How AAA completed a multi-week market research project with Reveal^ai in only a few days

• Quickly validate a new market concept

• Reached 100 customers for less than the price of a few small focus groups

• Qualitative and quantitative feedback via open-ended responses

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THE NEED

Jay leads research campaigns for some of the world’s most recognizable brands and actively listens to critical audiences to deliver actionable, quantitatively-driven recommendations for his clients. Day-to-day, he struggles with two things–hearing more perspectives by reaching a broader set of people (with less money) and decoding and distilling the tremendous amount of information his research unearths. Jay’s interest was piqued when he learned Reveal^ai could help him with both these challenges and aid him in his research with one of his biggest clients, AAA.

“When I first heard about the product, I thought it was a tool that would use AI to code open-ended responses. Reveal^ai is a whole different animal. I was interested in how Reveal^ai could help me get qualitative feedback in addition to getting some quantitative insights. I also wanted to try something that could be productized and built into my research portfolio.”

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THE CAMPAIGN

Jay put Reveal^ai to the test and ran an interview campaign to validate a new product concept being developed by A3 Ventures, the innovation arm of AAA of Northern California, Nevada, and Utah. Tempted by only $10 Amazon gift cards, nearly 100 AAA customers participated in interviews and shared their perspectives on AAA’s concept, their individual purchasing considerations, and their views on the competition, amongst other topics.

“I was amazed at the depth and quality of the responses. Initially, I thought I'd get 1-2 word answers for a lot of the questions. But the people who responded wrote a lot and said things that made sense and were relevant. The depth of responses could have come from a live human interview. We got the insights we needed to validate moving ahead with a full concept test, feedback to tweak the concept, and information on purchase intent.”

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THE BENEFITS

Using Reveal^ai, AAA was able to quickly garner the deep insights needed to validate their new market concept and make the decision to move forward. The AAA campaign mirrored what Reveal^ai has seen with other customers–that conversational AI leads to four times more engagement than traditional surveys and that short conversations can provide insightful, actionable information that decisions can be based on.

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The right information, faster, for less money

The campaign quickly reached 100 customers for half the cost of a comparable set of focus groups.

“Traditionally, campaigns aren’t something that can be done quickly. Focus groups take four to six weeks, and it takes forever to get the report written. It only took me a couple of days to reach 100 people with Reveal^ai.”

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Creating insights out of open-ended responses

Reveal^ai analyzed and organized over 3,000 open-ended comments into topics and themes while also providing demographic data.

“Nothing feels worse than handing me a bunch of focus group transcripts. For years, this has been a big challenge in qualitative research. You need people to comb through customer responses, code to create quantitative data, and also pull out insights from qualitative. Reveal^ai organized all this on the back end —  it was much easier to understand.”

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Taking the moderator out of moderation

Reveal^ai AI-driven interview mimicked human-like exchanges and evolved the discussions as it interviewed more people.

“A moderator introduces their own bias. AI is not humanly biased, so Reveal^ai takes that out of the equation.”

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Jay's Predictions: How Reveal^ai could improve market research & customer satisfaction

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Interactive customer satisfaction experiences

“I also see that Reveal^ai could help with customer satisfaction surveys. For example, if you just got your oil changed and they sent you a note - would you recommend us? If you could embed Reveal^ai and, once a customer responds, start a chat with the customer about “why” which would be quantified automatically by the AI engine. That would be pretty cool.”

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Want to learn more about how RevealAI can help with market research for your organization? Reach out to us to book a demo and learn more!