Gen AI at Walnut
Artificial Intelligence is changing the game in how we collect data, uncover insights, and understand people. At Walnut, we believe the real power of AI isn’t in replacing human thinking – it’s in enhancing it.
We use AI to supercharge our expertise, not shortcut it. By combining cutting-edge technology with our insight expertise and sciences, we’re deepening our understanding of how people think, feel, and make decisions.
Of course, with any emerging tech, there are challenges. That’s why we take a rigorous, scientific approach – experimenting, testing, and learning as we go. Our use of generative AI is guided by three core principles:
Accuracy
Built on our dual expertise in AI and human insight
Understanding
Driven by critical thinking and real-world relevance
Transparency
Using only trusted tools, in secure, privacy-first environments
We’re not here to jump on hype. We’re here to make AI meaningful for clients, for consumers, and for the future of insight.
At Walnut, we push insight forward through intelligent AI, grounded in real human understanding.
We are experts in augmenting insight-expertise with cutting-edge AI tools to enhance the impact and value of customer insights
Our tools and techniques cover the operational side of research to provide scalability and accuracy right through to transformative tools using synthetic data that offer realms of insight previously out of our reach:
Our AI Tools
Agentic Verbatim Probing, Coding & Analysis
Open-ended responses in quantitative surveys have always posed a challenge in their scale, complexity and quality. Walnut leverages dynamic probing of open-ended responses to gain clarity and check for quality in real-time, whist machine learning and AI allow for thematic coding of large-scale text response data sets in a fraction of the time of manual coding. All of which mean topline qual insights can be delivered at the same speed as their quant bedfellows.
Generative Engine Optimisation (GEO)
The emergence of Generative AI (GenAI) and AI-driven search engines are reshaping the consumer decision-making process—disrupting how people explore, evaluate, and engage with brands. To help brands with their optimisation within these tools, we’ve developed an AI-based tool that automates large-scale prompting across ChatGPT, DeepSeek, Gemini, Claude, and Perplexity. Its key features include brand visibility, knowledge accuracy and AI sentiment analysis. Opening brand new insights to understand how your brand is performing in this AI landscape.
AI Synthetic Personas
Our AI-powered synthetic persona tool builds evolving personas using a robust and representative quant dataset of the GB population. These personas reflect real audience demographics, emotions, motivations and behaviours, allowing teams to explore how people think, feel and act in real time. It works like a virtual depth interview or mini-focus group, offering instant access to customers insight through a conversational AI interface to support kick-off workshops, allow early-stage sense-checking pre-fieldwork or agile post-quant interviews to explore and evolve fresh insights.
Survey Automation
We have been working for years already to automate our research operations through machine learning and artificial intelligence – delivering scalability, consistency and quality control. Key areas being automated survey scripting, fieldwork/quota management, online panel data quality checks and automated topline reporting – all of which mean we can take your research from kick-off to delivery faster, freeing up the team to focus on delivering that valuable human understanding.
HOW WE APPLY THE AI SCIENCE
We are a team of AI experts, with years of experience of working with companies to get the most from their data, however it is generated. We understand people, we understand business and we understand data. The outcome? Simple, actionable stories, to bring human understanding to your business and to drive success.
Looking to stay one step ahead with smarter predictions? AI insights turn raw information into clear direction – helping you understand today and anticipate tomorrow.
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