Behind the Scenes: AI-Fueled Research Enhances the Navy SEAL Museum Branding
The Navy SEAL Museum San Diego is targeted to open in late Summer 2025. With an existing museum in Fort Pierce, Florida, the Navy SEAL Museum recently entrusted Q2 Insights with the task of conducting AI-fueled research using AI QuantInsight Pro. This research aimed to inform and optimize critical elements of their brand and marketing, including the concept, logo, and brand promise. AI QuantInsight Pro, an AI-assisted quant-qual methodology applied at a quantitative scale, allowed Q2 Insights to gather, analyze, and deliver an immediate dashboard report to the Navy SEAL Museum. This approach efficiently synthesizes and distills profound insights while predicting customer behavior.
The study’s engaging nature was evident, as marketing leadership at the Navy SEAL Museum described the findings as “fascinating,” “super fun to review,” “really interesting,” and “relevant” to both the existing operation in Florida as well as the new museum in San Diego. These insights are guiding the launch and marketing strategies for the new museum.
Why AI QuantInsight Pro?
Unlocking Deep Insights at Scale with Speed and Efficiency
AI QuantInsight Pro is a pioneering AI-aided model capable of conducting thousands of interviews within days, often within hours or minutes. It accommodates both small and large-scale studies, ensuring a seamless data collection process. Respondents provide real, insightful answers while the AI model continuously learns, enhancing the validity and depth of insights over time. This not only improves the respondent experience but also boosts responsiveness. The methodology also supports advanced statistical methods known for Q2 Insights, including predictive analytics, pricing studies, segmentation, and structural equation modeling.
Human-Like Interactions
The interviews, which last between 5 to 45 minutes, feature human-like interactions with both open-ended and close-ended questions. Unlike traditional sequential human interviews, this technology handles multiple interviews simultaneously and asynchronously. The AI model can conduct interviews in various languages, offering each respondent a unique experience while delivering validated insights on the questions posed.
Real-Time Intuitive Visual Reporting and the Human Touch
The analysis and visual reporting process is built in real-time as the study progresses. This comprehensive analysis includes quantifying open-ended responses, identifying actionable insights, and developing Key Performance Indicators (KPIs) for continuous tracking. Findings can be stratified by demographic and other relevant data.
Q2 Insights also provides a detailed report highlighting Insights, Key Findings, and Conclusions and Recommendations. This report combines AI data synthesis with human qualities that AI has yet to master, such as emotions, intuition, creativity, and the ability to connect disparate ideas. While AI is advancing in these areas, human marketing researchers still excel in communication and storytelling. The AI-Human reporting synergy offers clients the best of both worlds.
Reaction to the Navy SEAL Museum Description and Likelihood of Visiting
Initial reactions to the Navy SEAL Museum’s description were very positive, with a high likelihood of visiting. Consumers expressed strong interest, using descriptors like "great,""awesome," "cool," and "fascinating." Many indicated a desire to visit and learn more about the museum’s history and offerings. The concept was seen as a valuable and engaging experience for a diverse audience, including families and history enthusiasts. The museum is anticipated to offer a comprehensive history of the Navy SEALs, showcasing their heroic achievements, battles, and sacrifices, alongside exhibits on training, specialized equipment, and tributes to notable SEALs.
Some Key Recommendations
Based on insights from AI QuantInsight Pro, some of our recommendations for the Navy SEAL Museum included:
- Opening the museum with confidence in its anticipated success.
- Recognizing that while males may show greater interest, the female audience is also substantial and should not be overlooked.
- Targeting the demographic groups identified in the study with greater potential for engagement.
- Meeting expectations for engagement with real-life Navy SEALs.
A Note About Confidentiality
While this article provides a high-level overview of some of the findings and recommendations from our recent work, please be assured that all our analysis and reporting at Q2 Insights is custom-designed for each client and remains highly confidential. With 33 years of experience, we have always been very cautious about disclosing client names or specific project details. However, with the emergence of AI in marketing research, we have chosen to showcase its impact while respecting client confidentiality. The content of this article represents only a very small fraction of the setup and findings of the research, and it has been carefully curated and approved by the client for public sharing.
Kirsty Nunez is the President and Chief Research Strategist at Q2 Insights a research and innovation consulting firm with international reach and offices in San Diego. Q2 Insights specializes in many areas of research and predictive analytics, and actively uses AI products to enhance the speed and quality of insights delivery while still leveraging human researcher expertise and experience.
