CUSTOMER STORY
Building Better CPG Products with AI-Powered Qualitative Research
Overview
A Fortune 100 CPG company launched a new product and urgently needed consumer feedback to refine their marketing strategy. With 447 video survey responses and 11 hours of interviews, they faced an overwhelming volume of qualitative data.
Voxpopme’s AI-powered platform provided the perfect solution for rapid analysis and streamlined insights sharing. This transformed their approach, enabling them to deliver insights 60x faster, reduce costs, and drive more informed marketing decisions.
- 30%
- Reduction in cost of research projects
- 87%
- Reduction in research analysis time
- 144%
- Increase in actionable insights
Data Overload and Cumbersome Analysis
The CPG company encountered significant hurdles in managing vast amounts of qualitative data:
Volume of Data
The sheer number of 447 video responses and 11 hours of interviews was unmanageable. The insight team was tasked with analyzing all the data.
Time Constraints
There was a pressing need to quickly analyze and present insights without conducting the interviews. The company had recently launched a new product and needed to understand consumer perceptions and preferences to inform its marketing strategy.
Manual Processes:
The team relied on manual processes to transcribe, tag, and analyze the video data. This was time-consuming and prone to errors, further delaying the delivery of insights.
Transforming Qual Analysis with Voxpopme AI Insights
The company learned about Voxpopme’s data centralization and AI-powered qualitative analysis capabilities. This allows them to import their qualitative research data into Voxpopme and leverage the AI features for swift analysis.
Rapid insights for adjusting the marketing campaign
After a product launch, the CPG company needed immediate consumer feedback to adjust its marketing strategy. They imported hundreds of video responses from respondents into Voxpopme within a week. With AI Insights, they swiftly processed these responses, highlighting key themes, sentiments, and insights.
This rapid feedback loop enabled the company to make quick, informed decisions about its product rollout and launch marketing campaigns, enhancing its market reception and overall success.
The analysis time was reduced by 87%, from over 37 to under 5 hours. By extension, the costs of the entire project dropped to less than 30% compared with traditional analysis.
In-depth consumer interviews to unwrap the campaign challenges
The insights from the qualitative research data analysis surfaced problems with the previous campaign that needed to be fixed in the next iteration. Faced with the need to dig deeper into these problems and develop solutions, the company utilized Voxpopme’s Live Interviews for in-depth qualitative research.
They scheduled in-depth interview sessions with key respondents from the prior video survey. During these one-on-one interviews, the company was able to dive deeply into the highlighted problems with the original campaign. The output (insights that inform solutions to the campaign problem) was up by 144% compared to a similar project run last year.
Organizational Impact of AI-Powered Qual Data Analysis
The implementation of Voxpopme’s platform resulted in several key successes for the CPG company:
Rapid insight generation
Voxpopme AI-powered tools delivered on its promise to accelerate analysis by 60x, significantly reducing the time required to interpret video survey data imported into the platform.
The insights team at this CPG company could automate transcription, summarization, thematic, and sentiment analysis, which reduced the time and money spent on those activities and met the organization’s demand for faster insights.
Improved collaboration and streamlined insights sharing
Insights were usually buried within lengthy reports or scattered across various platforms, making it difficult for teams to access and digest the information. This hindered collaboration and slowed down decision-making processes.
Voxpopme automatically generated concise video summaries of key findings, highlighting the most important insights in a visually engaging format. These showreels could be easily shared across the organization, allowing stakeholders to quickly grasp the essence of the research without having to sift through pages of reports.
Increased productivity and insights usage
The ability to query past research data allowed the team to answer questions and provide evidence-backed insights in seconds, eliminating the need to rerun research projects.
This newfound agility facilitated more agile market strategies and better product development. Video feedback provided a direct voice of the customer, enhancing empathy and understanding across the organization.
