Use Cases

Meet Djamila, Qualitative Market Researcher

Unleashing Insights: Djamila's Journey with Insight Lab

How Insight Lab is Revolutionizing Djamila’s Approach to Market Research

Djamila is a seasoned qualitative market researcher who finds herself grappling daily with the challenge of efficiently extracting meaningful information. By adopting the analysis and summarization capabilities of Insight Lab, a cutting-edge collaboration platform powered by generative AI, Djamila has completely overhauled the way she approaches her day-to-day tasks. Let’s take a look at how Insight Lab transformed her approach to qualitative research.

Challenges Faced by Djamila

As an expert in qualitative market research, Djamila’s mission is to delve deeper into consumer behaviors, preferences and emotions. However, processing market research often proved time-consuming and resource-intensive, not to mention repetitive. Prior to integrating Insight Lab into its workflow, Djamila encountered difficulties such as

  • Complex transcription and analysis of interviews, focus group discussions and customer feedback.
  • Difficulty synthesizing disparate sources of qualitative data to uncover meaningful patterns and insights.
  • Time and resources to prepare insightful reports about her qualitative research findings.

Objectives: Streamlining Qualitative Research and Amplifying Insights

Djamila was looking for an all-in-one solution that would enable her to streamline qualitative research processes, obtain deeper insights from data and go beyond descriptive reports.

How Insight-Lab solved her problem

Insight Lab made it possible to achieve her objectives, offering a range of functionalities including :

  1. Automated transcription of audio data: With Insight Lab’s advanced AI capabilities, Djamila bid farewell to tedious manual transcription tasks. The platform effortlessly transcribes interview recordings, focus group discussions, and other qualitative data sources, enabling Djamila to focus on analysis and interpretation.

  2. Topic recognition and advanced insights generation: Insight Lab’s generative AI empowers Djamila to uncover relevant topics and insights within qualitative data. By leveraging AI-driven analysis, she can identify emerging trends, consumers’ needs and wants, and actionable insights with unprecedented speed and accuracy.

  3. Collaboration and knowledge sharing within research teams: By harnessing Insight Lab’s collaborative features, Djamila fosters a culture of teamwork and innovation within her research team. The platform facilitates real-time collaboration, allowing team members to share insights, collaborate on analysis, and iterate on research findings seamlessly.

  4. “Chat your data”:  Adding value to the customer –  delivering an interactive knowledge base about how consumer think, feel and talk opens completely new ways of turning research findings into innovation and relevant communication.

Case study: Carry out in-depth research on a new chocolate treat to be launched by a major fmcg manufacturer.

  • Before Insight Lab: Djamila’s qualitative research process was significantly slowed down by the transcription of numerous interviews, and time consuming analysis and extraction of findings. The customer received a report and got a presentation via zoom. After the internal debrief, and a one-time definition of action points, the report often ended up in a file.
  • After Insight Lab: With just a few clicks and no need to outsource, Djamila was able to upload all the audio files and check the transcripts in the blink of an eye, then with a few prompts to the chatbot, she was able to generate a detailed report, including a concise management summary, which she could then share with her colleagues.
  • Adding value for the customer: In addition to the static report, the customer gets access to the anonymized consumer data via chatbot. This allows to automatically create copy, which is in-line with consumer language. The tool also enables to outline innovative product concepts, meeting relevant consumer needs to the point.

The adoption of Insight Lab by Djamila and her team of experts has opened up new perspectives in qualitative market research. Thanks to Insight-lab, she has transformed her approach to research, unlocking in-depth, accurate information in just a few clicks, saving her considerable time. Insight Lab presents itself as an indispensable assistant to the qualitative market research sector, and many will not be able to do without it once they’ve tried it.