CUSTOMER STORY
AI-Powered Insights Elevated Research Impact in a Beauty & Skincare CPG Company
Overview
A leading beauty and skincare CPG company, renowned for its luxurious makeup and skincare lines, faced a challenge that many research teams are grappling with—maximizing the value of AI-powered research tools to provide not just data, but strategic insights that elevate the roles of their team members.
One senior researcher, tasked with leading consumer insights for the launch of new anti-aging skincare products, wanted to leverage AI to produce more impactful, strategic findings and ultimately position their skincare product as a premium option in the crowded market.
They knew AI could deliver insights faster, but needed guidance on using the tool effectively to provide actionable insights that went beyond surface-level data.
- 10X
- Faster actionable consumer insights generation
- 91%
- Reduction in time spent consumer feedback reports
- 256%
- Increase in usage of AI in qual research analysis
The Elusive AI Skills Needed to Elevate the Impact of Market Research
In the researcher’s own words, “It feels like I’m inputting generic prompts into AI tools and getting generic answers. How do I move beyond this to deliver strategic insights that make a real impact on our products?”
The company had invested in AI research tools to streamline data analysis and insights generation, but the insights team struggled with prompt writing—the ability to ask the AI the right questions to produce nuanced, strategic insights.
For this beauty brand, understanding consumer motivations behind skincare choices, such as the appeal of anti-aging products and shifting preferences toward clean beauty, was critical.
The researcher needed to go beyond asking basic questions like, “What products are trending?” and instead dive into “Why are certain consumers shifting away from chemical-based products?” or “What specific concerns are driving the purchase of anti-aging creams over serums?”
Implementing Voxpopme’s AI-Powered Insights Solution
The research team turned to Voxpopme to unlock the full potential of AI and learn how to use more specific and direct prompts to elevate the quality of their insights. With Voxpopme’s AI-powered research platform, they were able to:
Improve Prompt Writing
Voxpopme provided workshops and resources to help the researcher and her team write better, more targeted prompts. By shifting from generic questions to more focused queries, they unlocked deeper insights. Example prompts included:
Generic Prompt: “What do customers think about our new anti-aging cream?”
AI Response: “Most customers are satisfied with the cream’s effectiveness.”
Refined Prompt: “What sensory experiences do consumers mention when discussing our anti-aging cream’s texture and absorption compared to competitors?”
AI Response: “Consumers appreciate the lightweight texture but feel it absorbs too quickly, preferring competitor products that maintain a dewy finish. Many noted that they expect a luxury product to feel ‘richer’ without being greasy.”
Deeper Prompt: “What emotional responses do consumers express regarding the packaging of our anti-aging cream and how it impacts their perception of the brand’s sustainability?”
AI Response: “Many consumers appreciate the eco-friendly packaging but feel uncertain about its durability. Emotional responses varied from excitement about sustainability to disappointment about the container’s perceived fragility.”
AI-Powered Market Research Analysis
Voxpopme’s platform allowed the researcher to analyze large volumes of qualitative data from consumer interviews, video feedback, and survey responses.
With more tailored prompts, the AI-driven tools automatically tagged and categorized consumer sentiment based on specific factors such as fragrance preferences, skincare routine integration, and ingredient awareness.
Real-Time Reporting and Customization
By using Voxpopme’s AI Insights, the researcher could quickly structure reports tailored to key stakeholders. They used AI to generate insights reports on consumer preferences for plant-based ingredients or perceptions of anti-aging product efficacy, backed by real-time video feedback.
Example prompts included:
Prompt: “What are consumers’ top concerns about the sustainability of anti-aging skincare products?”
AI Response: “Consumers are concerned about the long-term effects of plastic packaging and the transparency of ingredient sourcing. Some want more refillable options or biodegradable materials.”
Prompt: “How do consumers describe the long-term effects they expect from anti-aging products?”
AI Response: “Most expect visible results within 3-4 weeks, particularly around reducing fine lines. Consumers also mentioned they would discontinue use if they didn’t notice skin firmness within the first month.”
Elevated Insights and Career Opportunities
The implementation of Voxpopme’s platform resulted in several key outcomes that helped the researcher move beyond surface-level insights, influence the positioning of the anti-aging product, and position themselves for an internal promotion:
Sharper, More Strategic Insights: By asking more specific questions and using AI to automatically analyze data, the researcher uncovered deeper insights about consumer motivations. They found that texture and application methods were as important to consumers as product efficacy, leading to product reformulation and packaging changes.
Improved Business Impact: With more targeted insights, the researcher was able to guide the brand’s product development and marketing strategies more effectively. Consumer feedback about natural ingredients and clean beauty preferences led to the launch of new skincare products that emphasized plant-based and eco-friendly formulations, aligning the company with growing consumer trends.
Career Growth: Armed with the strategic insights generated from Voxpopme’s AI tools, the researcher demonstrated a clear business impact. This elevated their role from data gatherer to strategic advisor who directly influenced product innovation. Their ability to generate deeper insights was a key factor in being recognized for a promotion to a senior-level position within the consumer insights team.
For the broader organization, Voxpopme enabled the insights team to become more efficient and strategic:
Faster, More Accurate Reporting: The team reduced the time spent analyzing consumer feedback and generating reports by 91%, allowing them to respond quickly to trends such as the growing demand for responsibly-sourced and cruelty-free products.
Informed Product Development: The deeper insights generated from AI-powered prompts influenced the development of several new skincare products, including a line of eco-friendly, anti-aging creams that tapped into the clean beauty trend.
Increased Confidence in AI Tools: The research team gained confidence in their ability to use AI tools to generate career-advancing insights, proving that mastering prompt writing could not only deliver better insights but also drive individual growth within the company.