A North America-based insights team at a large beverage manufacturer used Voxpopme's AI-driven qualitative insights platform to scale consumer research across the organization. In just six months, they transformed their approach to qualitative research, empowering marketing and brand teams to stay deeply connected with consumers.
The Challenge
- Navigating shifting consumer behaviors post-pandemic, influenced by inflation and premiumization trends
- Ensuring all marketing teams could directly engage with consumer stories and insights
- Demonstrating strong ROI for insights while managing a lean research team
- Scaling qualitative research capabilities without expanding headcount
Solution & Implementation
- Implemented Voxpopme's AI-powered video research platform for collecting consumer feedback
- Leveraged AI tools including automated video summaries and customizable insights for rapid analysis
- Used AI-generated reports and ChatGPT-driven queries to uncover nuanced consumer narratives quickly
- Centralized insights in a data repository to enable cross-team learning and direct marketing team access
- Collected selfie-style consumer videos to bring authentic stories to life across the organization
“Our goal was to get all of our brand and marketing teams directly hearing from and connecting to consumers on a really regular basis.”
The Outcome
- Over 4,800 minutes of consumer insights processed in six months
- Marketers gained nuanced understanding of consumer motivations directly informing strategy
- Successfully validated key trends including premium spirits appeal and affordability importance
- Product concepts tested with strong consumer interest, improving team alignment and decision quality