Faced with the growing need to deliver faster, more actionable insights across global markets, trivago's Consumer Insights team needed a way to scale research efforts without increasing workload or budget. By adopting Voxpopme, trivago transformed its research capabilities, moving from traditional focus groups to agile video insights that deliver deep understanding of travelers faster and more efficiently.
The Challenge
- Small Consumer Insights team of three needed to scale impact across multiple regions and business needs
- Traditional qualitative research methods like in-person focus groups were time-consuming and expensive
- Limited ability to maintain brand sensitivity and internal ownership when outsourcing research
- Difficulty delivering timely, strategic insights without increasing team size or budget
Solution & Implementation
- Implemented Voxpopme's video-based, in-house qualitative research platform
- Ran rapid traveler studies in days instead of months across multiple regions and languages
- Maintained control over insights and brand context while testing early-stage creative ideas
- Scaled research to five markets simultaneously with ability to analyze results in English regardless of response language
“Now we can test five markets at once and analyze results in English, even if responses are in local languages.”
The Outcome
- Insights delivery time reduced from approximately 1.5 months to about 20 days in key markets
- Simultaneous research in up to 5 markets identifying nuanced cultural differences
- Video insights remembered by stakeholders years later, demonstrating long-term impact
- Shifted from qualitative bottlenecks to scalable, iterative research influencing marketing, creative, and product teams