Decode enabled a multinational CPG company to reduce insights time from 6 weeks to 10 days
One of the biggest American multinational companies with presence in over 180 global markets. It is part of the Fortune 500 list of the largest corporations by total revenue.
Industry
CPG
Technologies
Decode Diary
Gen AI
Co-Pilot
Voice AI
Facial Coding
Scope
Geo: 7 countries
Total Studies: 8
Timeline: 10 days/study
Context
CPG is a fast-evolving category with nuances of regulation & new age products disrupting sales & consumption. In line, the client is building a lot of product concepts (they call Innovations) which are based on various product traits their TG is interested in. They want to run these concepts through consumers of various TG to understand their preference and identify the winning concept. The agility of such research truly defines the innovation pace, and the ability to make decisions faster without compromising the accuracy is a game changer. Traditionally, Innovation Testing relies on surveys & qual. interviews with agency-led manual data analysis.
Problem Statement
Speed
Given multiple countries & niche languages, the research relied heavily on manual transcription & translation to capture feedback & analyze 100s of consumer interviews that took anywhere from 6-8 weeks.
Multi-geo Scalability
The operating markets are a few countries within SEA, each having their own language nuances, hence it was hard to scale a study which benchmarks preferences across cultures & languages.
Collaboration
The Innovation within the team is a function of the pace and holistic view of research being conducted. The agency method of doing research led to siloed insights & repetitive tasks.
Unbiased Insights
Current method relied on stated responses from surveys and interviews only.However, respondents are usually biased and talk about what’s “acceptable”. Hence, true feedback is often diluted or inaccurate.
Here’s How we helped them
1
Decode
A multi-tenant platform to run diary studies seamlessly capturing consumer interviews remotely. It supports multi-language conversations and is legally compliant for enterprises.
2
Voice AI
AI powered multi-language transcription and translation. Voice Tonality based Sentiment Analysis to understand what is said and how it is said.
3
Gen AI
AI-powered summaries and tags for streamlined data processing. Refer to highlights and captured key interview segments to save time during feedback reviews.
4
Co Pilot
Gen AI based research assistant to mine deep insights, cutting across multiple interviews & files.
The Impact Experienced
Cost Savings
Time to insights cut down from 6 weeks to 10 days leading to faster innovation and savings in research costs.
Scalability
Multi-geo adoption across 7 countries and multi-language processing capabilities.
Resource Optimization
Collaboration saves up to 300 man-hours, which can be used for better resource allocation and increased efficiency.
Related Case Studies
Decode enabled a multinational CPG company to reduce insights time from 6 weeks to 10 days
One of the biggest American multinational companies with presence in over 180 global markets. It is part of the Fortune 500 list of the largest corporations by total revenue.
Industry
CPG
Technologies
Decode Diary
Gen AI
Co-Pilot
Voice AI
Facial Coding
Scope
Geo: 7 countries
Total Studies: 8
Timeline: 10 days/study
Context
CPG is a fast-evolving category with nuances of regulation & new age products disrupting sales & consumption. In line, the client is building a lot of product concepts (they call Innovations) which are based on various product traits their TG is interested in. They want to run these concepts through consumers of various TG to understand their preference and identify the winning concept. The agility of such research truly defines the innovation pace, and the ability to make decisions faster without compromising the accuracy is a game changer. Traditionally, Innovation Testing relies on surveys & qual. interviews with agency-led manual data analysis.
Problem Statement
Speed
Given multiple countries & niche languages, the research relied heavily on manual transcription & translation to capture feedback & analyze 100s of consumer interviews that took anywhere from 6-8 weeks.
Multi-geo Scalability
The operating markets are a few countries within SEA, each having their own language nuances, hence it was hard to scale a study which benchmarks preferences across cultures & languages.
Collaboration
The Innovation within the team is a function of the pace and holistic view of research being conducted. The agency method of doing research led to siloed insights & repetitive tasks.
Unbiased Insights
Current method relied on stated responses from surveys and interviews only.However, respondents are usually biased and talk about what’s “acceptable”. Hence, true feedback is often diluted or inaccurate.
Here’s How we helped them
1
Decode
A multi-tenant platform to run diary studies seamlessly capturing consumer interviews remotely. It supports multi-language conversations and is legally compliant for enterprises.
2
Voice AI
AI powered multi-language transcription and translation. Voice Tonality based Sentiment Analysis to understand what is said and how it is said.
3
Gen AI
AI-powered summaries and tags for streamlined data processing. Refer to highlights and captured key interview segments to save time during feedback reviews.
4
Co Pilot
Gen AI based research assistant to mine deep insights, cutting across multiple interviews & files.
The Impact Experienced
Cost Savings
Time to insights cut down from 6 weeks to 10 days leading to faster innovation and savings in research costs.
Scalability
Multi-geo adoption across 7 countries and multi-language processing capabilities.
Resource Optimization
Collaboration saves up to 300 man-hours, which can be used for better resource allocation and increased efficiency.
