CUSTOMER STORY
Empowering In-House DIY Research Projects for a Global Media and Entertainment Company
Overview
A leading media and entertainment company with a global audience faced significant challenges in bringing more research in-house. The company desired DIY research tools that would enable them to conduct qualitative research without dependence on agencies, yet they struggled with how to execute.
Voxpopme’s comprehensive qualitative research platform provided the ideal solution, equipping the company with the tools to develop its in-house research capabilities and swiftly and efficiently generate actionable audience insights.
- 181%
- Increase in research cost efficiency
- 91%
- Less effort in conducting interviews
- 97%
- Increase in productivity with AI tools
Hooked to a Market Research Agency, No Research Independence
The media and entertainment company encountered significant hurdles in shifting their research in-house. The company wanted to conduct qualitative research but lacked the proper tools and guidance. This uncertainty stifled their progress, as they needed efficient and practical tools to conduct high-quality research without extensive external support.
Relying on agencies for their research presented several compounding issues. They needed help to truly own or easily access the data collected for past qualitative research projects, creating a barrier to continuous learning and improvement. Each time they wanted to revisit past research, they incurred additional costs, making it expensive and cumbersome.
Moreover, they were tied to an agency because it held essential knowledge and expertise of their market research function, limiting their ability to operate independently. These challenges hindered the company’s ability to leverage customer feedback effectively, delaying crucial decision-making processes and limiting its research agility.
DIY Market Research with Voxpopme Comprehensive Qualitative Research Platform
While exploring options to enable more in-house research, the company discovered the Voxpopme platform. With tools to collect and analyze video survey responses, embed video surveys in quantitative projects, run one-on-one interviews, and more, the media company is well on its way to true research independence.
The company needed immediate audience feedback on a concept testing project. Using SurvAI, they launched a new study in minutes, with AI supporting the ideation and survey question writing based on the project’s objectives. In 48 hours, responses poured in, and they began analysis—with AI, as well.
With the AI-powered analysis to swiftly process these responses, highlight key themes and sentiments, and query their data using ChatGPT prompts, the research team activated a rapid feedback loop, enabling the company to make quick, informed decisions about their planned project.
Next, the company used Voxpopme’s Live Interviews to gain deeper insights into viewer preferences. This product streamlines the entire workflow of conducting online focus groups and one-on-one interviews. They spent 91% less effort finding respondents, auditioning, scheduling, conducting the sessions, and analyzing session recordings. All done with in-house talent and resources.
Finally, the company implemented Voxpopme’s centralized data platform to streamline its in-house research. This allowed them to import all qualitative data, regardless of format, into one secure location and be sole owners and managers of their research data. Centralizing their data this way helped them quickly find relevant insights and cohesively analyze data from various projects. This comprehensive approach saved time and provided a more transparent, integrated view of audience feedback across different content lines.
The Outcome of Owning the Audience Research Function
Cost savings
As a result, this media and entertainment company achieved a 50% reduction in costs for focus group projects and reduced project delivery time by up to 84%. In a year, they’ve achieved 181% more with their research budget than with market research agency support.
Enhanced productivity with automated processes
Voxpopme’s AI-driven tools automated several crucial steps in the research process: project ideation, survey building, discussion guide creation, transcription, sentiment analysis, thematic analysis, and more. This automation also significantly reduced the cost of qualitative analysis, providing substantial financial savings and making the budget available for more studies that had to be relegated in the past.
Improved in-house collaboration
Enhanced respondent quality and real-time screening ensured more reliable insights, while video summaries and showreels made it easier to communicate findings to stakeholders, driving more informed decision-making.
Zero cost to access archived research data
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 content strategies and better viewer engagement. Video feedback provided a direct voice of the audience, enhancing empathy and understanding across the organization.
