Feel like you often have to make decisions in the dark because of inadequate research? Do a lot of your business questions go unanswered due to the time or budget constraints of ad-hoc research projects?
Fortunately, advancements in Generative AI are making these common challenges a thing of the past by generating richer, faster and more affordable insights.
With our AI-powered insights tool, SBX, you can go live to our community of consumers, or your own customer base, in just half an hour and you won’t need to lift a finger throughout the rest of the process. How? To start, there's no need to write a brief or a questionnaire. Instead, you can answer a few simple questions and the tool will do the rest for you (under the guidance of our expert team, of course). In as little as 48-hours, SBX will collect hundreds of qualitative responses from real people and will translate these into a tailored, interactive report.
Here are the top five ways other brands have been using our tool.
- To enhance the adoption of a product or service
Want to know what’s motivating or blocking your consumers from buying certain products or services? With SBX, you can easily understand usage habits and preferences and identify unmet consumer needs in your category.. For instance, one of our clients recently used the tool to identify what motivates consumers to purchase lip balms vs. lip treatments.
- After experiencing a drop in net earnings, this leading personal care and beauty company needed to grow sales of its lip care portfolio. To inform innovation, the company wanted to understand if consumers had different perceptions and use cases for lip balms vs. lip treatments.
- SBX spoke to 262 consumers in the US and analysed their rich open text responses. This uncovered that although lip balms are popular for their natural ingredients, they’re considered to lack intensive care. In contrast, lip treatments excel in intensive care, but fall short on natural ingredients.
- Our research supported the hypothesis that there is in fact a clear distinction in the usage pattern of lip treatments and lip balms. The findings suggested that the company should innovate towards intensive care features in lip balms and natural alternatives for lip treatments in order to enhance adoption. The research also provided a clear picture of the type of language consumers use when talking about these products to inform positioning and messaging.
“Lip balms may have natural-based ingredients like aloe and SPF sun protection, while lip treatments may have higher doses of active ingredients and pharmaceutical-based ingredients for rapid healing.” MALE, 42, US
- To grow the brand within a specific segment
Want to investigate a theme, issue or topic and understand how your brand can effectively play in that space? The quick turnaround time means you can deep-dive into a theme, issue or topic when it matters most and leverage it to grow your brand. Recently, one of our clients used the tool to understand consumer perceptions of the roles and responsibilities of beauty brands in relation to diversity.
- To improve perceptions of its brand in relation to diversity, this large beauty manufacturer wanted to understand what would resonate most with its target audience. To inform this, it needed to determine what roles and responsibilities consumers believe beauty brands should play in relation to the topic.
- SBX spoke to 300 beauty consumers in the US with representation across the LGBTQIA+ community to capture their in-depth views on this. The findings revealed that consumers, particularly Gen Z, value beauty brands that evolve with changing social and political views. are valued. It also revealed that although skin colour inclusivity is considered imperative, gender inclusivity is less front of mind and consumers feel there’s a gap here.
- This indicated a need to broaden the understanding and implementation of gender diversity in beauty and an opportunity to enhance the brand’s equity in this space through relevant partnerships and community engagement initiatives.
“I define diversity in the beauty industry as inclusiveness and variety for all skin types, regardless of who is going to use the products. For example, I would like to see more gender-neutral commercials and more natural looks represented on LGBTQ models. I think it's important for the beauty industry to embrace gender neutrality and showcase natural looks on LGBTQ models because makeup should help you feel comfortable and confident regardless of biological gender or sexual preferences.” 28, US
- To create or refine a best-fit product or service
Want to test a product or concept idea with your target audience or your own customer base? You can use SBX to identify ‘white space’ opportunities in the market and develop your new or existing products or services to fill these gaps. One of our clients recently leveraged the tool to see if they should make their new limited edition burger into a permanent menu item.
- This QSR giant identified chicken as a key growth driver when it comes to growing global market share, so the business wanted to find new ways to bring chicken into its core menu offering. As such, the business decided to conduct a comprehensive assessment of its new limited edition chicken burger to determine its potential as a permanent menu addition.
- SBX spoke to 190 consumers in the UK who had recently purchased and eaten the burger. The findings supported the hypothesis that the limited edition burger could become a successful permanent offering, but product refinement was needed to enhance the overall experience and drive repeat purchases.
- The open text responses emphasised that the QSR brand should enhance the ‘fresh’ taste and multi-textured mouthfeel of the burger, innovate signature sauces for increased consumer appeal, and incorporate artisanal touches to spotlight the item's premium quality.
“I suggest creating new flavours of sauce, like a sweet burger sauce. Using a brioche bun would enhance the overall taste experience and make the burger taste 100 times better.” FEMALE, 23, UK
- To make the brand more relevant to your target audience
Want to understand how consumers view your brand in terms of its values, reputation and distinctiveness in the market? With SBX, you can uncover the specific elements of your brand that encourage people to engage with it, as well as the elements that are blocking engagement and therefore, require improvement.One of our clients recently used SBX to understand the aspirational values and core emotional territories associated with four of its market-leading whisky brands.
- Following a strong full-year performance in 2023, this leading premium spirits company wanted to accelerate F24 growth through more targeted, data-powered marketing. As such, the company sought to understand the aspirational values and core emotional territories associated with four of its market-leading whisky brands.
- SBX spoke to 422 whisky drinkers in the US who are familiar with at least one of the brands. The findings supported the hypothesis that each of the four brands have distinct values and emotional territories among consumers.
- By capturing the nuanced story of each brand, the research enabled the brand teams to craft personalised communications that would resonate on a deeper level with consumers and access to rich verbatims ensured the messaging captured the essence of the brand in the voice of the consumer.
“This whisky is an old, well-traveled, dark, tall, handsome, sophisticated gentleman who is cultured, kind, rugged, classy, and intelligent.” FEMALE, 42, US
- To determine campaign success and improve ROI
Want to pinpoint the level of awareness and understanding of a specific marketing campaign or brand initiative and identify areas for improvement? The quick turnaround time of SBX means you can uncover this feed it back into your campaign planning almost immediately to refine your initiatives and improve ROI. For instance, we recently ran some research on this year’s famous Christmas adverts to determine whether these highly anticipated campaigns lived up to consumers expectations.
A closer look at the SBX insights tool
For your small, but mighty questions. The tool excels in addressing specific business questions that demand fast and nuanced results. It’s ideal for answering all of those smaller, more specific business questions that often go unchecked.
To capture the nuance behind the numbers. SBX’s conversational surveys give you the certainty of quant with the nuance of qual. The toolengages with and probes real consumers to capture actionable insights, so instead of only working with flat numbers and percentages, you can now dig deeper into the ‘why’.
For actionable insights at speed and at ease. Instead of spending hours sifting through data tables or pulling together charts, you’ll receive a tailored, interactive report, designed specifically to answer your business question. All in as little as 48 hours. So you can spend less time putting data into decks and more time putting insights into action.
Want to learn more about SBX? Get in touch with our team 👉 https://www.streetbees.com/contact
