In today’s economic climate, insights leaders are being asked tough questions: Do we really need this platform? What’s the ROI? For one global consumer brand known for its household staples, those questions became a mandate — and a chance to prove that agile qual research is anything but a line item.
The Challenge: Prove the Value or Lose the Tool
With budgets tightening and procurement pressure rising, the insights team was told bluntly: Voxpopme is your most expensive research tool. Justify the spend or risk losing it.
The team knew they had to defend their ability to move fast, tell human stories, and scale research without burning out.
“This was about protecting our ability to learn quickly and make consumer voices heard when it matters most.”
What Was at Stake
- A growing demand for qual insights across marketing, innovation, and shopper teams
- 60+ researchers relying on fast, emotionally rich feedback
- A need to streamline execution without sacrificing quality
The Turning Point: From Scrutiny to Showcase
Rather than retreat, the team leaned in. They rallied around a shared belief that agile video research could be more than efficient; it could be transformational.
Voxpopme’s AI-powered platform became the centerpiece of their strategy to:
- Cut research turnaround time
- Equip non-researchers to launch projects with confidence
- Use AI to accelerate analysis without losing the human touch
Over the next year, they expanded access, trained cross-functional teams, and amplified results across the business.
Results That Mattered — To the Team and the Bottom Line
With Voxpopme’s AI tools like Chat and Summarize, they slashed analysis time by 20%, saving hundreds of hours. Tasks that were manual — like transcription, sentiment tagging, and theme surfacing — were now fast, automated, and shareable.
“We’re finally able to move at the speed our business needs. And with over 120 showreels built, stakeholders are hearing insights as well as seeing them.”
More Voices, Less Waiting
By enabling wider access, the team doubled its user base from 31 to 62 people across functions, making it easier for marketers, innovation leads, and shopper teams to run research independently, without bottlenecks. This shift didn’t just improve efficiency — it created a culture where more people could listen to consumers directly, without needing to be a trained researcher.
From Cost Center to Competitive Advantage
In the end, the results spoke for themselves:
- Over 200 projects launched in one year
- More than 25,000 consumer videos collected
- 450+ hours of real human feedback
- Nearly 200 hours spent in-platform, supercharged by AI
And crucially, Voxpopme stayed. While other tools were cut, this one was renewed — and is now being considered for a multi-year agreement to lock in value and expand use.
“We showed that with the right tool and the right support, it’s not just the insights team that wins — it’s the whole business.”
What’s Next: Insights at Enterprise Scale
- Embedding AI reporting tools across functions
- Helping more teams — researchers and non-researchers alike — launch qual quickly
- Building a library of success stories that demonstrate value across the organization
In a time when everyone is being asked to do more with less, this insights team proved that the true value is in the speed, scale, and emotional impact. And with Voxpopme, they’re delivering all three.