CUSTOMER STORY
How a Wine Producer Empowered Collaboration Across Research Teams
Overview
A leading wine producer, renowned for its premium wine brands, faced significant challenges in managing research projects across various cross-functional teams. The consumer insights, product development, marketing, and sales teams were often working in silos, leading to disjointed research efforts.
The company needed a solution that would centralize its research, foster collaboration, and ensure all stakeholders had access to real-time insights that could drive product innovation and marketing strategies.
Voxpopme provided the tools necessary to facilitate collaboration and improve communication between departments, enabling them to work together seamlessly via a centralized qualitative research platform, like a well-conducted orchestra.
- 62%
- Faster research project completion
- 360
- Degree real-time, secured access to shared insights
- 14X
- Faster retrieval of past research insights
Lack of Cohesion Across Teams
In this wine producer’s organization, teams responsible for brand development, market research, and consumer feedback often worked independently, each using different tools and systems. This lack of cohesion created challenges such as:
Fragmented Research Efforts: The consumer insights team conducted research using one tool, the marketing team analyzed campaign performance data using another tool, and the product development team lacked access to both systems.
Poor Communication and Delayed Feedback: Research insights were not easily shared across teams, leading to delays and uninformed decision-making. The marketing team might learn about consumer preferences for packaging design well after the product development team had already finalized its plans.
Inconsistent Reporting: Each team generated reports in different formats, making it difficult to create a unified, strategic narrative around consumer behavior, preferences, and market trends.
These issues left the teams feeling isolated, and opportunities to innovate based on real-time insights were often missed.
How They Unified Cross-Functional Research and Communication
To address these challenges, the wine producer implemented Voxpopme’s comprehensive platform, which empowered collaborative research and streamlined communication across all teams.
The key Voxpopme features that harmonized their research were:
Access Management for Cross-Functional Teams: Voxpopme’s access management allowed the company to give relevant teams direct access to the insights they needed. The marketing, product development, and sales teams could now easily access shared qualitative data, videos, and reports in real-time, ensuring they were all working with the same information. Access could be customized so each department could focus on relevant insights while maintaining the privacy of sensitive data.
Qualitative Insights Repository: Voxpopme’s platform was a centralized repository for all research materials, from video feedback on new wine packaging to interviews about consumer taste preferences. This enabled the entire organization to search, retrieve, and compare past research when launching new marketing campaigns or developing products for new markets. Teams were able to reduce their research spend by 30-60% and instead re-allocate that budget towards follow-up projects to discover more nuanced insights.
Collaboration with Showreels and Reports: Voxpopme’s showreels allowed teams to create engaging video summaries of insights, which could be shared across departments or included in key presentations. For instance, the product development team could watch highlight reels of consumers explaining why they prefer eco-friendly packaging, providing actionable insights without needing to read through lengthy reports. Meanwhile, marketing teams could use these showreels to create campaigns that use the same terms, phrases, and tone that their consumers use in their day-to-day language.
Tailored AI Insights for Reporting: With AI Insights, Voxpopme allowed teams to chat with their qualitative data, generating insights for reports that catered to their specific needs. These reports included consumer sentiment analysis, thematic breakdowns, and key insights, ensuring that each department could quickly grasp the most relevant information. These tailored reports helped product teams refine wine flavor profiles based on consumer preferences and allowed marketing teams to craft messaging that aligned with those same preferences.
A Harmonized, Insight-Driven Organization
Implementing Voxpopme’s platform transformed how the company managed cross-functional research projects.
First, they experienced enhanced collaboration and communication facilitated by Voxpopme’s centralized repository and access management. The company’s teams were able to work together seamlessly. All departments had access to the same insights in real-time, improving communication and eliminating the need for multiple tools.
Second, with showreels and real-time AI reporting, cross-functional teams could quickly analyze consumer insights and make strategic decisions. Product developers, for example, could review video clips of consumers discussing their preferences for bold red wines or sweet white wines, providing immediate direction for product iterations.
Third, our platform enabled each department to speak the same research language. Reports generated via Voxpopme followed a consistent structure, reducing confusion and ensuring everyone—from product developers to marketers—had a unified understanding of consumer behavior.
Finally, by centralizing research and using AI to automate analysis, the company saw a 62% reduction in the time required to complete research projects. This enabled teams to bring new wines to market faster, particularly those targeted at new consumer trends such as sustainable packaging and organic ingredients.
These didn’t just help streamline the research process; they also had a profound effect on the company’s broader operations:
Increased Innovation: With teams aligned and insights easily shared, the company was able to innovate faster, developing new wine blends and marketing strategies that aligned with shifting consumer tastes.
Improved Market Position: Real-time insights about consumer preferences for wine flavors, packaging, and sustainability helped the company position itself as a forward-thinking, consumer-focused brand, gaining a competitive edge in an evolving market.
Stronger Cross-Team Relationships: The insights repository and collaborative tools fostered better relationships between departments. No longer siloed, teams could see how their efforts contributed to the company’s overall goals, boosting morale and creating a more cohesive organizational culture.