How a Pet Food Company Leveraged Conversations to Understand Quantitative Results
The Challenges
A Pet Care company was preparing to launch a new line of pet foods with a famous spokesperson. They were looking to speak with consumers to get their perspectives on determining brand names and what the spokesperson would bring to the brand. They determined to use a quantitative evaluation to give them the necessary hard numbers to be able to make these decisions, but still wanted to understand the “whys” behind them. To answer this question, they needed to have a conversation.The Solution
A two-phase study was conducted:Round 1: 300 respondents answered a 15 minute online survey to qualify for recruitment Round 2: 8 respondents were chosen (based on their responses) to be part of the qualitative evaluation
Utilizing Discuss’s qualitative platform greatly facilitated the efficiency of the qualitative portion of the project. The qualifying participants simply joined the Discuss.io Meeting Room from the comfort of their home using their computer & webcam. This allowed the moderator to speak to the participants in real-time, but also enabled the participants to share and show their pets during the interview; something that they would not have been able to do using traditional, face-to-face methods. Following the session, Discuss’s platform made it easy for the researchers to search the archived video for specific keywords through automatically generated transcripts. Furthermore, the Discuss.io platform’s Clipmaker made it simple create video clips and highlight reels from the sessions, which were then added to results and recommendation presentations, bringing the participants’ quotes to life. The participant shared and showed their pets during the interview, something that they would not have been able to do using traditional, face-to-face methods.
