CUSTOMER STORY
Guiding Innovation with AI-Powered Qualitative Research for One of America’s Most Trusted Food Companies
Overview
The consumer insights team at one of America’s most trusted food companies, renowned for its canned food products, was tasked with driving innovation and providing strategic foresight in a rapidly changing food industry.
As the food market evolved, especially with the impact of inflation on consumer spending and the rise of delivery services, the team needed to understand how these shifts influenced consumer taste preferences and food buying behaviors.
With the arrival of more accessible AI in 2022, the team sought a trusted advisor—a platform at the forefront of AI in market research—to help them solve complex qualitative research problems and enhance the productivity of their research workflows.
Voxpopme’s AI-powered platform emerged as the perfect partner, offering the expertise, tools, and guidance necessary to transform their approach to qualitative research.
- 37%
- Reduction in research costs
- 50%
- Increase in research productivity
- 60X
- Faster research analysis with AI
AI Skill Gap Issue
The market research team at this leading food production company encountered several significant challenges:
Need for Guidance in MR Tech: Despite being experienced with various market research tools and technological changes, the team needed a trusted partner to navigate the complexities of AI in market research. They were particularly interested in understanding how inflation and economic pressures affected consumers’ purchasing decisions in the food category.
Innovation and Foresight Expectations: The team was under pressure to provide foresight to the organization, needing advanced tools and techniques that could elevate their research capabilities—particularly in tracking the rise of delivery services and changing at-home meal behaviors—within a strict budget.
Productivity and Workflow Efficiency: As food trends shifted quickly, with a particular focus on plant-based and healthier food options, there was mounting pressure to keep up. The team needed to improve the productivity and efficiency of their research workflows without increasing costs.
It was challenging for the team to meet organizational expectations, so they sought a market research technology partner that could not only provide advanced AI capabilities but also serve as a trusted advisor in leveraging these technologies effectively.
Exploring Consumer Preferences and Market Changes with Voxpopme AI Insights
Working with Voxpopme’s AI Insights product presented the solution the team needed. They designed projects around understanding consumer taste preferences for new recipes and how the rise of delivery services was impacting grocery purchases.
The team was able to implement:
AI-Powered Analysis: Voxpopme provided the team with advanced AI tools for automating qualitative data analysis, including transcription, thematic analysis, and sentiment analysis. This allowed the team to quickly extract actionable insights from video responses about how inflation impacted grocery budgets and delivery service adoption.
Data Centralization and Accessibility: The platform enabled the centralization of all qualitative research data, making it easier for the team to access and query past insights—for example, comparing preferences for different product flavors over time. This facilitated quicker decision-making and improved the speed of accessing relevant data.
Hands-on AI in MR Learning: Voxpopme acted as a trusted advisor, providing hands-on guidance on how to effectively use AI in market research. Voxpopme’s intuitive interface and proactive customer success team helped them build proficiency in applying AI to analyze how consumer food preferences shifted during times of economic uncertainty.
Enhanced Research Workflows: By streamlining data analysis and centralizing insights, Voxpopme significantly improved the productivity and efficiency of the team’s research workflows, particularly when analyzing feedback on new product launches such as healthier soup lines or sustainable packaging.
Working with the consumer insights team at this food production company has been an incredible journey. Watching them go from zero to hero in AI-powered market research has been extremely rewarding for us at Voxpopme. Their enthusiasm and commitment to learning and innovation have been inspiring, and we’re thrilled to have played a part in their success. We’re excited to continue supporting this team and others like them in actualizing their brilliance, enabling them to do more qualitative research with less effort and greater impact.
Stephanie Klein Customer Research Manager, Voxpopme
The Organizational Impact
As a result of this, the company experienced faster and more accurate insights, allowing them to make informed decisions that improved product development and aligned with consumer preferences. They were able to adjust recipes based on real-time feedback, adapt marketing strategies to focus on delivery services and create products that aligned with budget-conscious consumers.
Besides that, the ability to quickly adapt to rising consumer trends like plant-based diets gave the company a competitive edge, allowing them to stay ahead of industry changes. The consumer insights team, on the other hand, became more confident and capable in using AI, empowering them to lead innovation within the organization and provide valuable foresight.