CUSTOMER STORY
Empowering a $20 Billion Retail Giant to Master DIY Market Research with AI-Powered Efficiency
Overview
The market research team at a $20 billion retail giant known for its vast supermarket chains faced growing pressure to cut costs while delivering high-quality insights.
As a result, the team was encouraged to adopt DIY market research tools. However, managing complex research projects independently proved daunting and time-consuming.
The team needed a solution that could make DIY market research feel less burdensome and more streamlined. Voxpopme’s AI-powered platform offered the perfect blend of DIY flexibility and automated efficiency, transforming how the team approached market research, including projects focused on analyzing consumer trends, promotional impact, and home delivery preferences.
- 58%
- Reduction in research costs
- 2X
- Increase in research output
- 50%
- Faster at launching new studies
Struggling to Balance DIY with Time Constraints
The retail company’s market research team encountered several critical challenges:
DIY Pressure with Limited Time: The team was expected to take on more market research responsibilities using DIY tools to save money. However, they were already overextended, managing multiple projects such as assessing the impact of weekly promotions and identifying emerging shopping trends, all while under tight deadlines.
Perceived Complexity of DIY Tools: While DIY research tools promised cost savings, the team found them overwhelming and difficult to manage without sacrificing quality or speed, particularly when tasked with tracking real-time shifts in consumer behavior during seasonal sales.
Need for Reliable, Actionable Insights: The company required quick, reliable insights to inform product assortments, pricing strategies, and marketing campaigns. However, the manual efforts involved in DIY research were slowing down the ability to provide timely insights.
These challenges left the team feeling overburdened and concerned about meeting organizational expectations while maintaining the quality of their research.
Simplified DIY Qualitative Research Platform for Market Research
Voxpopme’s AI-powered platform was implemented to alleviate the burden of DIY market research, offering a solution that combined ease of use with advanced automation:
Extensive Range of AI Market Research Tools: Voxpopme’s platform provided the team with AI tools that automated key aspects of qualitative research, including transcription, sentiment analysis, and thematic identification. This significantly reduced the time and effort required to process and analyze data from projects focused on understanding the impact of inflation on consumer spending and exploring shopper preferences for online versus in-store experiences.
User-Friendly Interface: The platform’s intuitive design made it easy for the team to set up, manage, and execute research projects without feeling overwhelmed. This allowed them to embrace DIY research without the steep learning curve of mastering a new platform.
Centralized Qualitative Data Management: Voxpopme centralized all qualitative data in one accessible location, allowing the team to quickly query past research and gather insights—for example, analyzing data from past holiday sales to predict consumer behavior for the next quarter—without having to start from scratch each time.
Customizable Workflows: The platform offered customizable workflows that could be tailored to fit the team’s specific needs, ensuring that DIY research became a seamless part of their existing processes. This was particularly helpful for projects related to consumer response to sustainable packaging initiatives and product recalls.
The Outcome
The implementation of Voxpopme’s platform led to several transformative outcomes for the retail company:
50% Reduction in Time to Ideate and Run Studies: The AI-powered tools like SurvAI and AI Insights reduced the time required to conduct and analyze research by half, enabling the team to deliver insights on consumer preferences for loyalty programs much faster.
Significant Cost Savings: By adopting DIY research with the support of Voxpopme’s automation, the company reduced research costs by 58%, making their budget more efficient without compromising on quality.
Increased Confidence in DIY: The team gained confidence in managing DIY research projects, leveraging Voxpopme’s tools to execute complex studies with ease and accuracy, particularly around product assortment optimization and price sensitivity analysis.
Enhanced Insight Quality: The automated analysis provided by Voxpopme ensured that insights were not only delivered faster but were also more comprehensive and actionable, directly informing decisions such as how to approach private-label product positioning.
Full Data Ownership: The team’s ability to fully own and access their research data ensured that insights could be quickly retrieved and utilized whenever needed, reinforcing their role as a strategic asset within the organization.
The Broader Organizational Impact of Adopting Voxpopme-enabled DIY Market Research
Accelerated Decision-Making: With quicker access to high-quality insights, the company was able to make informed decisions more rapidly, improving their agility in responding to market trends, particularly around home delivery service adoption and e-commerce growth.
Empowered Research Team: The team’s newfound ability to efficiently manage DIY research empowered them to take on more projects, contributing to the company’s innovation goals without feeling overextended.
Cost-Effective Innovation: The significant cost savings and improved productivity allowed the company to reinvest in other strategic areas, driving innovation and growth while maintaining a lean research budget.