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.

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.