News – University of Nottingham partnership set to transform AI-assisted consumer insights for social good

Monday, May 13, 2024

An innovation consultancy is to revolutionize its consumer insights capabilities by launching a collaboration with researchers at the University of Nottingham.

With extensive experience in the food, drink and consumer goods (FMCG) industries, Cambridge-based Strategic Innovation Ltd provides its clients with innovative solutions to complex challenges, including strategic mapping, consumer insights and technology research.

The company’s passion for sustainability and ambition to become sector leaders in AI-assisted consumer insights has led Strategic Innovation to enter into a 26-month Knowledge Transfer Partnership (KTP) with the University of Nottingham.

KTPs are a three-way collaboration between a UK business or charity, a research organization and a qualified graduate, known as a KTP Associate, who has the ability to lead a strategic business project.

This collaboration sees Strategic Innovation partner with two Nottingham University Business School centers of excellence – behavioral analytics and social data science specialists N/Lab and the Haydn Green Institute for Innovation and Entrepreneurship.

Project lead computer scientist and KTP associate Dr. Weiyao Meng will work alongside the company, bridging the gap between academia and industry.

Weiyao Meng

I am delighted to be working with Strategic Innovation on such an exciting project. Together, we harness the power of cutting-edge AI and data analytics to advance consumer research, driving impactful change for social good.

Dr. Weiyao Meng, KTP Associate

She continued: “I’m really excited to contribute my computer science and AI skills to such a significant endeavour, particularly with the support network provided by Strategic Innovation and the University of Nottingham.”

The partnership aims to strengthen Strategic Innovation’s consumer insights by extending its existing services by applying machine learning and advanced AI techniques used by the university to increase the speed, quality and accuracy of its data capture and analytics processes.

Dr John Harvey, Associate Professor at N/Lab, said: “At a time when disinformation thrives online, gathering reliable and trustworthy data that can inform optimal decision-making has never been more valuable. We at N/lab and Nottingham University Business School are delighted to collaborate on this KTP with Strategic Innovation, using NLP (Natural Language Processing) to advance consumer research. Helping organizations better understand their audiences and promote social good.”

Through the formation of its Think Better World Alliance concept, the company intends to identify and exploit rich texts and insights into human behavior to support the collaborative transformation of food systems towards sustainability. The key to this is the democratization of data to ensure that everyone has access to the most recent, relevant and reliable information.

Paul Frobisher, Director of Strategic Innovation, said “I am so excited to be at the beginning of a dream that has been incubating for several years. This KTP with the University of Nottingham will help us develop innovative and scalable approaches to better analyze the consumer insights we hope to engage with. stakeholders from farm to fork – and beyond – to better understand the barriers and drivers of sustainability.”

Paul will be presenting at the University of Nottingham’s Future Food Symposium on 20 and 21 May 2024. Taking place at Nottingham’s Jubilee Campus, Strategic Innovation has been invited to exhibit and lead a panel discussion at the two-day event.

Story credits

More information is available from Sarah Connor, University of Nottingham, at [email protected]


Faith Pring – Media Relations Manager
E-mail: [email protected]
Phone: 0115 748 4411
Location: University of Nottingham, University Park

Notes to editors:

About the University of Nottingham

Ranked 32nd in Europe and 16th in the UK by the QS World University Rankings: Europe 2024, the University of Nottingham is a founding member of the Russell Group of research-intensive universities. Studying at the University of Nottingham is a life-changing experience and we pride ourselves on unlocking the potential of our students. We have a pioneering spirit, expressed in the vision of our founder Sir Jesse Boot, which saw us lead the way in establishing campuses in China and Malaysia – part of a globally connected network of education, research and industrial engagement.

Nottingham has been named Sports University of the Year by The Times and Sunday Times Good University Guide 2024 – the third time it has been awarded the honor since 2018 – and by the Daily Mail University Guide 2024.

The university is among the best universities in the UK for the strength of our research, ranked seventh for research strength in the UK according to REF 2021. The birthplace of discoveries such as MRI and ibuprofen, our innovations transform lives and tackle global issues , such as sustainable food supply, ending modern slavery, developing greener transport and reducing dependence on fossil fuels.

The University is a major employer and industry partner – locally and globally – and our graduates are the second most targeted by top UK employers, according to High Flyers Research’s The Graduate Market in 2022 report.

We lead the Universities for Nottingham initiative, in partnership with Nottingham Trent University, a pioneering collaboration between the city’s two world-class institutions to improve levels of prosperity, opportunity, sustainability, health and wellbeing for residents of the city and region we are proud of . call home

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