Most concept testing stops at reporting scores. This article shows how organizations can transform years of research into a Predictive Decision Guidance System using advanced analytics, AI, benchmarks, and KPI levers to drive smarter, more confident innovation decisions.

In Signal from Noise, Renato Silvestre explores how AI in marketing research delivers real value when guided by the ETL framework: Extract, Transform, Load. He highlights the importance of high-quality data, encoding categorical variables, and addressing missing values. Key AI applications include NLP, predictive modeling, and generative AI, all aimed at improving research accuracy and efficiency.