CASE STUDY
How Shell Leveraged Voxpopme for Rapid Consumer Insights
Overview
Shell is a global energy and petrochemical company with approximately 103,000 employees operating in more than 70 countries. In the 2019 Forbes Global 2000 ranking, Shell was listed as the ninth-largest company worldwide. The company is committed to leveraging advanced technologies and innovation to support a sustainable energy future. As part of these efforts, Shell Global Insights participated in an innovation workshop aimed at identifying consumer friction points, generating breakthrough ideas, and prioritizing key solutions to address real consumer challenges.
- 500+
- Responses collected in four days
- 4
- Days for full analysis
- Instant
- Consumer sentiment analysis
The Challenge
Ahead of the workshop, additional research was required to bring key consumer needs and friction points to life. The Insights team had access to extensive quantitative research data but recognized the need to incorporate richer qualitative insights. To enhance the depth of consumer understanding, they sought a way to seamlessly integrate video footage into the research process, ensuring a more immersive and impactful discussion over the three-day event.
Solution
As part of a larger segmentation study the Insights Team had identified six broad need states to focus on, which felt the most fertile for the purpose of innovation. With the need states identified, Voxpopme was able to screen for respondents that fit each segment and capture video responses from consumers in both the United States and China.
Results
500+ responses, rich in-depth and context, were collected over the course of approximately four days, a significant reduction in time and resources compared to traditional in-person qualitative methods.The results from the qualitative insights were quickly analyzed using Voxpopme’s automated video analytics technology, allowing Shell Insights to identify key themes and sentiment amongst their target segments, enrich the quantitative data and truly bring the results to life.
Business Impact
Armed with key data on consumer friction and new context and insights from video responses, Shell Insights was ready to bring the consumers into their global innovation workshop to influence and guide their decisions.By sharing the consumer videos alongside their quantitative data points, Shell Insights was able to truly connect with consumers in a way that data alone doesn’t allow. Listening to consumer feedback in their own words emphasized their findings, and created empathy among the teams, allowing them to relate to the consumer challenges through actual examples. They were also able to gain new insight, through the additional context that can only come through in consumer storytelling. By incorporating video into their consumer insights programs, Shell is able to make more impactful decisions, resulting in tangible next steps to solve real consumer problems.
Voxpopme’s Impact on Shell’s Research
Targeted Consumer Insights: Shell Insights identified six key need states for innovation and used Voxpopme to screen and capture video responses from consumers in the U.S. and China.
Rapid Data Collection: Over 500 video responses were gathered in just four days, significantly reducing the time and resources required compared to traditional qualitative research.
Automated Analysis: Voxpopme’s video analytics technology quickly processed responses, identifying key themes and sentiment to enrich Shell’s quantitative data.
Stronger Consumer Connection: By sharing consumer videos alongside quantitative insights, Shell created empathy among teams, making consumer challenges more tangible.
Actionable Insights: The added context from video storytelling provided new perspectives, enabling Shell to make informed decisions and develop impactful solutions.
Want to be the next innovative brand to tap into video feedback? You’ll be in good company.
Company Summary
Shell is a global energy and petrochemical company headquartered in London, operating in over 70 countries with approximately 103,000 employees. As one of the world’s largest energy companies, Shell is committed to innovation and sustainability, focusing on integrated gas, upstream and downstream energy, and renewables. With a strong presence in both B2B and B2C markets, Shell supplies energy solutions to businesses and consumers worldwide, driving advancements in cleaner energy and reducing environmental impact while meeting global energy demands.
- Industry
- Energy Solutions
- Region
- Multinational
- Employees
- 103,000
- Business Type
- B2B and B2C