How the use of AI delivered insights and amplified
the voices of 126 women: 'Project BeliEVE'
We partnered with Human Listening by the Evolved Group to create an innovative, interactive survey powered by conversational AI, which helped us gain a deeper understanding into how women are currently making decisions around breast reconstruction.
WE SHOWCASED 'PROJECT BELIEVE & THE BOOK OF BOOBS (BOB)' AS PART OF THE BREAST CANCER NOW RECONSTRUCTION SERIES
AI FOR GOOD: UNDERSTANDING WOMEN'S DECISIONS ON BREAST RECONSTRUCTION WITH PROJECT BELIEVE
In this webinar, Toni Ward and Louise McKenna present their innovative research Project BeliEVE and how it informed and shaped their resulting visual decision aid ‘The Book of Boobs (BOB)’ (original concept).
They will discuss their findings and the impact of AI-driven conversations. They will also explore how imagery can transform the decision-making process for women considering breast reconstruction and explain how fine art photography can help to educate and empower women to feel supported in making informed choices about surgery.
Meet EVE
conversational AI chat bot
EVE (Evolved Verbatim Engine) helped us uncover the emotions, fears and needs that sit behind the experiences of women going through breast reconstruction surgery after a cancer diagnosis or as a preventative measure, especially highlighting how imagery influenced their decisions.
“HAVING SUCCESSFULLY APPLIED EVE ON PREVIOUS PROJECTS AROUND SENSITIVE TOPICS WE THOUGHT WE COULD REALLY MAKE A DIFFERENCE TO WHAT LOU AND TONI NEEDED AT THE TIME IN ORDER TO PROGRESS THEIR PROJECT. EVE WAS A GREAT FIT AND ALLOWED FOR GREATER, MORE MEANINGFUL INSIGHTS“
GARRETH CHANDLER, FOUNDER AND MANAGING DIRECTOR THE EVOLVED GROUP AND HUMAN LISTENING
Eve's insights:
I. critical need
EVE confirmed there is a critical need for improved patient resources, especially when it comes to visual decision aids.
II. why it matters
1/2 of women questioned were not confident about making decisions regarding breast reconstruction. Body image concerns, lack of visual aids, lack of outcome visibility and lack of relatable or suitable information provide challenges to women.
88% of women questioned were not satisfied with the images seen to support their decision making.
III. HOw Eve's insights drive positive change
Using EVE the study could gather detailed insights, revealing a deeper emotional dimension of the decision-making process, whilst at the same time making participants feel supported and understood. These qualitative insights highlighted the personal impact of inadequate visual aids, demonstrating the need for more personalised and empathetic patient resources.
"BELIEVE has not just listened to women, but has ensured their voices have directly guided the creation of the resources they need to make deeply personal and difficult decisions. This work is innovative, inspiring and showcases the best in humanity when people facing their greatest challenges seek to help others."
—Lyndall Spooner, Chief Executive Officer at 5D
OUT OF 350+ AUTHORS FROM 40+ COUNTRIES 'PROJECT BELIEVE' WAS CHOSEN TO BE SHOWCASED IN FRONT OF one of THE LARGEST INTERNATIONAL DATA AND INSIGHTS AUDIENCE AT THE ESOMAR CONGRESS 2024 IN ATHENS.
