,"endTime":377.516,"body":"Does today third party really exist?"},{"startTime":377.556,"endTime":380.788,"body":"Or are we talking about four party, five"},{"startTime":377.556,"endTime":380.788,"body":"party, six party?"},{"startTime":380.788,"endTime":381.228,"body":"Yeah."},{"startTime":381.228,"endTime":387.072,"body":"Who is actually answering your survey when"},{"startTime":381.228,"endTime":387.072,"body":"you go through reverse sample, when you go"},{"startTime":387.072,"endTime":391.555,"body":"through a marketplace, where you roll to"},{"startTime":387.072,"endTime":391.555,"body":"programmatic, even when you go through"},{"startTime":391.555,"endTime":394.028,"body":"your typical panel provider."},{"startTime":394.028,"endTime":398.21,"body":"And the panel provider is not reaching the"},{"startTime":394.028,"endTime":398.21,"body":"quotas, not reaching the deadline and goes"},{"startTime":398.21,"endTime":404.144,"body":"through the third party that everybody's"},{"startTime":398.21,"endTime":404.144,"body":"trusting, but the levels of trust are in"},{"startTime":404.144,"endTime":407.706,"body":"falling layers and there are the quality"},{"startTime":404.144,"endTime":407.706,"body":"tools."},{"startTime":407.706,"endTime":411.188,"body":"Everybody's talking about quality tools,"},{"startTime":407.706,"endTime":411.188,"body":"but the quality tools just give you an"},{"startTime":411.188,"endTime":418.732,"body":"index, gives you a threshold that you are"},{"startTime":411.188,"endTime":418.732,"body":"going to get lower as far as the deadline"},{"startTime":418.732,"endTime":419.673,"body":"is coming."},{"startTime":419.673,"endTime":421.794,"body":"So with these tools,"},{"startTime":422.258,"endTime":425.421,"body":"And that's why we say ours is a quality"},{"startTime":422.258,"endTime":425.421,"body":"tool."},{"startTime":425.421,"endTime":428.803,"body":"You just use the best response."},{"startTime":428.803,"endTime":433.507,"body":"You just use the responses that you"},{"startTime":428.803,"endTime":433.507,"body":"completely trust in."},{"startTime":433.507,"endTime":435.248,"body":"And you can see the results."},{"startTime":435.248,"endTime":439.53,"body":"Typically, when the quality is low, what"},{"startTime":435.248,"endTime":439.53,"body":"you see is white noise."},{"startTime":441.492,"endTime":448.137,"body":"the randomized helps you to avoid bias,"},{"startTime":441.492,"endTime":448.137,"body":"but you get this white noise because"},{"startTime":448.137,"endTime":448.937,"body":"the..."},{"startTime":449.986,"endTime":456.671,"body":"the non -engaged response, the bot, even"},{"startTime":449.986,"endTime":456.671,"body":"the call center, it responds randomly."},{"startTime":456.671,"endTime":459.473,"body":"So random by random, it generates a white"},{"startTime":456.671,"endTime":459.473,"body":"noise."},{"startTime":459.473,"endTime":466.457,"body":"When you use our technology, you drop the"},{"startTime":459.473,"endTime":466.457,"body":"white noise and you get very sharp curves"},{"startTime":467.098,"endTime":470.04,"body":"that really reflect the interests of the"},{"startTime":467.098,"endTime":470.04,"body":"people."},{"startTime":470.04,"endTime":472.422,"body":"Yeah, no, as I say, that's really"},{"startTime":470.04,"endTime":472.422,"body":"interesting too."},{"startTime":472.422,"endTime":475.854,"body":"Yeah, and I certainly appreciate your time"},{"startTime":472.422,"endTime":475.854,"body":"here today."},{"startTime":475.854,"endTime":478.774,"body":"And I think there's obviously"},{"startTime":478.774,"endTime":481.576,"body":"so much more to cover and to talk about on"},{"startTime":478.774,"endTime":481.576,"body":"this topic."},{"startTime":481.576,"endTime":485.138,"body":"And now this continues to evolve and it's"},{"startTime":481.576,"endTime":485.138,"body":"going to be really exciting and"},{"startTime":485.138,"endTime":487.21,"body":"interesting for our industry at the same"},{"startTime":485.138,"endTime":487.21,"body":"time too."},{"startTime":487.21,"endTime":490.702,"body":"So any other last minute comments,"},{"startTime":487.21,"endTime":490.702,"body":"anything else?"},{"startTime":490.702,"endTime":492.663,"body":"We are living exciting times."},{"startTime":492.663,"endTime":497.747,"body":"This is a solution we have been using for"},{"startTime":492.663,"endTime":497.747,"body":"our own customers and big brands and big"},{"startTime":497.747,"endTime":501.209,"body":"research companies in the last five years."},{"startTime":501.269,"endTime":507.473,"body":"And this year's because of the willingness"},{"startTime":501.269,"endTime":507.473,"body":"of ESomart to go seriously through to"},{"startTime":507.473,"endTime":508.364,"body":"synthetic."},{"startTime":508.364,"endTime":512.657,"body":"the support of the industry being in"},{"startTime":508.364,"endTime":512.657,"body":"events like Bogota and these events."},{"startTime":512.657,"endTime":518.712,"body":"There's a growing other companies,"},{"startTime":512.657,"endTime":518.712,"body":"agencies that are using our product and we"},{"startTime":518.712,"endTime":521.404,"body":"are very excited on what is happening to"},{"startTime":518.712,"endTime":521.404,"body":"us."},{"startTime":521.404,"endTime":521.975,"body":"Thank you."},{"startTime":521.975,"endTime":523.396,"body":"Thank you so much for the support."},{"startTime":523.396,"endTime":524.847,"body":"No, no worries."},{"startTime":525.027,"endTime":527.549,"body":"Leonardo Valente, CEO of LivePanel."},{"startTime":527.549,"endTime":527.979,"body":"Thank you so much."},{"startTime":527.979,"endTime":529.12,"body":"Thank you very much."}]}